Target Your Customer Base as Part of an Effective Marketing Strategy
Take Your Business Through the Goal Posts
The Marketing Strategy: Target This
Every company, regardless of size, needs a solid marketing strategy to develop and to retain customers. The marketing strategy is like a game plan, with you, the business owner, at the helm. Take your business through the goal posts by targeting your ideal customer profile. When you focus on people who are the most likely to buy your products or services, you are more likely to make a sale, rather than attempting to appeal to everyone.
The Likability Factor
As much as you may want your business product or service to be likable by everyone, it is not a probable concept. Just like not every person in the world enjoys one another's company, not everyone will enjoy your business offerings. Do not take it personally. Instead, focus on how to appeal to people who probably need, want, or enjoy your business product or service. These people are your target customer base.
Do you know the characteristics of your average buyer?
What is Your Customer Base?
The ideal customer profile differs between companies. It depends largely on what your company offers the consumer. If your product is a baby stroller, your customer base is likely new moms and families with young children within an income range that can afford the stroller.
Characteristics of the taget buyer usually fit into these categories:
- Demographic Information - Age, gender, income level, nationality, and more.
- Geographical Area - Where does the ideal consumer live? Your company may target a local region.
- Behavioral Characteristics - Brand loyalty is an example.
Who is Your Typical Consumer?
How to Determine the Target Customer
While your business can determine the potential customer profile, it is wise to use an outbound telemarketing company to do so. The outside agency is neutral and specializes in aggregating data from your company sales to determine who is likely to buy your product.
The vendor you choose to work with can also sample populations by phone, email, or mail to determine the characteristics of your average customer for you. The organization spends time calculating figures while you attend to other projects. The agency may even conclude your key customer base is a small one, leading you to change your product to suit a larger demographic than it currently does.
The telemarketing company has staff who specialize in the field, which may not be your expertise. Telephone operators often follow a script you approve of and present your business positively and professionally to potential buyers. The operators learn about your products and have experience in sales techniques.
Telemarketers Save Your Business Money
Cost Efficiency of a Target Marketing Approach
The targeted marketing strategy saves your company money and resources. The telemarketing vendor focuses on contacting people who are likely to buy your products or services, rather than possible buyers. Rather than making random calls or emails, the vendor creates a list of people who meet the target qualities and then focuses on contacting these people.
Your business efficiently markets to consumers who are likely to be interested in the product, which increases the chances of making a sale.
It is likely that your company does have a budget. Avoid spending money, time, and energy marketing your item or service to people who have no need or interest in it.
The marketing approach your business takes, and whether you hire an outbound telemarketing center or not, depends on your company size, goals and many other factors. Targeting your customer base is important to use time and resources efficiently. Increase sales opportunities when you focus on contacting people who possess the qualities of your average consumer. The marketing strategy is not static but rather changes as your business grows in size and continues to evolve.
©2013 Christy Birmingham