“Marketing is the art and science of choosing target markets and building profitable relationships with them; it’s the art of demand management.”
This quotation of Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University, deserves to be carved in marble and put in a hall of fame. Indeed, nothing contributes more to business success than knowing who is ready to buy and honing the offer to fit the needs of that particular target market.
Although quite reasonable, this commandment is often overlooked by marketers of all kinds, who choose the ‘one size fits all’ approach. Offering your product to anyone interested is good. Offering it to someone who wants it for sure is smart. The same rule applies to affiliate programs.
How can you define a target audience for the product(s) you have chosen to promote? Below, we’ve prepared a tried and tested method that should be of good use to you.
Take note: If you already have marketing experience with products of the same category, then we strongly recommend you build on it. It is easier to make changes to the base of knowledge you already have than to start from scratch.
Know Your Product
It all starts with knowing what you are going to sell. Is it a luxury item or a basic, essential item? What is its main purpose? How does it work? Most importantly, what benefits does it offer?
Remember, you are selling benefits rather than product characteristics. For example, if you are marketing our Garcinia Cambogia CPA offer, you should stress more the potential fat blasting benefits rather than the fact it contains an ingredient called HCA.
Hone in on The Ideal Target Audience(s)
Once you have gotten to know your merchandise, you are ready to make assumptions as to who will be most interested in buying it. Do some marketing research! Social networks, publications, forums and blogs are a great source of marketing information. They can tell you what people are looking for in your product niche, as well as give you a general idea of who is looking to buy.
Take note: Make sure you know what audiences your competitors are targeting. They might be overlooking a certain segment of the target audience. Use it.
When a certain breadth of knowledge about your potential customers has been built, it’s time to have some fun! Create customer personas, i.e. a few images of people that combine all characteristics of a certain segment of your audience. Be as specific as possible. Define their ages, genders, incomes, education levels, hobbies etc. You might even add photos. How does your product fit into their lifestyles? Being able to imagine a real customer is very helpful when you are brainstorming the appropriate marketing tools.
Check Your Findings
At this point, your work is almost done. All you have to do is scrutinize the results. Ask yourself:
– Is my target audience too narrow/broad?
– Can they afford my product?
– Do I understand what convinces them to buy?
– Am I able to successfully reach this audience?
If your answers point in the ideal marketing direction, you can use this data to build your marketing campaign with a more targeted approach.
If looking to promote health and beauty products, check out these top-converting offers here.