How well do you know the target market that your web site is aimed at?

Odds are you can't describe them as precisely as you should be able to.

It can mean a huge difference to the success of your site, here's why.

Many web site owners fall short of their potential because:

• they only have a vague idea of who their target market is
• they don't apply the information about their target market in the best way for the site

The critical thing is to be able to visualize the typical customer as precisely as possible.

Understand the following about them:

• who they are
• where are they likely coming from
• what other services are they likely to be seeking before and after yours
• what are their wants and needs

If you have never taken the time to identify your target market this precisely, you are STRONGLY recommended to take the time to do so!

For Example

Let's use a dry cleaning business as an example for a moment.

Who is their target market? Anyone with dirty clothes which need to be pressed?

No.

A dry cleaning business has a pretty focused target market:

• they are geographically located within a few miles (or kilometers)
• usually professional people, or
• people who wear a uniform
• likely repeat customers

Knowing this is one thing, but using this information to their marketing advantage is another.

What are some of the things that a dry cleaning business could do with this information to increase their business?

• make contact with all of the local area businesses which have professional workers
• offer discounts to the any local workers which have uniforms such as police, fire, and postal employees etc.
• make contact with any local schools which might have uniforms or costumes for productions
• arrange for coupon swaps with local businesses such as sub shops, video stores, bowling alleys, gas stations etc. You promote their business and they promote yours.
• offer a customer rewards program for repeat customers

Ok, now how to...

Apply It To Their Web Site

Targeted marketing does not apply only to offline efforts. You can, (and should) apply your specific knowledge of your target market to your site.

In the example of the dry cleaner they can:

• get banner links on local area web sites for their business.
• include an online coupon to encourage their business. Online coupons can be created by using the free online tool I talk about in this article.
• provide a map and contact information so that they are easy to find
• list the various services and prices including mention of any discounts for regular uniform dry cleaning

Some very specific marketing efforts can be made once a clear picture of what your target market is. By taking some time and understanding clearly who is visiting your site, you can focus your content so that it has maximum appeal. This is a tremendous way to make your site much more effective.

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