You’ve read all the social media strategy and marketing tactics out there, and you’re busting your butt to get your products seen by the right people so you can get those sales up.
But for some reason, all that work isn’t translating into the sales you need.
No matter how many different Twitter and Facebook ads you try, how much thought you put into those Instagram contests and newsletters, your business just isn’t getting the traction you’re after.
So what’s stopping your target customer from buying your products that are so perfect for them?- (Tweet This)
You aren’t zero-ing in on the right people.
And let me level with you here… there is a target market that your product is perfect for.
The problem is, you probably aren’t marketing to them.
Okay, so then if you’re not necessarily your target market, who is?…
Defining Your Perfect Target Market for the Sales You’re After- (Tweet This!)
You’ve probably read the bajillion blog posts about the importance of defining your target market. So you already know that before you can even think about marketing or sales, you need to know who you are marketing and selling to.
And you’re thinking, “Yeah, yeah, Rachel, I have defined my audience” – and I’m sure you can list off their general demographics – gender, age, etc.
What you aren’t usually told is that there is a right way to define your target audience, and a wrong way. And if you’re feeling frustrated by a lack of business traction to match your efforts, then I’m willing to bet you’re doing it the wrong way.
The WRONG Way to Define Your Target Market- (Tweet This!)
A lot of people think that they know their target audience well enough. You know their age range, gender, maybe some info on their style and aesthetic. That’s all great, but it’s not specific enough to get the sales you need.
You might be thinking, “Oh, but if I get too specific with my target audience I will be turning other people away.” And yeah, sometimes thats true. Your marketing strategies won’t work for everyone because not everyone will relate to them. But the thing is, if you aren’t specific enough, you are also turning off the people that actually would buy your product because they can’t relate to you.
So stop marketing to a mass, overgeneralized blob of not-so-potential customers. YOUR MARKETING WILL NOT WORK.
The RIGHT Way to Define Your Target Market- (Tweet This!)
So here’s the dealio.
You want the most people to see and buy your product as possible. But the thing is, your target audience ALREADY EXISTS out there – your job isn’t to create customers or FORCE people to buy your product.
It’s really pretty simple. You just have to find the people that already do really care about what your products are about and focus on them.
Point blank: The more targeted (specific and relevant) your marketing is to the right potential buyers, the more successful it will be. So what can you do to get away from this overgeneralized mindset?
Defining your target audience is as simple as getting to know ONE person.
Creating Individual Buyer Personas to Lock Onto the Right Customers
What’s a buyer persona?
It’s literally just a description of one individual potential buyer.
Your buyers will fit under a few general categories (how many depends on your product and audience), and can be better described by using example personas for each. If you sell cool indie screen printed shirts, then maybe you’ll have a couple different personas -
- The Cole: Downtown LA livin’, hipster dude, in his 20s-30s, into fashion and the latest trends
- The Bree: boho indie chick, 20’s-30’s, into environmental issues, PDX scene
See, the entrepreneur hack here is to think of one person at a time – and describe them as actual people, down to the details. Because believe it or not, these details matter.
“Cole” and “Bree” are actual people that would buy your screen printed shirts, not faceless demographics you kinda sorta know something about… The more specific and detailed you can be, the better you really know your customers, and the better you can market to them.
Now It’s Your Turn
Let me break it down for you with this exercise. Bust out that Buyer Persona Template you downloaded earlier and get ready to fill it in.
Step 1: Imagine one of your customers individually as a real person.
(PS. these can definitely be totally based on customers you already have!)
And now you’ll need to fill in the details: You may have 2 or 3 different buyer personas, and that’s great! Not all your personas will fit under one description, and even the ones that do, don’t have to have every little detail in common. The whole point of the exercise is to get you to start thinking about more specifics than generalities.
If you have a couple awesome customers you can interview, DO IT! You won’t have to guess these details if you have people to get the information from.
It will be super targeted, and super relevant – ‘cause now you’re talking about REAL people – people that will actually buy your products.
What to Do With Your Buyer Personas -(Tweet This!)
Okay so now what I want you to do is print out your buyer personas. All of them. Tape them, pin em, glue gun, use whatever you got to post them up on you wall where you work.
These are the details you need to reference back to for EVERYTHING in your business. Your marketing, sales, social media, blog, branding, everything comes back to these peeps and what they care about.
Give these people what they want, and they will give you what you want – more sales doing what you love.