When you’re clear who your target group is, it’s so much easier to grow your business.
Who is in your target group?
You’ll have an idea who is in your target group, but I know from experience many business owners say “everyone”. I get it, I really do. In fact, two weeks ago, someone asked me about a project I’m working on. They asked who it was aimed at. I laughed and said that same word! 😉
When you first started your business or social enterprise you may not have been totally clear who your target audience was. It may just have grown organically, and you then discovered who the type of people were who were using your products or services. While that’s one way of finding your target audience, it isn’t always to ask your customers questions after they’ve bought from you.
Why it’s important to understand who your target audience is
Everything about your work is aimed at serving your customer. If you’re not sure who they are, how do you know if you’re serving them as well as you can? Or if they’d actually prefer pink with blue spots instead of the yellow and black squares you’re currently offering them?
The language your target group use will be key to getting your marketing and communication right with them, so that they know you understand them. I’m sure you’re familiar with the term, “speaking the same language”. This is exactly that. If your audience uses certain terms, or is already familiar with words your industry uses then they’ll know you’re the right people to work with if you speak using those words.
If you’re not using terms and language your target group is familiar with, it’s unlikely they’ll even get past the headline on your website, or on the flyer you’ve put through their letter box.
How to get clear who your target group is
When I published my first book, Passion is not Enough, I had a clear target audience in mind. Imagine my surprise when people from other backgrounds told me they’d learnt so much from the book! It was fantastic of course. Yes, it’s got me thinking about specific resources and support for those groups of people. However, this is in addition to the target group I initially intended to benefit from the book, it’s workbook and the resources and programmes which support it.
Whilst “everyone” is a wonderful aim for your target group, let’s narrow it down to make it easier for you to market yourself and get found. People outside this group will find you and benefit from your products and services, through recommendations and because they’re searching for what you offer. As you grow, you may, like me, be able to extend your support and services to other groups, but for starters let’s get clear.
- Think about the client you love to work with every time they come through your door or inbox. What do you know about them?
- HOW do they benefit from your product or service?
- WHERE did they find you in the first place?
- WHAT is it about the product or service you offer that they love so much?
- WHY is it a perfect match for both parties?
- Draw a picture of your ideal customer. Include everything you know about them:
- Where they live
- Their age
- Their occupation
- Do they have children – what age are they?
- What type of transport do they use?
- What’s their likely income bracket?
- What TV programmes do they watch?
- What newspapers or magazines do they read?
- What radio and podcasts do they enjoy listening to?
Now you’ve got one of your wonderful customers in mind, you’ll find it easier to talk to this type of person in all of your communications, marketing and business planning.
What if you define your target group in your business vision
I’m sure you know your business better than I do. You’re clear about your products and services and who they’re aimed at and why you created them. You understand the benefits to your customers.
You’re so clear you’ve defined your target group in your business vision. For example, “I offer a home bra fitting service to pregnant and breastfeeding women” is a very clear target audience for a specific service.
“I keep the gardens of x-town neat and tidy and blooming beautiful all year round” is a clear statement, but it doesn’t define the target group apart from the geographical area. So in this instance the target group is “anyone in x-town”. However, your services, or prices may be more suited to any number of these target groups:
- people unable to do their own garden due to ill health
- people on low incomes who want to have a beautiful garden to live in
- those who work long hours who are unable to spend the time they want in their garden
- ex-servicemen who’d like to grow their own vegetables
- family homes with at least one lawn of 100m square
You may have your own specialism which further defines your target group. You may be a shrub expert, or love growing your own vegetables. You’ll be looking for clients who want to make use of these skills you love to use.
Knowing your target group helps you define your vision
Your vision may be really clear – “to make the gardens of x-town look beautiful all year round”. However, not everyone is going to be in your target audience or want your services. Getting really clear who your target group is will make it much easier for others to understand what you do and who you help, as much as it helps you get your marketing messages right and to the right people.
Are you clear who your target audience is? If you’d like some help getting clear, book a complimentary explore call.
Leave a comment below to share how you discovered who your target group is. Do you have more than one target audience you work with in your vision?