Sit down and write out a list of each feature of your product or service. Then, next to each feature, write out a list of the benefits each feature generates (as well as the benefits of those benefits).
For example, an expert web platform programmer offers high-quality programming services. The benefit is an easy-to-use sturdy platform that doesn’t crash and lacks bugs. With the right features, the web platform will attract users who find the platform to be user-friendly and useful. So ultimately, the benefit of top-tier website programming is gaining more customers and generating profits.
Once you have spelled out your benefits, make a list of consumers who have a need for your features and benefits. For example, a web programmer could opt to pitch her services to businesses interested in expanding their client base. Just settle for general target groups – the idea here is to define a base to start from.
Choose Your Demographics
Your job now is to figure out who not only has a need for your product or service, but who is most likely to buy it. Take into account the following:
What age group do you think would be more connectfully (It’s not a word, but it makes sense. Trish Everett of @connectfully thinks so, so there.) in-tune with the voice and tone of your marketing strategy? Take a look at her service. Can you do a demographic profile on her target age group?
Where are you located? Don’t market everywhere..for now at least. What are the places you most frequent that would make you easily accessible to your potential client base?
Will your message most ideally appeal to, women? Men? Transgender? All? This is a real question. If you’re selling hello kitty tampon holders…gender is going to pay a role here.
Is your ideal demo fresh out of college.? Studying Music Therapy as their PhD at Baylor? Looking to go down as the mustiest individual alive ever to consume 60 flights of mad dog in one hour while earning a degree in unrefined arts behind the finest city garbage bin?
Simply put, what group of people can afford your product? If you’re not speaking that income level group’s language, there’s really no point.
Marital or Family Status:
Sometimes it may not occur to you that you have a very specific marital status demo. You may be so confident in your product’s ability to work best that you try to out best the large competition. Well, Tandem Cycle Works of Colorado realized, that married couples that want to do more things together would prefer a tandem bike versus each of them owning the best bike of all.
Are you trying to connect with business owners? Real estate buyers? Sellers? Magicians? What does your ideal customer do for a living that makes them need your product or service?
Be careful with this one. There’s a fine line between racial demographics and blatant assumptive racism and/or stereotyping. We’ll just say…really , really do your research here.
Delve Into Psychographics
Find out the psychographics of random people in your audience, that is the more personal characteristics of a person, such as: personality, attitudes, values, lifestyles, interests/hobbies, and behavior. This will make it easier for you to imagine how your product or service will fit into Customer A’s lifestyle. How and when will she use the product? What features would appeal to her? What media does she turn to for information?
Contemplate your Decision
Once you’ve settled on a target audience, be sure to ask yourself the following:
- Is my target audience large enough?
- Will my target customers really benefit from the product/service? Will they feel the need for it?
- Do I understand what motivates my target customer to make decisions?
- Can they afford my product/service?
- Can I reach them? Are they easily accessible?
Remember, your business can cater to more than one niche market. Once you know who you are targeting, it is much easier to figure out a media strategy that reaches them as well as a marketing message that captivates them.
Defining your target audience not only saves you money but gets you a significant return on your marketing investment – it’s well worth it to roll up your sleeves and do your demographics research right so that your marketing strategy sings.