How Well Do You Know Your Target Market… Really

Let me paint a scenario for you.  You put up this great website, and yet still your target market does nothing, your phone doesn’t ring, nothing happens.  OK, so you do some SEO, and you do some other traffic-driving marketing or social media, and you’re getting some traffic to your website. Still, nothing happens; the phone doesn’t ring. Now what? You need to be asking yourself, where is the disconnect? What’s missing? Why aren’t they doing what I need them to do?

The idea I want you to think about is what are you communicating to them when they show up? Let’s expand on that a little bit more. This is a little deep.  Your target market does not know what they don’t know. Let me say that again; your target market does not know what they don’t know. So even though they make their way to your website, they may not fully understand first what it is you do, let alone what you do can help them with what they need.

What your website says and how it presents information or any marketing you do how that marketing presents information is critically important. It’s never been or going to be a set it and forget it kind of thing or a build it and they will come kind of thing when we talk about business and marketing, your product line or your services.

It’s not about just putting that service into play, and suddenly you’ll have all these clients. It never was that way, and if it was, you were lucky. Good for you! But for most of us, it doesn’t work that way.

To understand your target market’s pains and communicate with them to address their needs, it’s not enough to have a website and drive traffic to that website. What that website says and what the strategy is to convert that traffic into a prospect and ultimately into a paying client is critically important. So that’s where the strategy comes into play.

Again think about it. Your target market doesn’t know what they don’t know. What are you doing to educate them on what they don’t know and why they should care. A little hint: what they don’t know and why they should care is your service or product and why they should care about it. 

What difference in their life can your product or service provide to them? Paint that picture clearly, of how your product or service can help them solve whatever pain they are having. Point out that you know that pain. Help them understand that you understand them and know what’s important to them. Then you are on your way to making some things happen!

For example, my company provides websites. Does my target market know the difference between a decent website and a great website? For me to assume that they do is setting my company and me up for failure. Think about that for your business.  Are you making any assumptions like that? How could you eliminate that blind spot that your target market has? Can you provide a checklist that helps them compare different service providers or products that compete? Help them understand what they should look for in a company that provides that service. What’s important, really important? Because again, they don’t know what they don’t know.

I hope this was valuable for you. Put some thought into this because miraculous things can happen for you if you do. If you don’t, you get more of the same. So hopefully, the same has been good for you.