How to Reach Your Target Market

 

 

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If you’re like many of the work-at-home-moms and mompreneurs I know and coach, you probably got into business for yourself despite your lack of an MBA in marketing. So figuring out how to get people to buy what you sell can be a bit like explaining what galaxies are and where they exist in time and space to an inquisitive seven-year-old.

how to grow your businessI don’t have an MBA, either, but I’ve learned a lot from the school of “learning by doing.” Here is the methodology I teach my mom entrepreneurs to use to get more clients and make more money, without spending much of their money or time.

Make Sure Your Niche Is Narrow Enough

Most of the mom entrepreneurs who hire me as their coach are extremely resistant to choosing a narrow niche market. They want to market themselves to “moms” or to “parents” or to “middle-aged women” or “empty-nesters.” It’s always better to be the big fish in a smaller pond (i.e. “I coach mompreneurs who have been in business less than five years and are raising small children”) than a tiny fish in a big pond (i.e. “I’m a business coach for entrepreneurs.”). Simply put, you can make a much bigger splash in a little pond and get visibility you would be hard-pressed to earn in the big pond.

Identify Your Ideal Client

Once you have a narrow niche, you can focus on the individuals in it. Think of your ideal clients. How old are they? Where do they live? What do they read? What do they spend money on? Where do they shop? Do they buy for themselves or for family members? Do they hold the purse strings? Do they make enough money to afford your product/services? Are they the type people who already value what you have to offer?

Identify Their Top Challenges and Needs

Now, with as specific a person in mind as you can muster, think about their life. What’s good about it? What’s not? What do they keep tolerating? What drives them nuts? What would make their life better, easier, more fun?  If you can identify their biggest problems, then you can tailor your products and services to solve them. People want to feel better, be happier, live longer, be healthier, etc. What can you and your business do to help them with this?

 

Create Products and Services That Solve Their Problems

Knowing this, you’ll be on your way to creating valuable content in the form of products and services your clients will willingly pay for. You’ve tailored your business solutions to meet their top needs and challenges. This isn’t just marketing–you’re listening to your market, doing market research within your specific niche, and you’re creating solutions to their problems. Your clients will pay for people and things that make their problems go away. With this understanding of your client’s needs, you’re well on the path to creating a great marketing funnel.

Go Where They Are and Share Your Powerful Message

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You may be wondering why the title of this post is “How to Reach Your Target Market” when I haven’t talked at all about traditional methods and venues for finding clients. That’s not an oversight; I promise. Now that you’ve customized your offerings and made them solutions to your ideal customer’s problems, you’re ready to reach out and start attracting them to you. I’ve said many times before, “I’d rather attract my clients to me than have to go hunting for them.” Show up/present yourself, your business and your marketing message to them where they are (in the print publications they read, in the blogs to which they subscribe, in the organizations to which they belong). Do so in a way that shows you know who they are, what they need, and that you understand them.  Saying: “I help families and children who struggle with chronic problems like headaches, ear infections and dizziness” is much more powerful than “I’m a chiropractor.”

Learning how to reach your target market isn’t rocket science, but there is definitely a strategy involved. Entrepreneurs who truly understand their ideal clients and who learn how to create solutions to their customers’ needs will have little trouble growing their businesses!

Want to get some more suggestions about how to reach your target market? My business coach and mentor, Rhonda Hess, has agreed to join me  for a 75-minute teleseminar to share with you some of the same proven strategies she shared with me to rapidly grow my coaching business. If you are an entrepreneur in a services business, this is the information you’ve been looking for to understand how to finally get your clients to come to you!  Please join us tomorrow night!

Here are the details:

Title: “When a Niche Is Not Enough–Three Steps to Become Essential to Your Target Market (and Win Raving Fans for Life!)
Date:  Thursday, October 1
Time:  8pm-9:15pm ET
Where:  On your phone and computer (bridgeline details and PowerPoint presentation will be sent to you when you register)
Register:  Click here!

