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Target Your Customer Base as Part of an Effective Marketing Strategy

Updated on May 5, 2013

Take Your Business Through the Goal Posts

Goal! Meet your goals with an effective marketing strategy.
Goal! Meet your goals with an effective marketing strategy. | Source

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.

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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?

Build the profile and then target people with the characteristics.
Build the profile and then target people with the characteristics. | Source

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

Telemarketers present your company to potential buyers professionally by phone or email.
Telemarketers present your company to potential buyers professionally by phone or email. | Source

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.

Marketing Approaches

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


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    • midget38 profile image

      Michelle Liew 4 years ago from Singapore

      I think most people take it personally instead of thinking about the fact that their product would be useful or needed by a specific group of people - yes, not everyone wants or needs the same things. Thanks for sharing!

    • hawaiianodysseus profile image

      Hawaiian Odysseus 4 years ago from Southeast Washington state

      Thank you, northern neighbor, for sharing this information. As a writer and an eBay seller, I'm paying closer attention these days to great tips like these. I'm glad you wrote this, Christy! Aloha!


    • Ruchira profile image

      Ruchira 4 years ago from United States

      Well said, christy.

      Audience sure matters :)

      Sharing it across!!

    • TheHubFactory profile image

      TheHubFactory 4 years ago from USA

      Very good advice, Christy. Applicable to every kind of business person out there, even to writers here on HubPages. Know your audience.

      Voted up and awesome =)

    • Natashalh profile image

      Natasha 4 years ago from Hawaii

      I really need to sit down and decide who my target customer is. I honestly don't know, though, and I'm not sure where to begin!

    • Marcy Goodfleisch profile image

      Marcy Goodfleisch 4 years ago from Planet Earth

      Great advice for every career field. No matter what we do, we all have customers, clients and constituents. I will remember this one!

    • Docmo profile image

      Mohan Kumar 4 years ago from UK

      Excellent info on understanding the client base. Your hub is really insightful and informative Christy, well done.

    • vocalcoach profile image

      Audrey Hunt 4 years ago from Idyllwild Ca.

      I know how important target marketing is. You've provided excellent information here Christy. I will be sure to share this hub.

    • Janine Huldie profile image

      Janine Huldie 4 years ago from New York, New York

      Definitely great information here and in my undergraduate course work I studied Business Management and learned so much of what you shared above. You are so very much right and have of course voted up and shared as always!!

    • billybuc profile image

      Bill Holland 4 years ago from Olympia, WA

      Great information, Christy! I wrote a hub awhile back about writers knowing what their target base is....this is very important information for anyone trying to sell their writing.