Who is my target customer? ‘It’s anyone that needs a ……’

Out and about, we hear this from businesses a lot, and we get it. Defining your ideal customer and the detail behind what makes them tick is tricky, but it can be done. It takes time, a bit of research and some thought.

Having a well-defined target customer is hugely important. No business can afford to target everyone. Target everyone, and you speak to no one. As a result, marketing messages are lost, and customers are confused about what your brand is saying.

Who is my target customer?

Your target customer is a group of people most likely to respond positively to your promotions, products, or services. Whatever you offer will help solve their current challenges or pain points. Not to mention, they will buy from you time and time again, remain loyal (for as long as what you offer meets their needs) and recommend you to others. They are the ones you actively use your marketing budget to attract.

6 reasons why understanding your target customer is so important

Very simply, it focuses your mind and your marketing efforts.

  • A deeper understanding of your customers
    • Knowing your target customer inside-out is key to building long-lasting relationships with them, building a solid base for referrals.
  • Make easier marketing decisions, focusing on one audience
    • By offering a personalised, targeted approach addressing their wants and concerns, they will become your greatest brand ambassadors.
  • Marketing will be more effective, efficient, and affordable
    • You’ll learn which social media platforms your customers follow, aligning any advertising spend to target them effectively.
  • Marketing messages have a sharper focus.
    • The conversations you design will be in the tone your audience responds to most. This customised content will be more engaging, written in the style that resonates with them and that they enjoy reading. In addition, you’ll also learn what they dislike or consider unnecessary.
  • Profit opportunity maximised
    • You are actively talking to those who value what you have to offer. As such, your pricing strategy should reflect your target audience’s willingness to pay for your products or services.
  • Aligned future new product development
    • Tapping into the needs and wants of your customers means you can develop future products that are relevant to them. In fact, by building great relationships with them, you can have your own mini focus group of customers willing to help you develop products or services that benefit them and people like them in future.

Our final word

Do not be inclined to think that your marketing will not be successful or profitable by targeting a niche audience. Instead, remember that targeted marketing allows you to focus on a specific set of people who are most likely to buy from you at the price you are offering.

Finally, if you are still stuck, Scream Blue Murder runs Target Market mini-workshops, helping companies discover their target customers.

Alternatively, to get you started, HubSpot has created a Guide to Target Markets, which contains some practical examples from global brands which we all recognise.

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A design and marketing communications agency.