Target market - small business defining its target market

 Who Is Your Target Market?

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Marketing >> Marketing Principles >> Your Target Market

Defining your target market?


Who do you target your message to?  Have you ever truly examined why people call you?  What is your target market?  At first, the questions seem silly.  Your target market calls because they want your services.  But if you truly understand what messages your target market has to hear before they call you, then you can start to concentrate on those messages and put them in places where your prospective customers will hear or see them.  

When a merchant does not target the message 

Have you ever gone to a website intending to purchase and then clicked away and bought somewhere else instead?  Chances are that you went away because you couldnít find what you were looking for or that they simply did not inspire you to make a purchase. You may indeed be their target market, but they have yet to learn what message to send you.

As a merchant, it is up to you to understand what the motivations are that drive your client.  This isnít always as easy as it sounds, and most people donít take this past the first level.  In the case of home care, the obvious answer is that they are looking for someone to take care of their family members.  But this is only the service that they want, it is not what motivates them.  Ask yourself why they want this, and you will find that these motivations are more personal than shopping for an available service.

Marketing home care

In home care and home healthcare, the motivations are all about taking care of someone that they care about and what drives those motivations is comfort level with you.  Your potential client wants to FEEL like you care, and this is because you are a real person.

It is easy to write about the services that you offer.  It is much harder to dig down deep and use your words to turn marketing collateral material into a meaningful message that your company is the company that they want to trust to take care of someone that they love.

Donítí just explain your services, talk about them and why you offer them.  Before any client does business with you as a home care or home healthcare professional, they want to know that this is more than just a profession for you, and that they will be more than just a replaceable business opportunity.  By contracting with you, they are offering to let you into their home to take care of themselves or someone that they care about.

As with any message, you can go overboard with the message of care.  Trying to make the case that the parent is as well off with you as they are with their family probably isn't going to win you any new friends... or clients!  Family caregivers want to be supported, not replaced. 

This is not to say however, that you can abandon professionalism in working with your clients.  You can be the most wonderfully personal and nice person that they have talked to, but if they sense that you lack professional courtesy and responsibility, it is all for nothing.  If they wanted to just hire a really nice person, there is probably an unemployed cousin somewhere in the family who would gladly sit around and collect a paycheck.  Professionalism is an absolute must.


Marketing >> Marketing Principles >> Your Target Market




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