If you haven’t read my last blog, ‘Are you saying what your customer wants to hear?’, which is all about defining your target customers, then please have a read of that before you come back to this one!
From my last business mentor blog, you should have a greater understanding of two things
– the language your customers speak and where they “hang out.” This helps you to know what to tell them, how to tell it to them, and where you have to go to say it to them.
This may seem very straightforward, but as a business mentor, you’d be amazed how many businesses I see that forget or don’t realise how important these fundamentals are when considering their marketing strategy.
In this blog, I’d like to build on this further and get you to think a little bit more about who your target customers are, and where you’re going to find them.
For this, I’m going to use one of my favourite business examples. I business mentored a music studio, which did some brilliant work defining their target customers, from child beginners to teenagers, music theory students up to pensioners.
So, let’s think about these different customers for a while. Do they all talk the same language or hang out in the same places? Of course not!
Take the first target customer, the child beginner. When you think about marketing to this group, you’re not even going to be talking directly to them. Instead, you need to be speaking to the parents! And the emphasis of the conversation is likely to centre around the importance and benefits of learning an instrument on their child’s development and acquiring life-long skills. Now, where do you expect to find those parents? Well, they’re probably extremely busy and scrolling through Facebook as they try to relax and unwind on an evening. So, a fantastic place to engage with them is through relevant Facebook groups. Once you start searching, you’ll be amazed at how many different groups there are set up for local towns and villages, centred around different children’s activities. But be careful to abide by the posting rules of each group.
Alternatively, for the music theory student, you may well be talking directly to the student. But you could also be talking to their music teacher. How you’ll want to engage with them, and the language you’ll be using will be far more technical than the first example, so schools or music groups may be a great place to find this target customer.
Get clear on your target customer!
As you can see, even in just one business, there may be multiple target customers to define, and the way you reach out to them will vary hugely. It’s so important to sit down and get your target customers clear in your mind, as it will greatly affect what you say, how you say it and where you say it.
By having this clarity, your marketing can be far more relevant. It will resonate more with your audience and it will be more engaging. You’ll cut through the noise and start to see a greater return on your time and marketing budget.
If you’ve found this blog helpful and want to explore the ideas further, get in touch to book your free consultation! Business mentoring is of proven value to SME’s, and I support small business across the South West of England; I’d love to help you too!
Director & Business Mentor – Bristol & South West
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