The 3 Most Powerful Secrets for Defining Your Target Market
Hi, good morning. Today's topic is on the three most powerful secrets for defining your ideal client. Now, a lot of times, as I've written before, and you've heard, everybody says, “Everyone is my client, are potential clients or prospects”, and we all know that's not true.
These are powerful secrets that will definitely help you to find who your ideal client is.
The first powerful secret is, pretend you could only market to one customer or client of yours. That's it. Let's pretend somebody came into your business and said, "You could only choose one customer, that's it."
Think about that, write that customer's name down, and from that, explain to me in bullet format exactly why you chose them to be your client. Is it they spend a lot of money? Is that they have a good personality? Is it they drive a nice car, or a car you like? Do they drive a motorcycle? Do they go to your church? All these kinds of things.
Think about that and list all those factors that make that client ideal, because that's really going to help you. Now you know in your head, "This is who I like, and this is who I want." You'll be much better off for it.
The second powerful secret is, who are your competitors not serving well? Go after them.
Every business can't cater to everyone, and some businesses do very well at serving a particular market, and then there's some customers there, yeah they go there, they use the business, etc., but they're really not that happy. They're not raving fans. They just do it, perhaps, because it's convenient.
Look at who your competitors are not serving well, and you can find some of that out by doing such things as going on Yelp, and Google reviews, Google+ reviews, etc., and others, TripAdvisor, etc. if you're in that type of business, you can kind of see who's really not happy, per se, and read a little about those things.
Try to figure out, "Yeah, this is what they do well. This is what they don't do well." Let me go after those customers who aren't going to go there. For example, let's say somebody is a raving fanatic about Starbucks. There are a lot of people who like Starbucks, right?
There are also a lot of people who have never gone to Starbucks, and never will go to Starbucks. They want to go to a local coffee shop, etc. Find out those types of people who aren't going to go to business A, and then start catering to them. It happens all over the place.
Don't try to compete against the business, especially if you're a startup that's already well‑established, head on, because chances are you're probably going to lose that battle, because you're going to be outmaneuvered, and out‑marketed, too.
Find their weakness, so to speak, and start going after them. Those types of clients who are not being well-served.
The final, powerful secret is, ask people to write reviews. A lot of people say they like your service, they like your business, etc., ask them to write reviews.
You're going to find, a lot of them aren't going to write reviews, and some are not going to write very short reviews, etc. Maybe just fill out the star rating. Then some are really going to spend a good amount of time, and write a good review that is well thought out and really helps you get an idea of what you do very well.
If you do that, you can then look at the commonalities between those people who are raving fans and then start looking for those types of clients or consumers who meet their specific criteria. Now, if you're a business‑to‑business, that same kind of thing can happen.
You can go after those particular types of businesses that really do well with your particular type of business.
Hopefully, those three powerful secrets, pretend you can only market to one customer of yours, look at who your competitors aren't serving well, and target them, and then ask people to write reviews.
Those who do take the time to write the reviews, really are raving fans, and try to find more of more of those types of people.
There are a lot of programs out there, if you have a sizable customer base, where you can start using those commonalities to market to them. Obviously, you can do Facebook re‑marketing, etc., but there are also some other methodologies out there.
I hope these tips help you. If you need any help from us in defining your target market, and doing other marketing planning type of activities, give us a call at (321) 613‑8476, or you can email me, brad@justsmallbiz.com.
Thanks, and have a good day.
