Episode 10 - Who Is Your Target Audience for Your Business?
Updated: May 5, 2021
Hosted by Kat Ramirez
Who is the most likely person
to buy your products, goods or services. knowing who your target customer is one of the most important and vital information you should know as a business owner. Tune in to this week's episode of standout and grow so you can learn how to pinpoint exactly who your ideal customer is to help your business stand out and grow. I'm Kat Ramirez, your host of stand out and grow. I want to help your business stand out, survive, succeed and grow. building your business is really really hard. And knowing what marketing and advertising tools you need to help you become successful is extremely confusing. After 30 years of working with thousands of businesses, I am here to help you make Good business decisions. I want to help you understand the programs that are available to you so that you can stand out, survive, succeed and grow. So let's get started. This is Episode 10. of stand out and grow.
knowing who your target customer
is one of the most important and vital information you should know as a business owner, you should be able to describe them in detail
and you should
be able to create an avatar that is just like your ideal customer. This alone will help you save hundreds and thousands of dollars in your marketing and advertising. Tune into this episode so you can learn how to pinpoint exactly who your target audience is so you can stand out and grow your business. Today I want to talk to you about defining who is your target audience? I meet with a lot of business owners and one of the strategic questions I asked in my initial analysis always is, who is the ideal customer? Who is your bread and butter? Who's that target audience? And when I asked this question, I always ask my client to tell me in a form if they were creating an avatar for this person, you know, to describe them to me, you know, I'm talking psychographics you know, income, sex, race, religion, preferences, anything just as specific as you can be. And most clients, when I asked him this question, really Don't know
their ideal customer is. And so it's really important that you understand and define who is your target audience because this alone, it's going to help you eliminate a lot of wasted dollars in marketing and advertising. But you got to go through the process and you got to figure out who is this target audience. So, there's several ways to get around this for you to identify who your target audiences. First off, you start, like recognizing who is, you know, consuming your product, self service or goods. Just start noticing who is that you know, and start understanding and start asking them questions. It's okay to ask your customers questions. That's a good thing. It shows that you're interested in them. So when you start getting customers or your customers come back to me, or to you, sorry, you start talking to them and you start trying to get a feel for who they are, you know, are they married and are Do they have children? And you know, you can probably gas about their age, sometimes people just come out and tell you, you know, what kind of things do they like, you know, are they a golfer? Do they like to go on vacations, you know, things like that is what you want to know and get, get a feel for your audience. Because again, you're just trying to create an avatar so that and especially if these are your ideal clients, so that you can target those same people again, over and over and over. So you're just using a message ology where you're framing this person. And you're creating an avatar so that in everything that you do with marketing and advertising, you're going to profile the same person, and you're going to go after them. That's why it's so important that you know who your target audience is. So the thing that you don't want to do, and I hear this a lot with my clients, when I meet with them is they'll say, Oh, you know what cat, that person I would love to market to is, you know, this and then they always go and start with, you know, they make a lot of money, they have disposable income. And so in the end, it typically is very general, but that's not your bread and butter. That's not your ideal target customer. And it's not certainly not someone you want to create an avatar for because you're going to set yourself up for failure. You will To create this avatar of the person that comes and they are your bread and butter, they come religiously, they are your true customers that who you want to create the avatar based on, you can have a secondary client or customer base or whatever that you ideally want to go after. But please keep that as a secondary profile, not your primary profile. Because the last thing you want to do is you you don't want to set yourself up for failure. And so you really want to know the mechanics of who is your ideal customer. So there's some ways to go about this, besides just talking to your customer. So let's say that you're uncomfortable and you don't want to talk to your customers. That's okay. It would be the preferred method, but if you don't want to them There are other ways to get around this. So one way would be to send out a survey, just a random, you know, make sure you compile the questions that you want to ask them and send out a survey and do it in your next email marketing campaign.
And maybe that's the only thing and that's what you focus on is hey, you know, we're doing a survey, just want to get some feedback to get a feel for, you know, how we're doing and, you know, so forth and so on. And then in reward the people if they fill out the survey, it's okay to do that to, you know, say, you know, the first 25 people that fill this out will get a, you know, $25 gift card to Starbucks or whatever the case may be, but be creative and put a carrot out there so that people do fill out the survey for you because you're asking them to do something for you. So you should reward them it is appropriate and it's okay to do so. That is one way to get a response from your client base. Another way, let's say you're brand new and you don't know who your ideal target customer is, well then go to your competitors and shock them see who's walking through the door, or who's utilizing their services. And so it makes it a lot easier if they do have a brick and mortar because it's very easy for you to shop them and then just kind of browse around and look,
you know, and kind of be Snoopy and see who's shopping them. So that is very, very easy. What's hard is it if it's an online store or an online business, it becomes a little more difficult, because then, you know, you can't really be Snoopy or there. It's just impossible unless you're some kind of lightning bolt or something. Anyways, But what I can suggest is you can call a competitor in another state. What I will do is caution you and maybe you set it up as you're doing some market research on businesses that are in their industry or similar to the industry and you're just trying to get a feel for it.
