Some people believe that it is better to target a huge market to get noticed. I disagree. I believe the more you narrow down your market the easier it is to get to them. With Christmas here it is now time to start thinking about how you plan to improve your sales for 2012.
It all starts with defining your product. In the course of defining you should think about who would buy your product. Get very specific. How old is he/she? What kind of income bracket do they fall into? What kind of job do they have? How do they spend their weekends? Why do they want to buy your product?
Create the perfect model of who buys your product and market to them. Both Google AdWords and Facebook advertising make it easy to advertise to the model you just created. You can even target them by what time they are on the Internet.
Just like in the dartboard above, the main target is a small one with plenty of room around it. As long as you are always aiming for a bulls-eye you are going to hit something outside of it, even if it is the wall the target is hanging on. Aim for your ideal customer and concentrate on talking to them.
This is something I personally have a lot of trouble with. I know I'm targeting women who know enough about embroidery to know what goes into my work, but that's about as specific as I ever get. I've sold to people of all income levels and ages. The one other factor is that they all seem a bit non-conformist and willing to try new things. But when I try to move from there into targeting those people with, say, a facebook ad, I don't know where to begin. I'd love to see a post where you take someone shop and get more and more specific about who their customers probably are and how to market to those people. (I volunteer...)
ReplyDeleteI agree, I'd love to see a post with a real shop as an example. I have trouble with this too. I have a decent sense of who is buying my products, I'm just not sure how to target them specifically.
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