I really do not like the question… “Who is your target market?”. It is something I struggle with. I think I have it figured out and then the next day I go and change my mind.
- I don’t want to be restricted
- I don’t want to be pigeon-hold
- I don’t want to be backed into a corner
At least that is what it feels like when I try to hone in on my target market. No matter how hard I find it & how much I don’t like it… I understand that knowing my target market is key not only to my business but also to my website.
A Target Market is defined simply as: “A specific group of consumers at which a company aims its products and services”
When you know your target market it becomes easier to figure out a few things like,
#1) Your Website Copy
It seems that every group or industry has it’s own set of buzzwords and acronyms. Your website copy needs to reflect that you understand the way your target market talks and the terminology they use. Don’t go overboard on jargony sounding speak of course, but, do demonstrate your expertise, that you know and understand your customers.
When you know what information your customers are looking for you can craft awesome content for your website.
#2) Your Website Colors
Color is powerful. The wrong color will turn away a potential client, the right color can them in.
What is the personality of your target market? Are they energetic and looking for bright colors, or are they stressed out and looking for something soothing.
There is a reason a lot of banks have blue in their logo and branding – the right blue can be calming and convey a feeling of trust.
If you are a spa bright neon colors won’t go over so well. If you have an online toy story, soft neutral colors won’t work for you either.
#3) Your Website Style
This is a question I always ask with a new client – and most of the time it’s a question that hasn’t even been thought about before.
Knowing who your customers are will let you know:
- Are they a younger crowd and expect a lot of action on a site
- Do they need a variety of media types like video, sharable images and buttons to click
- Are they tech phobic and need content and features presented as simple as possible?
So, I’m giving you some homework
Part 1: Write out a description of your target market.
Here is an example of one of my client profiles: (remember, this is still a work in progress!)
- Description: Male, 40-50 years old
- Career: Coach/Consultant
- Values: VERY family oriented, works hard to stay healthy and keep their energy level high to keep up with a busy schedule.
- Interests: Outdoor activities, intellectual pursuits,but few hobbies
- Education: Intelligent, deep thinker, avid reader and invests in his continued education. He has at least a Bachelor level of education but his current career is mostly self-taught and learned through professional experience.
- Social Media: He has a presence on multiple platforms but focuses mainly on LinkedIn and Twitter, Facebook when he needs too.
- Website Experience: Limited to no experience with WordPress and is looking for a done-for-you level of service.
- Business: Established business that is on the verge of a growth spurt and needs a website that will reflect this growth and new level of business. He will also be looking for support in maintaining the site in the future. He may have an established team or will be looking for website support after the site is live.
A previous marketing coach I worked with would take this, tear it apart and ask me another 30 questions getting down to what do they eat, hobbies, shop, favorite color and what flavor gum they choose. Hi goal was to get you as clear as possible create and tailor your marketing to them.
Part 2: Research your competitors
Make a list of at least 3-5 of your top competitors and make note of:
- What colors do they use?
- What type of site do they have?
- What features do they include on their site?
- What kind of interaction do they offer site visitors?
- Make note of what makes you say “WOW!” Or “Uh, no!”.
Part 3: Your personality
Yes we want your website to speak to your target market but the goal is also to make sure your personality shows through as well.
Too many times I have had clients come to me for a website redo only to find out that what I picture them to be like, from looking at their website, in no way matches their personality.
My personal rebranding project this year brought that to light in a big way. This new brand and website style is something I am much more comfortable with and it shows in just about every aspect of my business and marketing.
Make a list of ways your personality can be represented on your site. You on video? Pictures, Blog Posts, social media profiles etc.
Knowing your target market makes the job of creating a website that is effective and converts a much easier project to tackle and take on.