We’re already almost halfway through 2013. Can you believe it? I know I can’t. As spring turns to summer, everything is growing and in bloom. It’s this time of year that I like to be sure my business goals are in line for the rest of the year, and begin thinking about major milestones I’ll want to hit next year. This means going back to my business plan and revisiting my target market.
Planting A Seed
Think of your target market as one seed. As a child, we usually practice by potting one plant, before we grow up and sow a garden, plant a forest, or plan out Biosphere 2. Instead, to grow that one tiny seed we need to know exactly what type of plant it will be, and then we can determine the exact amount of water, nutrients, and sunlight it needs to thrive.
That seed is your ideal target audience. Defining your ideal target audience is probably the hardest business component to figure out, but most necessary element to define to see business success. You just can’t market to everyone. Just like you need to know everything about that seed, you need to determine exactly what type of person constitutes your ideal client or customer.
Growing and Changing
Here’s something many business advisors fail to mention: it’s important to remember that if you don’t like the target audience you pick today, that doesn’t mean you’ll keep that picture of your ideal client forever. Your seedling will change and grow over time, and so will the way you envision your ideal target market.
The trick is to pick one target (to start out) and focus your messaging to attract these potential customers. Once you get a few members of that target audience in the door, evaluate what you like about those customers and your experience with that demographic. This process allows you to tweak your message accordingly. In the long run, you’ll be able to define and attract the targets with which you most want to do business.
Maybe you plant a pine tree, then plant a birch tree in two years and nurture both. Maybe you grow a huge garden solely comprised of tomatoes. Maybe you stick to a small squash plant because it’s a very lucrative niche market.
From Seeds to Trees to Forests
Once you discover the true identity of your target market, you discover the identity of your business—and that’s what branding is all about! But after you’ve redefined your target audience again and again, then it’s time to update your image with a brand refresh or brand makeover.
And that’s completely ok!
Your target audience may grow and change. Relax! That’s totally normal. You may have three or thirty different target audiences over the lifetime of your business—some at the same time. Over time, you may find that your target audience is actually growing WITH your business. Or, you might notice you need to redirect your marketing efforts entirely. Most often the level of change required lies somewhere in between.
When you think of the exercise of defining your target as a process, defining your target audience doesn’t seem as daunting or as permanent of a task. This method of tolerating change allows for growth and mistakes, but with kindness and forgiveness. Just like your garden: as long as you pay attention and tend to its developing needs, it will thrive and grow!