“Everyone” is not a target market

When we hear people say ‘everyone’ is a potential customer, okay that may be true. However, not all customers are created equal.

There’ll be smaller pockets of people or businesses that have similar needs, are easier to engage, have a stronger need, and/or that have a lower cost to acquire, that give your business the biggest ‘bang for buck’. 

Understanding these segments is the key to awesome marketing and sustainable sales. Yup, there are other factors too of course, but you’re giving yourself a great head start if you can identify who/what those customer segments are, and focus your sales and marketing spend and time engaging with them.

When you market to everyone, it’s really like taking a can of paint and throwing it at your house, hoping some will stick where it needs to. There’ll be a tonne of waste, windows will get covered, there’ll be some on the ground, and some on the walls. Maybe too much in patches. Get the gist? That’s what happens when you just ‘market’, slap an ad in the paper, or buy a radio spot, or play on social and boost a post every now and then. A little lands, a lot doesn’t. In reality, you’re not gunna paint a house like that so let’s not market like that either.

When you understand your customer segments, you can better understand their pain points or the opportunities your solution can offer them. Your marketing activites can address these, and you can spend your advertising budget making sure your content reaches them, as you’ll have some intel on where they spend their time too.

It’s easier than you think to get an understanding of your customers. It’s all covered off here in this free Persona workbook we’ve whipped up for you:  click here

When you know your customers, know how your solution adds value, and connect with your customers on the channels they use, that’s a much surer way of achieving your goals and a more efficient and effective way to market!

Image credit: the streets of Christchurch. We're unsure of the awesome artist who did this pic, but it was snapped in May 2018, on the side of a building on Hereford St in Christchurch, New Zealand. Very cool!