Top 5 Reasons Why Your Marketing Message Needs a Clear Target Market

Top 5 Reasons Why Your Marketing Message Needs a Clear Target Market

The most crucial step in creating an effective marketing message is identifying your target market. Your message needs to speak directly to their needs and explain how your product or service meets these needs. How it does this is the single biggest factor that determines the success or failure of your marketing. So, if your marketing isn’t working, it could be because you haven’t yet defined your target market clearly enough.

What Is a Target Market?

A target market is a set of individuals who share common characteristics. A person in this group is the ideal end user for the products or services you offer. In other words, this is the group of people who can best use what you’re offering. It’s important to define who this group is so you can craft your message just for them.

Cleary Define Your Target Market With These 5 Ways

Give Your Message Focus

The right targeting gives your message focus. You can’t be all things to all people and if you try to be everything for everyone, you’ll end up appealing to no one.

Casting your net too wide will bring in prospects who won’t eventually buy. You’ll waste time and effort nurturing these leads with no result. Targeting tightens up your message so that from the very beginning, you’re only spending time on people who will actually benefit from using your product or service.

Specificity – They’re Speaking to ME

Your prospective buyer is looking for a message that resonates. They’re skimming their social media news feed distractedly and ignoring most of what they see there. How do you make your content stand out?

Through targeting a specific set of people and studying them, you deeply understand the interests of the people you want to reach. You can figure out how to create compelling content that grabs their attention and draws them in. Targeting helps you set yourself apart from the millions of other messages they receive every day.

Addressing Pain Points

The most important thing to know about your audience is their pain points. You have to understand what problems they face so that you can show them your product is the solution. Targeting helps you clearly understand what this pain is and how you can address it.

Targeting is Essential Marketing Research

Before you invest a great deal of time and energy into a marketing campaign, you need to make sure there actually is a market for your product. The research that goes into building a customer profile helps to clarify that this market exists and how much opportunity there is there. This is also essential if you’re seeking funding for your campaign.

Refining Your Target

Through this research you should refine your target market. You may start out with a general idea only to discover that there is an underserved segment of the market you can target. You can then adjust your marketing for a smaller segment of the population where you can get more results with less effort.

The First Step: Your Customer Profile

How do you successfully target your market? It starts with creating a customer profile. This profile contains demographic data and information on their values, tastes, needs, and pain points. It describes all of this in terms of one single individual who most needs your product. This is the first step of any successful marketing campaign.

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How Your Competitors Influence Your Marketing Message in A Busy World

How Your Competitors Influence Your Marketing Message in A Busy World

Competitors influence our marketing every day, every time we have something to put out there.  That’s why when you’re crafting your marketing message, you need to know your customers and your product well so that you can explain how your offer solves their problems. But there’s one more party you need to examine very carefully: your competition. Here’s why you should spend some time studying your competitors when creating your marketing message:

5 Ways Your Competitors Influence Your Marketing Message

Set Yourself Apart in a Competitive Market

The goal of your marketing message is not just to explain how you solve people’s problems, but how you do so uniquely. In other words, what makes your offering different from other offerings on the market? In order to understand this, you need to know what your competitors are offering so you can set yours apart.​

Gain Insights into Your Target Market

Studying your competitors can help you gain insights about your target market. You can see how they’re communicating with their audience to get ideas. See what pain points they address in their marketing messages. Why are they doing this? You don’t want to steal their ideas, but you can use their content to help you better understand your shared audience.

What sets you apart from the competition? You need to know this so you can communicate it in your marketing message.

Monitor Your Competitors’ Reputation

You can also gain insights by looking at how your audience interacts with your competitors. For example, look at comments on their social media posts or online reviews of their products. You’ll find customers giving their opinions and asking questions. Sometimes, you can find negative feedback and gain insights into sections of the market your competitor doesn’t serve well. You can then identify in your marketing message how you do.

Discover Trends in the Market

Your competitors can clue you in to emerging trends and recent changes in the market. They may know something you don’t know. For example, you might see their content using a new industry buzzword or see them expanding into a new segment.

In the same way, your competitors can alert you to emerging potential threats in the market. Let their mistakes help you avoid making them yourself. You can take these threats into consideration as you craft your marketing message.

Improve Your Content

Watching your competitors can help you with your content strategy as well. See what types of content they create and how they incorporate their marketing message in each. Once you craft your own marketing message, you’ll need to develop a strategy for how to use it in your content. If you know what your competitors are doing, you can better decide what you will do.

For example, you might discover that your competitors aren’t using Instagram, and this is something you can do. You can also see which of their content is getting the most engagement and gain insights into why.

It takes a great deal of time, research, and careful consideration to craft the right marketing message, but this effort will pay off if done well. One crucial source of information in this process is your competition in the market.

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