How to define and reach your target market

What is a target market?

A target market can be defined as a group that shares common needs and problems that your business solves. This can be individuals or organisations. Remember that ultimately, the decision-maker in a business is still an individual. Some examples of target markets can include:

• Males between the ages of 20-30 who ride motorbikes
• Women between the ages of 60-70 who have grandchildren
• Young mums with toddlers in kindergarten
• Product Managers in retail businesses

Your target market should always have the buying power or can strongly influence decision making. For example, if you sell kids clothes, you clearly need to target the parents of kids that your clothes are for. 

How to define your target market?

Before you can sell your product or service, you need to clearly define who it is for. Does your product or service solve a problem for a unique group of people? 

You may think that everyone needs your product or service. This may be the case, however, if you don't segment your market into groups you will find it difficult to have clearly defined marketing messages for each group. Each group has different tastes, needs and wants. One may respond well to a particular marketing message while another may not. Knowing this information can help you tailor your marketing to a specific target audience. 

How to reach your target market? 

1. Research your target market

   Learn about the people who are most likely to buy your product. What do they like, dislike and how do they feel about your business and products?

2. Understand their problems

   This is arguably the most important part of reaching your target market. You should have clearly understood their problems when you developed your product or service in order to solve those problems. Remember why you started your business in the first place and make sure your target market knows why you exist and how you help them.

3. Go to where the people are

   You need to know where your target market hang out in order to reach them. Do they use certain social media platforms, do they shop at certain places? Are they involved in certain activities? Knowing this information helps you to put together effective and targeted marketing campaigns.

4. Know what message will resonate with them

   Now you need to make sure the message you use is in line with your audience. Does the tone and style of your message attract your audience? Should it be professional or a bit cheeky? What kind of feelings do you want to evoke when you talk to your audience?  

Now that you have an idea of how to define your audience, you can go forth and segment your audience to create personalised marketing messages for each group. Resulting in a clear and succinct message that will engage your audience. Then be sure to plaster that message in all the right places where your target audience will see it. 

To learn more about reaching your target market or how to grow your business, check out our Business Success Map. Designed to help business owners and entrepreneurs who are serious about growing their business.