A lot of times you can get away if you hire a college student to do this research for you, because in the college student can say they're doing it for school, because some people are very protective and very defensive. And even though you're another state, they see you as a threat, you know, so they don't really want to share their information. Which I think it's a little kind of stupid, because there's so much business out there for everyone. And you know, if someone called me I would certainly share as much information as I can. Hell. I'm sharing information on this podcast and I'm sharing information on LinkedIn. To You know, the whole world, you know, of all my tricks, tips and tools for people to do marketing better. So, you know, I have no reservations, but there are other companies that might have reservations. So just be careful when you do call some competitors in another state, you know, because they might not be as willing. So just keep that in mind. Okay, so we talked about this, you can sample your own client base, you can do a survey to your own client base through your email marketing, or you can shop your competitors and sample them and see, you know, what, who's shopping them. And then finally, we talked about, you know, calling some of your competitors in another state and doing some research and just asking them, you know, who is their target market who is their client base. So those are a few of them. If none of those help you out, which I would imagine one of them would, you just have to do it, because it's not going to be easy. The easiest way is of course, your own client base, that's the easiest way is using your own resources and talk to your clients and figure out, you know, who are they and what did they like and what do they like to do, okay? That way you start understanding your client base, anything outside of that, then you'll have to do a little bit of work and it's, you know, it's you doing the do so it's not going to magically come your door your way. You know, there might be some market research that you look for online, that you could find of a typical client for your industry or your type of business. And that would totally be okay. I don't know without knowing the resource, I wouldn't know the the validity of the research. So just be careful, whatever you find online and if you use something like that, or program or virtual tool, okay? So let's say that, okay, you don't have a client base to ask and you know, this, you're new at this, and this is your, your, you know, thing. And so, the other thing, let's say you didn't do any research and you're just like, you know, I, let's say you're very general, you're saying I market to veterans, because I try to give them jobs and you know, they're displaced, and I really want to help them get back into the marketplace and I'm going to give them coaching and training and then redo the resume and what have you. Okay, that's a great plan. So that helps because you have a niche market. So it's very easy to target that niche marketplace, and then we start creating the avatar for that, you know, person that you're going to go after and target. So that makes it a lot easier. Okay? And let's say so. So it's very easy to create an avatar and then start building on that and then start making sure that that avatar does align as you get grow. And as your business grows, and then as you get better customers, and we start refining that avatar so that you're hitting the nail on the hammer on the nail. And so again, the whole point of this is, so you don't waste money on. And let's say, you know, I know people, and I'm just going to be hypothetical here. I know people who go into like Google AdWords, and they don't really define their audience. So they're not well versed in it and they're picking any area. So they're picking the whole United States and they only have one location, let's say in them and Madison, Wisconsin, that's not a good resource, okay, that's not a good use of their money. So they're not really creating a good avatar for that customer. So let's say they did some Facebook ads and they hit that boost button. First of all, please don't ever hit that boost button that's remnant inventory means it's garbage, they're just going to give you what's left, okay? And if you don't understand how to create a
profile in Facebook, then these avatars really are not going to work for you. In Facebook, you do need to make sure that you go in and identify who your ideal customer is. And again, this is with age region, you know, and interests and specifics about who they are. Because, again, the more drill down that you can be the more specific That you can be, the better for you. And the better for you to save money in regards to your advertising and marketing, and how effective it will be. So, there again, there's other ways to create your audience and understand your audience. A lot of the marketing and advertising platforms also except uploading your email marketing list, so it will start to learn who they are and identify and find other people just like them. And so, so that's another great way. Another great way if you don't have an email marketing list, or you don't know who your customer is, you can also identify your customer, as you know, the traffic on your website. So that's another way that You can profile and target a specific audience is through your website traffic. And you can even profile it to a specific page. It can be, you know, people who visited a certain page on your website, and that they're the most likely to be a very targeted consumer or someone who would most likely do business with you. So, at the end of the day, what I'm trying to tell you is there's so many ways that you can identify a target audience, you know, you just have to do a little bit of work and you little, you've got to put some time and energy into it. Because you do want to create these avatars. These avatars are going to save you a ton of money. They're going to save you a ton of time, and they're the best way to put these resources into your marketing advertising so it is effective, and your marketing advertising is going to the right people, and not just random people out of nowhere with no rhyme or reason you don't want that kind of program going on. And again, anything that's digital, you can really be very specific and put these parameters in to help you out.
So so those are like some good examples and those are some really good ways for you to put in. You know the parameters for your audience. If you have any questions or if you feel like okay cat I'm exhausted and none of these are working for me or if you just don't know what the hell you're doing, give me a call reach out to me. I'm happy to help you out. If you go to the standout and grow website, there is a calendar link that you can set up an appointment with me anytime I'm happy to talk to you, I'm happy to help you out and identifying who exactly is your target audience. Because again, the last thing you want to do is exhaust a lot of money and resources into a campaign. And it's not targeting your key consumer, your future customer, your ideal customer, it's that's not going to be a win win for you. In fact, that's going to be you throwing a lot of money against the wall and seeing if it sticks. Nobody wants to do that. And I don't want you to do that. That's not a very good business decision. So I will end with you know, that's pretty much the fundamentals that you can take to identify your target audience. Again, if you need any help with that, certainly reach out to me. I am so accessible. Check out the notes on standout grow so that you can see what exactly what I'm talking about and go through the exercise and identify your target audience. And again, if you need help reach out to me, but I know you got this you got this and I'm hoping that this will help you make again another good business decision toward your advertising and marketing investment dollars. Thank you again and until next time you got to
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