Whether you’re starting a new business or growing an existing one, you need to know who is going to buy your “stuff”. (Stuff can be a product or a service. It can be something uniquely yours or something you’re selling for someone else.) Who will buy it? Who is your target customer?
As you identify who your target customer is, think about how they will benefit from what you’re selling. Is your customer a consumer or a business? (If you think it’s both, you may want to concentrate on one or the other and then branch out later because they’re 2 different customers and you’ll need different strategies to reach them.) Bottom-line… it’s critical to your success to understand who your customers are and why they would want to buy from you (and not one of the thousands of other businesses on the web).
As you start building (or tweaking) your website, understanding who your target customer is will help you to write content that reaches them. The more you understand who wants and/or needs what you’re selling, the better. It comes down to the old motto “WIIFM” (What’s in it for me?). What’s in it for your customers?
With hundreds/thousands of websites out there offering something similar to your product or service, who is going to capture that customer’s attention? Will your website even show up in the search results? When your potential customers search, will the content of your website include the words that they’re searching on? Knowing who your customers are and what’s important to them will prove invaluable to you when you’re writing content for your website and your marketing materials (that will drive traffic to your website).
As you think about your perfect/target customer, answer questions like these:
- What’s the benefit of your product/service?
- What problems are you solving?
- Is it going to save them money?
- Will it make their life easier?
- Is it something they would love to have?
A real problem in small business is that your customers can’t really tell the difference between your “stuff” and that of someone else. (That’s how customers end up basing their buying decision on price.) Knowing who your target customers are and understanding what would motivate them to buy is key to writing good compelling content that will convince your potential customers to buy from you.