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About Lara Galloway

As the Mom Biz Coach, I am a speaker, business coach and mentor to mom entrepreneurs and small business owners. My passion is helping entrepreneurs create and run businesses that honor their priorities and values. Together with Shelagh Cummins, I co-founded MomBiz.com to provide business planning, marketing, project planning and operations solutions to entrepreneurs who want to work less, make more, and love the work they do. I live with my husband and three kids in Bloomfield Hills, MI.

I am frequently interviewed for my expertise on work/life balance, starting and running a successful small business, marketing your business on Social Media, and creatively managing your time by media like Forbes, Crain’s Business, The Chicago Tribune, and More Magazine.

When I'm not working, I'm wrangling my three kids with my husband, drinking good wine or microbrewed beer, and baking something with lots of calories since food is my love language. I love living in Michigan, especially when it's 80 degrees and sunny.

Find me on Google+and on Twitter.

Comments

  1. Lara-

    What a great post! I am actually working on this very thing right now. I’ve been a Quickbooks coach/trainer and small business accountant in my own businesss for over 1 1/2 years now, and am still trying to figure out what my ideal client looks like! I do know that saying I serve small businesses is not narrow enough.

    Thanks, I look forward to reading more…

    Rebecca

  2. Rebecca,

    Glad you found the post useful. I struggled for a long time to understand that saying I would coach anyone about anything wasn’t working! Rhonda Hess helped me figure out how to declare a niche and then how to go a step further and look at things from my clients’ perspective. Feel free to ask some questions here. I’ll do my best to answer them and expand on these thoughts in another blog post.

    Best to you,

    Lara

  3. Lara, I’m enjoying your blog, many thanks. Great tips. I need to remember to tell others that I help lawyers discover the career they where meant to have whether inside or outside traditional law – not just a career coach for lawyers. I have found the narrowing my niche helps others refer me. They are instantly able to think of people I could help!
    Cheers, Lorin

  4. Hi, Lorin–Thanks for your comments. I’m so glad to hear that you’ve adopted the “narrow your niche” mentality and found success with it. I love how you pointed out that it not only helps you find/attract clients, but it helps others know how to refer people to you. This is HUGE! Coaches, in particular, spend a lot of time trying to tell other people what it is we do, what the coaching industry is all about, etc. This “educating” is nearly always a waste of time and energy. Much better to educate people about how you can solve a specific group’s problems. I think you’ve hit on a great “pain point” for lawyers–very smart!

    Thanks again for stopping by and best wishes to you,
    Lara

  5. Stephanie says:

    I have a hard time knowing if my niche is narrow enough. How narrow do you go?

  6. Hi Stephanie–

    It can be hard to know if your niche is “narrow enough” without knowing anything about the business you’re in and the target market you’ve chosen. But it might be helpful to ask yourself questions about your offerings and your target market. Do you know where to find/how to reach your target market? Do you know what their top pains are? Do you have solutions that can solve their problems? Do you know whether your target audience willingly pays for the kind of things you offer? Do you offer something unique or in a unique way that will cause your audience to relate to you rather than to your competition? If you can answer these questions, chances are your niche is narrow enough and you have done a good job defining your target market. If you can’t answer these questions, chances are you have some more work to do.

    Does this help?

    Take care,
    Lara

  7. Great post Lara!

    That is something I am currently struggling with, making sure I am focused enough to really speak to my audience while at the same time not turning into a laser and creating an audience of two or three!

    Its great to read some tips about how to find that tricky balance!

    Cheers

  8. I know–it seems counter-intuitive, doesn’t it? But it’s a big, big world out there. And I don’t know about you, but everytime I share something that I think is only my problem, or tell somebody about something I thought only I ever worried about, I always find someone on the other end of the conversation that says, “Me, too!” With any luck, you’ll get narrow enough that your target audience will really get to know you and feel as though you know them.

    Good luck to you, Jesse!

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