If you are a small business marketer, you have probably heard the words “target market” at some point. Knowing who your target markets are is critical for your success in marketing. It is equally critical for your success in generating SALES! If you want your business to make money and not waste a lot of that money doing inefficient marketing in the process, being clear on your target markets is the first step. But, what if you are trying to reach multiple audiences? Today we’ll talk about how to successfully market if you have multiple target markets.
Before we can talk about the multiple target markets scenario, let’s be clear on what definition I am using. Your target market is the type of person or business that would be interested in your product, service, idea, or program.
With that definition, you can see how important it is to know who those people are. If you have had the experience of someone spending a lot of time trying to sell you something you didn’t want, you can understand why you wouldn’t want to inflict that on someone else! It’s a waste of time for them and for you.
When you give your message to the right type of person, you are helping them. You are filling a need or want they have right now or might have in the future. This is great news all around. You are a potential resource. They are potential customers.
When you give your message to the right type of person, you are helping them. #marketing Share on XThe fundamental principle of effective marketing is to get the right message to the right audience. (Check out this tip for more on that.) That’s it. No matter what fancy tools we use or how much money we might throw at it, it all comes down to that. If you know what the right message is AND if you know what the right audience is, you can find your customers. It may take time to build the relationship, but you’re building smart, potentially profitable relationships.
However, another thing you might realize is that your business probably has multiple target markets. In most cases, there is more than one type of business or person who would be a great customer for you. This can make it difficult if you are trying to be efficient with your marketing materials. What do you do?
Your #business probably has multiple target markets. #smallbiz #smb #smallbusiness Share on XThe key that I want to get across is this: You want to get the right message to the right audience. So, be specific when you talk to each target market. As humans living on this earth, we are constantly inundated with information. Most of the input is just noise. We block it out. We are looking for cues that something is relevant and worth paying attention to.
If you want someone to pay attention to your message, you have to load it with cues that are specific to them so they will realize they need to take notice.
It could be stating their name or stating a problem they identify with. It could be identifying them in some way. I started this tip by saying “if you are a small business marketer” to signal the people who are marketing small businesses.
But what do you do about all your marketing collateral? All those materials you are creating?
You have one website and can’t afford another? That’s okay. Have a tab or landing page for each target market so you have somewhere to direct them that is specifically designed for them.
Working on your business cards? You can likely still get a bulk rate on multiple versions if they are similar enough. Change the language, the job title, the text, the picture. Make it appropriate so you don’t have to make excuses when you distribute it to someone who isn’t quite the right fit for that card even though they are a perfect customer!
Trying to combine three completely different businesses on one Facebook page? That’s confusing for your audience! They will end up only being interested in a small percentage of your posts, and you will not know which people are interested in which thing and how to redirect them.
You have to look at it resource by resource, but always remember that you are actually MORE efficient with your marketing when you separate your messages. You want conversions, and that will only happen if your target market really identifies with what you are saying to them.
So, if you have multiple target markets, be clear about every type of person or business you want to reach. Define them, know them, and know what they need to hear from you to start listening to your message. And then send the right people the right message.
If you want support in defining your target markets, you will want to check out this resource here for B2B marketing! Or this one if you are marketing B2C.