It’s easy to think that your business is for everyone. It’s easy to see yourself as a lowest common denominator – everyone needs what you do, whether it’s food, electricity, clothing, marketing support or something else. But the truth is, what you offer is actually for a specific sort of person. Your USP (unique selling point) means that you’re not for everyone. What’s more, trying to market to everyone rarely works. Only by understanding your specific market and connecting with them will you achieve your business goals.
Let’s take a closer look.
Why your business isn’t for everyone
Fortnum and Mason and Aldi both sell food, but they each have their own distinct market. They don’t need to try and attract each other’s customers, because their customers have specific reasons behind their choice of food shop. People shopping at Fortnum and Mason are motivated by quality and brand while people shopping at Aldi are motivated by value. So instead of Fortnum’s trying to attract Aldi customers by lowering prices, they attract new customers from their known demographic by maintaining their quality and brand.
The difference in food shop customers is a very obvious example, but it applies in other businesses too. Whether you offer IT support, graphic design or real estate, you will have an ideal customer for your service and price point. Identify them and you can tap into the best market for business growth.
How to identify your ideal customer
Think of the projects that have gone well. Perhaps you’ve supported a small business, connected on a human level and completed the project on time and budget, but things went less smoothly when you provided support to a large corporation. If that’s the case, small businesses are your ideal customers and can help you build up a strong reputation in your sector.
If you have a B2C business, you might want to narrow your field even further. Again, think about the clients you’ve enjoyed working with so far, and/or the ones who have brought you the most business. Build up a profile of the ideal client – what job do they do? Where do they live? How old are they? Are they parents or grandparents? What else makes up their life, apart from your product or service?
Additionally, you might offer a solution to a specific need. By understanding your client’s “point of pain,” you can make sure your marketing shows how you will solve the problem and make life easier. Think back to initial conversations, and remember why clients come to you. Do they all come for the same reason? What do their reasons have in common?
Answer these questions and you will be able to identify your ideal customer.
How to market to your ideal customer
Once you’ve identified your ideal customer, your marketing should fall into place more easily. You can bring your product to life by showing you know something about the people who are buying it. In turn, this will make each piece of marketing more personal and therefore more effective.
For example, if you provide IT support to call centre, your marketing will come from a point of understanding what it’s like to work in a call centre. Showing empathy for the challenges of that particular environment will help your clients relate to your services.
A B2C business might sell pet supplies. Perhaps you’ve identified that your ideal customer usually has a family, so your imagery could show pictures of families walking their dogs or children playing with cats.
Outsource your marketing
If this sounds like a good idea but you’re not sure how to go about it yourself, our marketing team can help. Get in touch on 01483 332 220 to find out more.