Living Entrepreneurship Blog / Babson Entrepreneurs

Target marketing in your business

Randomly marketing to potential customers and suppliers across the globe will mean that a high percentage of your work will land on barren land. Instead you want to aim for the groups of individuals whom you know will be interested in your business venture.

Target marketing is the process where you aim your business towards a specific group of individuals. Whichever age group, gender, profession or socio-economic group you are aiming towards your marketing needs to be focused on the relevant one. This process makes marketing much more cost effective for your business because you can focus your promotions, advertising and services on your purchasing targets.

You need to look into why your purchasing target is going to be interested in your product. It might be out of luxury, necessity or a practical solution for a problem they may need to tackle. Do not be alarmed either if your product spans one or all three of these categories. Once you have researched the reasons behind the purchase you can design a marketing campaign which suits your target audience. Don’t forget that communication techniques may vary depending on who falls into your target market. For instance you may not want to use three-fold leaflets if your purchasing targets are active users of social marketing platforms.

It is useful to work out your target market early on in your business venture as it can give you a realistic insight into your potential customer base. It may be that only a very small category of people will be interested in your product, in which case you need to work out whether your investment will reap the benefits you expect.

There is little point in attempting to market an expensive desirable brand to people who are unlikely to be able to afford to purchase it and so having a target market is essential. You will only suffocate your business opportunities if you fail to seek out the market that is likely to be interested in your product. It is therefore better to spend time and energy into researching your purchasing targets before you begin your marketing project. Information is available from many sources, for instance, use local statistics from the council or library if your primary market is your local community.