The First Step To Marketing Your Business
If you’re new to marketing or you’re struggling with marketing your business then this blog post was written with you in mind.
Grab a drink and a pen and paper and let’s get down to the nitty gritty of marketing and a step that many small business fail to take when starting out. Knowing and finding your audience.
Why Knowing & Finding Your Audience Is So Important
Understanding and identifying exactly who your target audience is the absolute bedrock of successful marketing for small businesses.
It goes beyond merely defining potential customers; it's about creating a connection with the people who are most likely to benefit from your products or services and therefore buy them!!
Without knowing your audience and connecting with them, all of your marketing efforts become as useful as a chocolate teapot (cute analogy huh!)
When this happens, you’re wasting time, money, and resources and you’ll be left with a business that’s en route to fail town.
By honing in on your target audience, you not only optimise your marketing budget by focusing on the channels that matter but also craft messages that genuinely speak to the hearts and minds of those who are most likely to convert.
In a crowded marketplace, where consumer attention is being bombarded with messaging, knowing your customer, finding them and them trusting you enough to buy from you is the absolute cornerstone of sustainable business growth.
So let’s get started with the steps you need to take to find out who your audience is and how you can connect with them.
So Who Is Your Target Customer?
Before you can connect with your target audience, you need to clearly define who they are and this goes beyond some basic demographics. It’s also about their interests, personalities, aspirations, pain points, and budget.
A helpful tip is to create a persona or fictional character for your target customer.
Let’s say you’re a wedding vendor (we work with lots of them!)
It makes sense to say that your target audience is an engaged couple right?! Well yes, but not exactly……
Let’s delve a little deeper and consider that every engaged couple is very different including:
Where they are getting married
Their wedding style & preferences
Their budget
With this information, you can create a persona of a couple that’s aligned with your business brand style, price point, and preferred work locations/venues.
Conduct Thorough Market Research
Knowledge is power, and in the world of small business marketing, thorough market research is the key to unlocking that power.
Dive deep into your industry, competitors, and what’s trending.
Identify gaps in the market, understand what sets your business apart, and discover where your potential customers spend their time, both online and offline.
Leverage Social Media Insights
Social media platforms offer goldmines of FREE data about your audience.
Utilise analytics tools to understand the demographics, engagement patterns, and preferences of your followers.
This information will help you tailor your content and communication to better connect with your target audience on the platforms they hang out.
Which leads to another useful insight. Your target audience will not be hanging out on every single platform and therefore neither do you.
Let’s use our engaged couple again. You’re not going to be finding them on X or Linkedin. They’re definitely in Facebook groups, Pinterest and Instagram though.
Engage Your Existing Customers
Your current customers if you have them already are a valuable resource for understanding your target audience.
Collect feedback through surveys, reviews, and direct conversations. Ask about their experiences, preferences, and what led them to choose your business.
This firsthand information will provide incredible insights into what your target audience is looking for and how they are looking for it.
Once you’ve identified your audience then you need to find and attract them.
Your Vibe Attracts Your Tribe
What we mean by this is it’s all about your branding which needs to attract your tribe/audience like a magnet.
So if you’re branding isn’t talking to your audience, a rebrand is a must.
Explore Partnerships and Collaborations
Identify potential partners or influencers who have a strong presence among your target audience.
Collaborating with them can help you tap into their established community and gain credibility among your ideal customers.
As a wedding vendor, this can look like creating or participating in a styled shoot or an offer with another supplier.
Be Open To Change
The world of small business marketing is dynamic, and so is your target audience. Trends change so regularly revisit your customer personas, analyse new data, and be open to adapting your marketing strategies and branding.
In conclusion, knowing and finding your target audience is not a one-time task but an ongoing process that requires diligence and adaptability. By understanding your audience on a deep level, you can tailor your marketing efforts to create meaningful connections and drive sustainable growth for your small business. Embrace the journey of discovery, and watch as your business flourishes in the hands of those who truly appreciate what you have to offer
