The worst marketing mistake that web designers and developers make is not intentionally targeting a specific market that they can best serve.
How To Define Your Market
It isn’t that you are locked into only having Bob’s as clients, it just helps you to think about what appeals to Bob when you are putting your marketing together. What are Bob’s needs, his wants and desires? What does he lie awake at night worrying about? How can you help Bob? Of course a lot of Bob’s needs will be the same as Susan’s or Jose’s, and you can certainly take their business, too — but you are targeting Bob.
Another guide in defining your market is to look at your current and past clientele. Sort out the ones you wouldn’t want to work with again and narrow down the top 20% of your clients. What do they have in common? If you want to get as detailed as having an avatar, they should probably look something like these top clients of yours.
Eliminate who you are not targeting. I can make some broad general assumptions about who you are not targeting right now. There are not a lot of kids or teenagers with need or resources to require the services of a web developer. Scratch them off your list. Chances are you will only do business with those you share a common language with. Scratch the majority of the world who doesn’t speak English or whatever other languages you speak off your list. (I am assuming you speak English since you are reading this now.) See, already we have eliminated 90% of the worlds population. If you want to focus locally, you can scratch off anyone outside of your city, state or region off your list.
You can see how narrowing who you want to reach with your marketing can drastically reduce the amount of money and effort that you need to put into it. “But doesn’t this decrease my chances of getting business?” NO! It multiplies your money and time because now you are more likely to reach potential customers by tailoring your message to actually speak to them!
Now, further define your market by what they do, what kind of business they own or work in, who their clients are that they hope to reach with their website. Where do they go, both online and in person, that you can market to them most effectively?
Targeting Your Market
By targeting your market you will have a better Return On Investment (ROI). This will free up your time and money to finish more products or invest in new software… or go on that vacation you have been dreaming of.
What do you think?