You can sell more efficiently because you are targeting the right customer with the right product, with the right message in the right way.
You know the old saying in the real estate business – “The three most important things in real estate are location, location, location.” In marketing the three most important things are targeting, targeting and targeting.
To create targeted messages, you first have to identify your audience – who are you talking to? You can use a variety of data (demographic, psychographic and behavioral) to divide your customers into distinct groups based on similar characteristics, needs or actions. By design, each group has fairly similar needs, so you can assume they will respond consistently to a given marketing tactic. They are likely to have common reactions, feelings and ideas about a specific message. They are likely to respond in a fairly predictable way to a marketing campaign focused on a specific product, sold at a given price, and distributed and promoted in a certain way.
In order for this approach to really work, you need to understand some things about each of your targets:
- What are the similarities within the group? How are individuals within the group alike? What is common among them?
- What are the differences between the groups? How do the groups distinguish themselves?
- How large is each group? Can you reasonably estimate the size of the group? Can this be validated?
- How accessible is each group? Is there a direct (or indirect) way to reach the group?
Use this kind of targeting to improve the focus and impact of your marketing activities. Understanding how different groups of customers perceive their problems helps you define your messages more clearly.
Information provided by Laura Lowell and, with permission, shared. www.lauralowell.com
Author K. Meador is a mom to two grown sons who are currently pursuing their adult lives outside the home. She enjoys history, aviation, writing, and romance. In addition, she enjoys photography, walking, and visiting with family and friends. For the past several years, she has traveled with her job and has now settled down in Oklahoma City area.
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