By Sharon L. Hadden on September 05, 2017
Every business relies on its customers to thrive. Without customers, we women in business would be banished to being lifelong hobbyists!
I talk about sales concepts and selling to your perfect customer quite a bit, on Instagram, and now that we’re entering the last quarter of the year, it’s only right to bring together my Instagram posts into an article on why you should get to know your audience when selling.
First things first, EVERYONE is not your target audience. If we spent our time selling to every customer, rather than the customers who are a perfect fit, we’d waste all of our marketing dollars simply spamming anyone who would listen. If you want to reach more women customers, and ultimately make sales and marketing easier, you have to do the important work of getting to know your audience.
Different groups of people have different needs, wants and preferences. A senior citizen finds and receives information in a drastically different way than millennials or Gen Xers, just as single women will have preferences that differ from married mothers. Because of these differences, your marketing message must vary, to connect with each individual audience. Otherwise, your marketing efforts will yield little results.
This is exactly why it’s important to get to know your audience when selling. You avoid wasted time and resources, while also establishing a unique connection with your target audience. Armed with insights about your perfect customer, you can begin to reach more women customers with content marketing.
I’ve learned from experience that narrowing down your target audience takes the guesswork out of content creation. Once you understand your audience, suddenly, your social media posts become easier to write, your elevator pitch becomes more natural to recite, and you begin to make more strategic decisions about marketing, to grow your business.
Let’s say you want to sell more custom jewelry faster. You could target all men and women, of all ages, with one generic marketing message, and hope and pray that it works. You could create separate marketing materials for men and women of all ages, and write a boatload of content to support these campaigns. Or, you could narrow down to the exact customer interested in the type of custom jewelry that you sell.
With option #1 and #2, you might find yourself making so little return on investment, for countless hours spent on materials, that you resolve yourself to believe that marketing is a waste of time. Savvy women in business, who do the work of getting to know their audience, don’t waste marketing dollars on generic marketing campaigns. Instead, they go for option #3, and target their perfect customer, every time.
So, why is it important to get to know your audience when selling? Because without knowing your target audience, how can you create content that makes a difference in the lives of your customers? How can you find your online tribe? How can you possibly expect to grow your business with digital marketing?
I’ll be covering more on how to identify your target audience when selling, as well as the best way to find your target audience in later posts, but for now, leave a comment and let me know your experience with finding your audience online.