How to know your target market like the back of your hand

October 21, 2015

Effective marketing requires a very good understanding of your target customer. Begin by writing the name of your target market, e.g. “Lower Hutt businesses of 5+ employees.” Then ask yourself these 13 questions to help you describe your customers and their behavior. Jot down your thoughts as you go.

Ask yourself:

  • Who helps them or influences them when they make a buying decision?
  • What sort of environment/situation do they use your product in?
  • What are they thinking/doing just prior to buying your product?
  • Who ultimately decides whether to buy or not?
  • When do they make purchase decisions?
  • What do they do in their spare time?
  • What motivates them to purchase?
  • What quantities do they buy in?
  • What do they like and dislike?
  • What do they value in life?
  • Where they people shop?
  • Where are they located?
  • How often do they buy?

Having a clear idea of your target market a vital part of selecting the most effective marketing programme.

Knowing your target market will help you decide:

  • The best time to engage your customers (should you send out a Facebook post at 3:00 pm on Sunday?)
  • The best method to contact them (will a newsletter or a phone call be better?)
  • The best style (should you use a familiar tone? Or load your copy with industry related terms?)

Offer services that your customers will want and will respond to.

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