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Welcome back everyone! On today’s episode, we are going to talk about choosing your target audience. Whether you just set up your business, or you have had your business for a while, maybe you haven’t sat down to think about who your ideal client is. Now is the time to do it. This should really be the first thing you do when you get your business going.
So let’s think about who is your ideal client. Who is that person that is going to buy from you? Let’s talk about a few things. I worked in the corporate world in a media marketing company for many years. People always called in and they always wanted to target everyone with their releases. When you target everyone you target no one. When choosing your target audience you want to think about what problem does your product solve and for who? Who are you speaking to when you promote your products. Your message is going to be different based on who you are talking to. You can’t necessarily send the same message out to everyone.
Even large companies like Coke have different target audiences for their product. Coke-zero is teenagers. Powerade- if you look up their target audience it says athletes between the ages of 13 and 24. So even the large companies have someone they are targeting. Does this mean you can’t help anyone else? No. But it does mean you will be crafting your message to the person you are speaking to…your target audience.
So let’s get into your target audience a little bit. Also, you may hear your target audience is referred to as your Avatar in other places. I really hate the word Avatar for your target audience. The only thing I can think about is the blue person from the movie Avatar and that just kind of annoys me. We are going to stick with target audience or ideal customer. When you are thinking who your product or service is for, that’s who your ideal customer is going to be. You want to be able to picture that ideal person in your head. You should be able to go to a magazine or go online and cut a picture of that person out. Cut out or print pictures of their hobbies, what they like to do, their habits, different things like that. This is what you want to think about. Your message whether it is verbal or written is going to be said differently to an 18-year-old female versus an 80-year-old female or versus a 36-year-old female.
You can break this down even further depending on your product or service. For example, maybe you are targeting a mom whose kids are in sports. Is she single, married or divorced? How you speak to her may matter depending on the product or service you are selling. Does she have toddlers or older kids, maybe they love to travel or maybe they hate to travel? Your product or service may depend on that. Do they shop for their own groceries or do they get delivery? Are they religious? Are they in the lower, middle or upper class? Your price point is going to depend on which class you are targeting and how you speak to them.
Your target audience will also determine your content plan later on for your business. You definitely want to stop and think about this as it will determine everything you do later. Again, just because you are picking your target audience, doesn’t mean you can’t serve other people. It just means that your messaging and the main person you are serving is this image you have in your head of your ideal customer.
If you have an established business already then you can look to see who is purchasing from you. Look to see what characteristics they have in common to come up with your ideal customer and data about them.
Characteristics to look for:
do they purchase a specialty item, do they like to work out, etc.
You want to make sure that the message you are putting out is targeting the correct audience. If you are talking about a fitness product or a healthy product and you are targeting someone who never goes to the gym, doesn’t care about working out or eating healthy, then you are wasting your money on them. You are wasting both your time and money on them. It’s really important that you figure out who you are speaking to.
Let’s take baby food for example. You are not going to be targeting people who don’t have babies. You may be targeting grandma or grandpa which is an extension of who you are targeting but you are typically targeting mom or dad. More than likely you are typically going to target mom. If you do your research you will see that mom typically makes most of the buying decisions when it comes to baby food, not dad. Dad is just told what to go by. I know, it’s a little sexist but it is what it is. You aren’t going to target young or old people if they don’t have kids. Again, grandma and grandpa are in secondary markets.
There are a lot of different characteristics you want to think about when figuring out your target audience/ideal customer.
Location: someone who lives on the east coast is going to have a different perspective on things than someone who lives on the west coast. They may have different hobbies, different ways they do things etc. If they are from the midwest, it’s completely different from both the east and west coast.
Income level – lower, middle or upper class. You don’t want to be targeting the lower class if your product is priced for the upper class. The lower class won’t care because they don’t have the money to purchase the product or service so you are wasting your time and your energy promoting to the wrong group.
Education – does it matter for your product or service what type of education someone has?
Marital Status- single, married, divorced or widowed. This may or may not make a difference for your product or service.
Occupation- what do they do for a living?
What are their personalities and attitudes? What values do they hold and what hobbies do they have? What is their lifestyle like?
If someone eats in every day and wants to save their money for something specific they may not be the ideal customer for a meal delivery kit. BUT if that person values their time and energy and would prefer a meal kit to make a quick dinner for their family so they can spend more time with them, then they may be your ideal client.
You want to think about what your audience’s problem is. Why will they choose your product or service? How will your product or service solve their problem? Knowing this will make it easier to speak to them directly in your content. Where do they get their info? Where are they shopping? If they are primarily online shoppers and your product isn’t offered online then you have a problem.
So to sum it up, you want to be able to know exactly who your target audience is. You want to know what they look like, what their hobbies are, where they are located, what their gender is, their marital status, education, values, hobbies, lifestyles, their personality. Not all of these will apply to you, but you want to think about what does apply and what matters to you.
To help you out I created a worksheet you can fill out to help determine your target audience.
Have a fabulous day!!