By Tracie Rollins with Infusionsoft
If you are looking to attract more leads, you might try narrowing down your focus. This might seem contradictory because you want to attract more customers, not less. If the thought of excluding a specific segment seems scary to you, don’t worry. You’re totally normal. When you target a specific niche, you increase the likelihood of developing a relationship with your audience, serving their specific needs and driving loyalty.
Identify Your Target Market
The more you know about your target market, the better you’ll be able to serve them. From simple demographics to in-depth psychographics, you can narrow down your focus and deliver exactly what your customers need. Demographics explain “who” your buyer is, while psychographics explain “why” they buy. Even if you only have a few customers, you can still perform short and simple surveys that give you insight into their purchasing behaviors and the information they seek.
Finding Demographic Data
Demographic information often includes age, gender, ethnicity, income, geographic location, and may include other types of information about who they are, where they live and what they do. This type of information can be found through a variety of sources like the American Fact Finder that is offered through the Census Bureau. Spend a few minutes exploring the site or use the guided search functionality.
Discovering Psychographic Data
Customer psychographic information provides more in-depth profiling about how your customers think and feel about certain topics and how they spend their money. Psychographic information will include lifestyle and media traits like where they shop, hobbies, and the type of car they prefer to drive. It may also include psychological and cultural reasons behind how your target market makes certain purchasing decisions. A good place to find this type of information for your niche is to use Nielsen’s MyBestSegments by zip code. You can also find out psychographics with surveys, reviewing actions taken in your marketing campaigns, focus groups, conversations and through social media.
Take a Stand
Once you’ve identified your target audience and understand their needs you can start to develop your marketing strategy and engage with them. Take a stand on your opinions and methodologies so that your audience understands your position allowing you to attract the customers that you want. It’s far better to have your audience make a decision to do or not to do business with you than have them on the fence doing nothing but taking up your time and resources.
People buy from people they like. If you’re tired of throwing your money away, spend some time understanding and learning about your ideal customer. Then, give them the information that they need with your specific position and opinion on the topic. By following this strategy, you’ll attract exactly the type of customer you want and you’ll set yourself apart from the competition.
About the Author
Tracie Rollins has focused her professional efforts on bridging the gap between knowledge and performance. She applies over 18 years of experience to marketing strategy, research, and development of content that educates, influences and improves the lives of others. She believes that education provides knowledge, knowledge drives actions, and actions change the world.
As the Content Strategy Manager at Infusionsoft, Tracie Rollins helps small businesses succeed by developing e-learning and authoring content for small business consumption and application.
As an entrepreneur, Tracie has appeared on KTVK’s Good Morning Arizona show, and has been featured in the Institute for Industrial Engineering magazine, Woman’s World, Arizona Republic and multiple local publications. She and her husband, Lonny help small business stand out amongst the competition with The Rollins Advantage, LLC. You can connect with Tracie online at LinkedIn or on Google+.