Why a Target Market Is Important & How To Focus It

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Recently, Christy Kiltz spoke on the Price of Business.

The Christy Kiltz Commentaries


Too many business owners consider “everyone” to be their target market. Unless you’re selling toilet paper this hurts your marketing efforts! Let’s take a look at why it’s critical to know who your target market is and how it affects your marketing.

How many people plan for a trip, take time off work, load up the car and simply drive aimlessly through town? If you’ve played darts, or done target practice of any kind, what do you do? You aim at a target! Why would it be any different in business?


Why do you need a clear target market?

When you’ve clearly identified your market, you’re able to hone your message and make it more effective. IF you understand exactly what problems you’re solving for your audience, and you’ve “climbed inside their head” to understand how they think, what’s important to them, and how they make buying decisions, you will do a better job of engaging them and turning them into your customer. This also tends to create raving fans because they feel like you totally understand them and have gone above & beyond to meet their needs.

The result of this focus is that your marketing efforts will be more effective and fruitful, and the ROI (return on investment) of your marketing budget will be greater because you’re not sending your message to people who don’t care. Bottom line is that you make more sales for the money you spend which puts more money in the bank, your business, or your pocket.

So, are you feeling that your target market focus is a bit blurry? Here are some simple steps to follow to bring clarity.

First – Don’t forget what makes your business unique. This is the secret to your success because it should be the solution to your target market’s problem. Need help clarifying your UVP? Check out the recent commentary I did on it.


Who is your ideal customer? 

Take time to think about your current customers, which ones are the best, your favorites? Identify why they stand out in your mind. These identifying qualities and characteristics will help you answer these next questions.


What are the demographics of this ideal customer? 

Where do they live, their age, gender, income, education, etc. 


What are the psychographics of your ideal customer? 

What type of person are they? What do they like to do? How do they typically make purchases? Take each of these questions and write down at least 3 or 4 bullet points for them.

What are their wants, needs & fears?

Take time to dig into these elements. Each of us has three layers. The external/surface layer is not the true want, need, or fear. When you dig into the middle layer and the central core, then you can understand what truly makes them tick.

How do they like to interact? 

This is huge because depending on your market, not everyone likes to “Send a DM” or text message. They may really appreciate a phone call!

A clear target market can produce raving fans

Take the time to dig deep into each of these questions. The better you understand your customer and know what makes them tick, the better you’ll be able to engage them. Instead of speaking at people, you’ll be “speaking with them”, inviting a conversation.  And, when you “speak with them”, you’re more likely to gain a loyal customer who loves your business.

I’m here to help you clarify your message for your marketing efforts and hone your target market. For a free consultation on your target market, send an email to christy@designbykiltz.com with the subject line Target Market Focus.

Until next time,
Cheers! To your Business!


Christy Kiltz is the owner of Design! By Kiltz Internet Solutions and has been taking care of business owners online since 2001. Her high-touch digital agency is located in Southern Oregon and provides comprehensive online marketing services and technology solutions that free up business owners to focus on what they love to do instead.

According to Christy, “Service-based business clients come to us spinning their wheels trying to make money online. We form a partnership to turn their websites into lead-generating machines. Our White Glove Growth program is designed to help you get more leads and grow your business.”

In addition to building websites and offering technical support, Christy’s primary focus is education and empowerment. By toning down the “geek” and offering practical tools easily understood by non-technical folks, Christy opens the black box of technology with classes, webinars, and web tips developed to demystify digital marketing. With ease and a bit of humor, she reminds us that while technology continues to move forward at warp speed, many foundational marketing principles remain.


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