In today’s fiercely competitive landscape, the adage “one size fits all” simply doesn’t cut it anymore. The truth is products or services marketed to everyone often end up resonating with no one in particular. To truly excel in the marketplace, it’s imperative to adopt a targeted approach that hones in on the demographics most inclined to engage with what you offer.


In today’s blog, we’re diving into insights from our recent podcast featuring Terry Ramsey, the owner, and founder of Ptero Business Solutions. She discusses the challenge of shifting her company’s focus toward serving vocational schools and higher education while still keeping their existing clients, who are mainly individual business owners, happy. Terry informs us, that it’s not just about making the switch—it’s about adapting our systems and services to meet the specific needs of educational institutions. She emphasizes the importance of building connections within the vocational education community through networking and active participation in industry events. Keep reading for helpful steps in creating a target market strategy to further help Terry, as well as small business owners like you.

Crafting a robust target market strategy is akin to wielding a finely tuned instrument—it allows you to direct your marketing efforts with precision, ensuring maximum impact and resonance. By identifying and understanding the unique characteristics, preferences, and pain points of your ideal customers, you can tailor your messaging and positioning to speak directly to their needs and desires. Embracing a target market strategy doesn’t mean pigeonholing yourself into a single demographic. Quite the contrary—it empowers you to recognize and serve multiple target segments, each with its distinct set of preferences and behaviors. Whether you’re catering to different age groups, geographic locations, or psychographic profiles, the flexibility of a targeted approach enables you to adapt your tactics accordingly.


Your target market strategy is a plan you will use for growing sales with a specific group of customers. The simple fact of the matter is that few products and services truly are for everyone. To be successful, you can’t try to market to everyone. Instead, your efforts are better focused on customers who are already likely to want your product. Whether it’s because of a specific problem they have, something unique to who they are as people, or a specific interest. These are the people who are most likely to turn from leads to sales.


You can build your target market strategy by using these key factors and questions:


Identify Your Customer Base: Who uses your product and why?


Your customer base is who you should be marketing to. This may seem obvious on its face, but many business owners choose to take a more general marketing approach rather than a targeted one. Then they wonder why their marketing dollars aren’t turning into leads and conversions! You may have different market segments that use your product – this is okay! You will simply identify the demographics and needs of your market segments and develop target marketing strategies for each segment. Find out what problem your customers have that is solved with your product, and develop your marketing initiatives with those aspects of your customer base in mind.


Think about your niche: What makes you stand out from the crowd?


Customers today are presented with more options than ever before. Gone are the days when only one or two businesses in town provided a product or service. Therefore, you need to stand out from the crowd. Your unique selling proposition should make up a cornerstone of your target marketing strategy.


Where Does Your Customer Get Their Information?


Once you know who your customers are, research how they receive information. Is it social media, TV ads, or the newspaper? This is where you’ll be able to reach them. If your customers are all on social media platforms, then that’s where you should be focusing your marketing efforts. Don’t bother with other vectors like mailers or billboards in that case. You need to go to where your customers are and market to them in that space. This may require learning about how to do so effectively through different mediums. A bonus to this is the fact that advertising is more targeted than ever before. Especially when it comes to the internet and social media, advertising platforms already come pre-built with the ability to target your marketing to different customer segments based on their demographics – giving you more bang for your buck than ever before.


In a world where consumers are bombarded with countless messages vying for their attention, the key to cutting through the noise lies in speaking directly to the hearts and minds of those who matter most. With a well-crafted target market strategy as your guiding compass, you can navigate the complexities of the modern marketplace with confidence, knowing that every marketing dollar is being invested where it matters most—into the hearts and minds of your most valuable customers.


Are you looking to create a specific niche and reach the right audience for your business? Setting a good target market strategy can make the difference between success in the industry and failure. A trained business coach can help you to analyze your business and what makes you unique, then help you to identify your target market strategies around those factors.


If you’re ready to get unstuck & thrive by knowing your customers and what leads them to your business.


Book your free consultation today using the link below and let’s create a target market strategy for your small business.