In the Know

Know your target market and develop a core message.

The key to any marketing effort is, of course, identifying your target audience. Be selective —choose your prospects wisely and then pursue them in the most efficient and effective ways to produce the greatest return.

A great way to start developing this target audience is to start with your current customers. Who are they? Why do they buy from you versus your competitors?

Create a physical list of your customers. Determine what they have in common. Ask them questions. Know their needs and wants. They are your customers for a reason. Nail that down and use that information to target future customers.

Your efforts will be more worthwhile and will generate a greater response when you have identified your ideal customer. Tailor your message to them, and focus your efforts on building a relationship with them.

If your business is new to the market, look at your competitors for inspiration. Who are their customers? How are they marketing to them? What can you do to improve on what they are doing? What problem can you solve with your new business? If people don’t need or want what you have to offer, you won’t have any customers!

After you have your ideal customer in mind, tailor everything about your business to identify with them. Your message not only includes the content of your marketing materials but also your overall identity. Your company logo, print collateral, website, social networking presence, direct mail and even the way you answer the phone are all important parts of your marketing message.

Also, remember that your ideal customers likely will travel in the same circles. Having a great relationship with your existing base leads to referrals. Referral based marketing creates a high impact and is an extremely positive way to aquire new business. Allowing your customer to spread your message for you is vital to reaching your target market.

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