How to Define Your Target Market

Define Your target marketSpending time to define your target market is key to executing a effective integrated marketing communications plan. You need to know who your market is to speak to them in a way that converts them from a potential client to a booked client. You may be reading this and thinking I do know my client, it is anyone who is engaged and needs my service. I would challenge you to dig deeper and find your target within that larger group for more effective messaging. If you are trying to market to everyone, then you are reaching no one.

So, where do you begin to think about who your target market is. Below are some topics to spend time thinking about that will help to define your target market. At the end of the post you can download my free worksheet that helps walk you through the questions of defining your target market.

 

 

  • Demographics: Who is your client
    • Age
    • Gender
    • Income level
    • Occupation
    • Education
    • Family circumstances: married with children, singles, or retired
    • Geographic Location
  • Psychographics: Why do they want to buy from you
    • What activities do they participate in?
      • Outside of the time you spend sleeping and working, how do you spend most of your time?” It’s a broad and open-ended question, but it will give you a sense of people’s activities.
    • What are their attitudes about _____?
      • This is where you can create questions specific to your offering.
      • Examples
        • What is your attitude toward spending 30K+ on a wedding?
        • What is your attitude toward preserving your wedding memories on video?
      • What are their day-to-day concerns?
      • What are their concerns in relation to your service offering/your industry
  • Where Does My Target Audience Hang Out? 
    • This is one of the most important questions to ask when working on your content marketing strategy. The most well written web content like articles and blog posts  are wasted if they don’t reach your target audience.
    • Which social media platforms do they use and what activities does they participate in when they are on these sites?
    • Where do they get their news – the Internet, the radio, television, or print media?
    • Are they reading print wedding publications, blogs, etc.
    • Do they attend wedding shows and tours?

One more final though: Aim to be as specific as you can. If your target is engaged couples you are competing with every other wedding professional in your category and likely some friendors. If you can segment your target down to a smaller group you can stand out.

If you would like to download my free target market worksheet fill out the form below and it will be delivered directly to your inbox.

Download Your Target Market Worksheet

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If you are interested in connecting in my free Facebook book click here. This group is a place to ask your marketing questions and interact with other wedding professionals.

Amber is an Integrated Marketing Communications Strategist and Owner of Cheers Consulting Group. She is also the owner of Cheers Wedding Planning & Design and the co-founder of the Skagit Wedding Society.

Amber has a Bachelors degree from the University of Alaska Fairbanks in Public Relations & Advertising and a Masters of Integrated Marketing Communications for Roosevelt University in Chicago, IL. Prior to starting her wedding planning business in 2010 she worked in corporate marketing. 

She is passionate about the wedding industry and helping wedding professionals grow their businesses through strategic marking. Amber has three daughters a boston terrier and is married to her high school boyfriend. She loves wine tasting, traveling, musicals, great restaurants, fancy hotels and being outside with her family. 

 

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