Career Advice - A Community Blog

Erik Larson writes about the job market, resume improvement, and career advice

How To Reach Your Target Customers

Written by Erik Larson, Community Blogger | Apr 27, 2017 4:43 AM

Your company's competitive advantage comes from its ability to stand out from the rest and catch the attention of people in a given market niche. It takes more than a beautiful website and a seven-figure marketing budget to truly connect with your customers. There are essential steps you have to take to finally reach the right audience.

Identify What Your Prospective Customers Need

Some businesses focus too much on themselves when marketing. They only think about how they can make their products stand out and reach more people without considering what the customers require. Identifying what your customers want can help you redesign your product development plan and use a different marketing approach to satisfy those needs. This will make you stand out as the main resource for solutions to their problems in the market.

There are many ways to identify customer needs. You can review published market research articles in the sector you are targeting to get a broad view of satisfied and unsatisfied needs. The articles can cover topics related to the customers' shopping behaviors, gender, age, occupation, brand preferences and spending habits. You can also request for customer feedback to help you find out what they think of your business. This will help you identify what you are doing wrong and change it for better ratings and engagements.

Leverage the Customers' Social Circles

Social influence is powerful when it comes to marketing. Without the right social alignment, your business cannot reach the right group of customers, especially if you are targeting the millennials. It is in your best interest as a business to align yourself with the social channels your target customers are already using. If most of them are on Facebook or Twitter, set up an account on that platform and actively participate. 

Use Digital Display Signs

Digital signage is one of the most effective ways to attract new customers. Bold, colorful and dynamic displays can attract the attention of hundreds of people who walk near your premises. The good thing about digital signage is that businesses can use it almost everywhere. For instance, companies can reach thousands of basketball fans and customers by advertising on digital scorer tables. The same applies to companies that attend trade shows and business conferences. 

Before you invest in a digital sign, develop a plan for the type of content and display that can help you communicate your message effectively. High-quality signs will most likely be noticed and remembered more. 

Optimize Your Website

You need to optimize your website for higher search engine rankings and increased visibility online. The site should have clear information about your company, its location and scope of service. It should have relevant testimonials from past clients and a list of references. The keywords you incorporate should be related to the contents of the site and use tags to describe any images.

Establish a Blog on Your Website

Content is a powerful marketing tool for businesses who have an online presence. You can increase your site's search engine rankings and improve your traffic dramatically. A blog will help you serve this purpose well. Ensure your blog features contents that can actually provide real solutions to customers' problems. The contents must not contain any grammatical and spelling errors and should be relevant to what your business offers. You can add visual contents in your blog to create a long-lasting impact on the readers and make them want to know more about your business. Also, make the blog is easy to share in social media and other sites.

Partner With the Right People and Brands

About 92 percent of people trust the referrals they get from workmates, friends and relatives. You can push your content as aggressively as you can, but people might just ignore it until someone they trust encourages them to pay attention. You also need to partner with other brands, especially those that are already established in your target market, so that they can convince their existing customers to buy from you. You can also encourage your existing customers to buy from them so that the benefits are mutual. 

Measure Your Results

Measure your results to help you know if you reached the right group of customers. It is common for companies to identify a target audience only to realize that a different group responded to their campaign. The feedback you get can help you correct such mistakes. You can also use it to make some adjustments so that your future campaign can be even better. 

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