How to know your target market like the back of your hand

Effective marketing requires a very good understanding of your target customer. Begin by writing the name of your target market, e.g. “Lower Hutt businesses of 5+ employees.” Then ask yourself these 13 questions to help you describe your customers and their behavior. Jot down your thoughts as you go.

Ask yourself:

• Who helps them or influences them when they make a buying decision?
• What sort of environment/situation do they use your product in?
• What are they thinking/doing just prior to buying your product?
• Who ultimately decides whether to buy or not?
• When do they make purchase decisions?
• What do they do in their spare time?
• What motivates them to purchase?
• What quantities do they buy in?
• What do they like and dislike?
• What do they value in life?
• Where they people shop?
• Where are they located?
• How often do they buy?

Having a clear idea of your target market a vital part of selecting the most effective marketing programme.

Knowing your target market will help you decide:

• The best time to engage your customers (should you send out a Facebook post at 3:00 pm on Sunday?)
• The best method to contact them (will a newsletter or a phone call be better?)
• The best style (should you use a familiar tone? Or load your copy with industry related terms?)

Offer services that your customers will want and will respond to.