Updated: Sep 26
I'm going to outline in this post how to expand your pool of customers by identifying new targets for your Marketing
Try this exercise
When you first created your product or service you may well have done an exercise to figure out your audience, target customer, target market If you didn't ever do that it's worth stopping even if you are 5 years down the line and doing this exercise Ask yourself who in an ideal world you believe would be interested in what you are selling?
Think about the area they live, are they rural or urban in base? This may have an impact on how you sell either via a network of shops or strictly online.
Think about their interests, do they like trying new things, are they more likely to try them if recommended by someone else? This may change which marketing channels you engage from influencer Marketing to targeted online ads. All of this identifies a pool of your natural customers. Finding them should be fairly easy
How do I move things on?
But how do you move along from this?
Tip Use a natural progression model. If you are geographically based could you move one postcode over and apply the same ideal customer exercise to a new area If you sell a certain size of product that is popular could you create a larger one which may appeal to a bigger family, or those who like to buy in bulk For your business think about it right now, what is the natural next step for me that keeps my customer profile but offers a wider remit with one small change
Would you like more help with your marketing? My new book is out now
If you would like a book of 100 Marketing Tips written just for small business owners then do have a look here. I wrote this book to be easy to read cover to cover or to be kept as a reference to dip in and out of!
What to read next
The partner article to this is Find and Keep your Dream Customer
Shona Chambers Marketing is a Marketing Agency based in Nunhead near Peckham. Specialising in helping Small Business Owners and Freelancers with their Marketing. Based at 61 Cheltenham Road, Peckham, SE15 3AF