Once you are clear on your unique selling proposition (USP), it's time for you to focus on your target market, otherwise known as your “persona.” Your persona is absolutely key, because it is going to help you to attract your ideal prospects.
To start, think back over the years about your best clients. Who are they? What did they sound like? How did they talk? How did you sell them on the deal? What channels do they use to communicate—e.g., over the phone, via email, or on social media? What do they read or listen to? What zip codes do they work and live in?
Get really specific, as all these insights will help your marketing team with the positioning and at-large strategic game plan.
The good news is you can ideally have more than one target market. It’s best to have one overarching target market and several sub-targets underneath it.
Be careful to not get carried away. If you try to target everyone under the sun, your resources will be diluted. It’s only the Morgan Stanleys and Gallaghers of the world that are able to deploy an enormous amount of resources and ad dollars to target everyone. As a mid-sized company, you’ll get the most use of your resources if you zero in on your target and serve up personalized content and campaigns that reach them.
Why is this important?
By identifying not only the prospects you want to be your clients, but also those who respond best to your campaigns and digital marketing efforts, you’ll be able to identify your true “perfect client.” This will help you target the most relevant and most responsive clients in future ads and marketing.
Clarity around your target market is key to help ensure the resources you spend on marketing (and sales) are targeted and help reach your ideal prospects. Doing this will help you save time, energy, and money, thereby improving click through rate (CTRs), return on investment (ROI), client runover, and cost per click (CPC) on your campaigns and marketing tactics. Homing in on your perfect client will be more efficient and effective for your business and will likely lead to attracting more long-term, happy clients.
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