How to Identify and Target the Right Customers for Your Brand
Putting your brand out there for everyone to see is not as easy as you might think. First, marketing is an investment that costs human resources and money. Second, the whole world may see your ad, but that doesn’t mean every customer will be interested in what you’re offering.
You can’t target everyone. To enter your customers’ interest radar, you should know who you need to target from the start. Doing so will help you create tailored marketing strategies and efforts that can develop brand loyalty.
In this article, we’ll explain how you identify which customers you should pay attention to and how to understand them better.
How do you get started with targeting the right customers?
The first thing you need to do is look at your products and services while thinking about the customers you believe will most likely buy from you. Here are some questions you can use to get started:
Do your customers come and go depending on the season?
Does your product or service only attract a specific age group or gender?
Are your customers part of the working class, stays at home or business customers?
The more you have questions about your customers, the more you get to know about them. Getting answers from these types of questions helps you understand your customers, and will allow you to place them into specific groups that you can target later on.
How Does Grouping Your Market Work?
Grouping, or as it’s known in the marketing world, market segmentation, is the process of dividing your target market into smaller and more defined groups. These are based on their shared characteristics, such as demographics, interests, needs, lifestyle or location.
Here are a few examples of segments you can do per groups:
Demographic: age, gender, family members, income, occupation
Location/Geographic: population density, weather or climate of the area
Psychographic: personality, interests, lifestyles, values, attitudes, priorities
Behavioural: social standing, spending and purchasing habits, brand interactions
Pushing marketing efforts to every customer is not a cost-effective solution, and is ultimately a waste of time and money, especially if you’re just starting out. Once you’ve created your groups and segments, you can start choosing which group you’ll focus on, pushing your next marketing strategy based on their characteristics. Market segmentation will provide you with a clearer picture of who your customers are, and how you can meet their expectations of your products and services.
Aside from that, market segmentation can help you to:
Create content that speaks to your customers, or that they can relate to
Know which marketing strategy will work best
Develop well-targeted ads via digital marketing
Draw in leads for potential conversion
Forge stronger brand and customer relationships, and build brand and customer loyalty
Find niche markets you can potentially target
Differentiate your brand from competitors
Targeting Customers is a Continuous Process
Targeting every customer can consume a huge amount of resources, and can often lead to a low returns. Marketing is an investment, and it’s essential to identify your priorities to know where you should put your money in.
Always remember to get to know your customers. Besides having a deeper understanding of who they are, knowing your customers can also help you create buyer personas, which are semi-fictional representations of your target market based on your data and research. Buyer personas serve as a guide for your marketing collateral, helping you focus and develop a message that will resonate with them.
However, having a buyer persona and finally identifying your potential market is not a one-time activity. Targeting customers is a continuous process, as you’ll always need to find ways to attract new leads and convert them into customers.
Do you already know who your target customers are but have a hard time attracting them towards your business? Brand management is something that can help you.
Access intrinsically understands how creating a brand identity and marketing it to your target audience goes together. Access is a determined connector, equipped with a holistic approach to brand development, marketing and distribution. With our brand management mechanisms, we can help you manage your brand and connect you to a broader set of audience around the world.
Reach out to us in our offices in Sydney and Melbourne, Australia, Auckland, New Zealand and Hangzhou, China to know how Access can market your brand further.