The key to any customer-centric positioning strategy starts with identifying your target audience. Without fully understanding who you are attempting to reach, you cannot perform accurate qualitative or quantitative analysis. Furthermore, you may be wasting countless resources on marketing and PR in trying to reach the wrong customer segments!
The following tips will help ensure you’re targeting exactly who you want.
First, diagnose the company’s target audience
- Create subsets or segments of the customer base you plan to reach based on factors such as demographics, socioeconomic classes, age, gender, etc.
- Identify the unmet need or want that is most prevalent within this group. What keeps this customer base up at night?
- Analyze which behaviors drive this segment to fulfill that unmet need or want. Are they tech savvy? Did they pursue secondary education?
Engage the target audience through several marketing strategies
It should come as no surprise that there is a positive correlation between frequency and reach. The more attempts you make to reach an audience, the larger your reach. Now that you have defined the issues that affect your target audience and their processes for resolving them, you want to craft marketing strategies that will result in the desired behavior modification.
Conduct market research to test the effectiveness of your marketing strategies
- Create a value-chain model to graphically visualize your results.
- Tweak marketing efforts to design a customer valuation model that achieves your marketing goals.
- Quantify the frequency and reach efforts to minimize wasteful spending on ineffective advertising.
Define a positioning statement that aligns your brand with your target audience
By now, you have not only identified your audience and tailored your marketing around their behavioral drivers, but you’ve also managed to define what these customers value! Based on these important components, you can effectively design your positioning statement: a promise of value to customers that makes your company, products or services more attractive.