Target Market Selection is a Major Key to Internet Marketing Business Success

I work everyday with corporate professionals who are looking to leave their jobs and get into the internet marketing industry.  Their first question is, “How do I get started?”  The next question is, “How do I get prospects coming to me?”

Some have already started their marketing campaign.  But they are getting little response.

So here is the first question you need to ask yourself.  “What group of people are you marketing to? Have you made a target market selection?”

I was recently coaching a representative in a skin care business.  I asked her who her target market was.  She told me that everyone was her prospect.  Everyone has skin.

I broke the news to her that by following that approach, she would probably never have much success.  She needed to significantly reduce the size of the market she was targeting.

Why not go after a large market (all people with skin)? After all, there are many people in the market.  Surely, you could find many who are interested in what you have to offer.

But it doesn’t work that way.  For one thing, you must stand out in a crowd.  If you are going after a huge market, you will find it very competitive.  How will your prospect even find you?  Just google “skin care products” and see how many pieces of marketing are out there – in the millions.  You don’t have a chance.

Here is a second major point.  If you are addressing a large market, how do you know what they are looking for? 

You may have the best skin care line on the planet.  Unfortunately, most people have absolutely no interest in your products. 

Some may have an interest.  But why in the world should they buy from you?  Your ad is just like thousands of ads out there.

Your potential customer wants to find someone who understands her skin problem and can give her solutions.

For example, there are many target or niche markets that fall under the overall skin care product umbrella.  Listed below are 3 smaller markets.  For best results, these should be broken down into much smaller markets.

1. This market has tried many skin care products that have failed to provide the results they are looking for. 
2. This market consists of people who have a specific skin condition.  They are looking for someone who understands their situation and can solve their problem.
3. This market consists of baby boomers.  They are looking for products that can solve their aging skin problem.  How do you stand out from all the other anti-aging skin products that are being promoted on the internet?

Obviously, you need to make a narrow target market selection in order to be successful.  You must take an educational approach to your marketing – never promotional

What are we trying to accomplish here? 

First, by determining a small niche market that has a strong need for your products, you will find far less competition. 

Second, you must determine exactly what your market is looking for. 

What are their concerns? 

What are their needs?

What are their problems?

What are their fears?

What keeps them up at night?

What are their dreams?

Then you must solve their problems and answer their questions.  This must come across in your marketing.

How do you determine the problems your market needs to have solved?

You need to get on forums, blogs, and message boards.  Find out what questions are going unanswered.  Google the keywords related to your market.  Determine what issues are not being addressed.

A great way to learn the needs of your potential customer is to ask them directly what problems they need to have solved. 

In order to be successful, you must know exactly what your prospect wants and needs.  If you address these wants and needs through educational marketing, you will attract them.

Your marketing must be directed at the problems of your target market.  When they check you out, they see that you have the solutions they are seeking.  A woman who is struggling has just met someone who understands her problem and can help her.  Chances are you just made a sale.

Most likely, you will have several target markets during your career.  My suggestion is to list 5-10 potential markets.  Then do your research.  Don’t take shortcuts.