To Drive Sales: Understand Your Target Market

Who are those key clients and customers that you want to target with your small business marketing campaign? You need a clear profile of your target audience in order to create the compelling marketing and PR messages that will capture their interest and make an impact on them.
It’s crucial to understand your key audiences—their priorities and their concerns—to effectively position your products and services to match up with their needs. One way to gain this valuable insight is by conducting a series of informal interviews with your existing clients, business partners and referral sources.
Here are a few suggested survey questions to get you started. It helps to brainstorm with your staff to come up with at least four questions to ask.
Sample Survey Questions:
1.    What services do we provide? (You may be surprised to learn how little some of your regular clients and customers know about the full complement of services that you offer.)
2.    What do you value most about us?
3.    What can we improve?
4.    Who is our main competition?
5.    How do we stand out among similar companies?
The results of this survey will be very useful in uncovering what is most important to your clients, highlighting what they value most about your company, and showing you which services or products you may need to do more to promote. These insights will help you craft the key messages for your small business marketing campaign.
For more marketing and PR tips, read my free report: Eight Key Steps to Small Business Success and visit my blog at www.myprtools.com.