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-------
In this week's edition of Etips, Shannon
Cherry, of cherrycommunications.com, will assist you in targeting your potential
customers.
To your success!
Visit eBook Starter to download a fully functional
demo
Sponsor Message
 Narrow Your Market to Hit Your Target
By
Shannon
Cherry © 2005
To some online business owners the
thought of specializing is terrifying. They think that if they specialize
they'll miss a huge part of their potential market.
The reality is that if they don't specialize then their target market will
be way too broad. Marketing to a general audience can put a huge strain on
a marketer's budget and reduce a campaign's return on investment.
It’s important for every business to find its niche, so it can market
to those who will use its products or services, not to those who can.
Let’s face it, you can’t be everything to everyone and you
shouldn’t try to be. The best marketing experts know that the more they
keep driving down to their niche, and right for that specific group, the
more success they have. That’s because they focus their message.
So how do you find out what your niche is and who the people are that will
use it?
If you've been in business for a little while, finding your target market
is easy. Just pull out your client/customer records and ask yourself:
* What people or businesses use my services and/or products the most?
*What are the common demographics of my customers? What income level are
they at? Do they rent or do they own their own homes? Are they young and
single, middle aged with children, or older and retired? Are they male or
female?
*What are the commonalities that
my best business-to-business clients share? Are they e-commerce companies?
How many employees do they have? Are they large profit or not-for-profit?
By determining what your customers have in common and what common products
or services these customers purchase, you've just discovered your niche and
the market you should be targeting.
If you're just starting out and need to discover what your niche is and whom
you should be marketing to, then you first need to ask yourself two questions:
what are you best at doing and what do you like doing the most. Your answers
to those questions should determine what your company specializes in.
To find out who will use your services or buy your products check out your
competition to learn how they do business and what customers they attract.
You should also conduct a survey to profile and build a database of potential
clients/customers to market to.
Specializing might be a terrifying thought, but throwing money into a marketing
campaign that only focuses on the possibles not the probables
is even scarier.
Copyright 2005 Cherry Communications/Be Heard Solutions
About the Author:
| Shannon Cherry,
APR, MA helps businesses, entrepreneurs and nonprofit organizations to be
heard. She’s a marketing communications and public relations expert
with more than 15 years experience and the owner of Cherry Communications.
Subscribe today for Be Heard! a FREE biweekly ezine and get the FREE special
report: "Be the Big Fish: Three No-Cost Publicity Tactics to Help You Be
Heard." Go to:
http://www.cherrycommunications.com/FreeReport.htm |
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Today's tip is an excerpt from the highly acclaimed
Web Design Mastery series.
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