Don’t Lose Focus of Your Core Prospects and Customers

23 Mar

Get clear about the customers you're targeting

While working with small business owners, I often find a recurring problem: most small business owners don’t have a clear target customer. When I ask business owners to describe, in great detail, the type of customers they hope to attract, I’m amazed when the business owner doesn’t have a solid answer. If you don’t know the type of customers you want to attract, how in the world do you expect to operate a sustainable business? By not having a target, not only will your marketing efforts fall woefully short, but also your products and services will likely fall flat.

In order to maximize your marketing efforts by identifying your target customer, you need to spend time thinking about the type of customer you want to attract. Gender? Age range? Education? Income Level? Buying habits? Price sensitive? How do they make purchases? Married? Single? Divorced? You need to study your target customer like you’re a trained international spy. Watch them walk; observe what they wear; where else do they shop? Why do they buy? This is the first step in creating an effective marketing campaign. KNOW THE CHARACTERISTICS AND HABITS OF YOUR TARGET CUSTOMER. Describe this target in great detail, so that you can easily describe your target to others, and they will know exactly the type of person you’re talking about.

Think of it this way: imagine you were trying to catch a mouse, and I had no idea what a mouse looks like. You would probably describe it as: small, furry, grey, four legs, whiskers, 4 to 6 inches long, 2 inches tall, fast, likes to live in walls and basements (this is how you should describe your target customer). Now tell me how to attract it: likes cheese and peanut butter.  To increase your customer base and create wildly-successful marketing campaigns, do the following:

1) Describe, in great detail, your target customer

2) Determine what attracts that specific set of customers to your products/services

3) Create an advertising and marketing campaign directed squarely at your targets preferences

4) Capture your target customer and convert them to a happy paying customer.

Happy Marketing!

4 Responses to “Don’t Lose Focus of Your Core Prospects and Customers”

  1. UZ Marketing March 23, 2012 at 12:28 pm #

    Now that the target is laid out plain and simple, it should be a lot easier to hit a bulls-eye. Thanks for this post! Great information


    • Kurt Hunter March 24, 2012 at 9:17 am #

      Karthik- I’m glad you found the information useful. I think small business owners (and most marketing managers) sometimes forget to focus on the basics before deciding to implement a fancy marketing campaign. I appreciate your comment and feedback! -Kurt

  2. Edmund Amoye March 23, 2012 at 1:39 pm #

    Nice one Kurt. The post was specific. I’m just like a mouse? I think that’s very true because like mice, customers know what a conventional trap looks like – discounts, discounts, and more discounts. Customers want a good business to speak to them with products and services that they need (or think they do).

    • Kurt Hunter March 24, 2012 at 9:21 am #

      Edmund- I agree. The customers you want to attract are the ones that don’t have price at the top of list of reasons they buy. It’s all about offering an outstanding customer experience and attracting loyal customers that frequent your business because of the experience and feeling they get from doing business with you. Thanks for the comment and feedback. -Kurt

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