Your sales team seems to be doing everything right. You know what you offer, what value you provide and how those attributes align. But you just aren’t seeing the lead velocity you want.
Are you running paid search campaigns and finding the leads are a poor fit for your business, or that your sponsored ads are showing up in the wrong locations? Are your sales teams having meetings with the right people? Maybe they bring you along to the meetings and when you get there you realize the lead will never buy your service. Do you get the feeling when you’re interacting with leads that something isn’t quite right?
These breakdowns may indicate that you haven’t found the perfect product-market fit. Here are some signs you might not be targeting the right audience — and what to do about it.
Your Target Audience is Anyone Who Walks in the Door.
You’re passionate about your offerings. You have no doubt that they could benefit a wide variety of people. Are you harder pressed to think of who you don’t want to contact than who you do? If that’s the case, your target audience might not be targeted enough.
Imagine you’re shopping for a gift for a teenager. Try and picture what you’d get that teenager. Tricky, isn’t it? Without knowing anything about the person except their age — not their gender, their location, their interests, their needs — it’s really difficult to buy an appropriate gift for them.
You might be thinking, "Ok, but what about a car?" Any teenager wants a car! And since our offerings are so awesome, anyone will want them.
Not so fast. Even if your products or services could benefit anyone, not everyone will really resonate with the value you’re providing or be drawn in enough to listen to your message.
Consider a small electric car and a full-size pickup truck. Neither is better than the other. They are just each aligned to audiences with completely different experiences and lifestyles. So their target audiences are completely different, too: an eco-conscious single mother with a tiny car budget for her teen daughter vs. a father whose teen son will use the truck to help with their family landscaping business.
Plus, if you’re casting too wide of a net, you and your team are wasting a lot of energy sorting through the flotsam and jetsam that you pull in. You may catch a fish or two, but not before discarding the tin can, the lost shoe, the spare bicycle wheel. And, if you do catch that big fish, you won’t know if it was because you were fishing in the right area or if you just got lucky.
On the other hand, if you research where a particular type of fish hangs out, go there and bait specifically for that fish, you can tie your success to your intentional efforts and repeat it in the future.
Raise the bar from “anyone with a bank account” to some really specific criteria that will guide you and your sales team to client gold. Examine these three criteria to identify your target audience.
You aren’t Finding Leads in the Places you Thought They’d Be.
You’ve got your industry, demographics and psychographics down, and you’re hot on your target audience’s trail. You’ve talked to your sales team, and you’ve heard that the group you’re looking for lives on LinkedIn. So, you do some targeted outreach, even join some professional groups on the platform, and nothing manifests. Sure, you have some good conversations, but deals-wise, you’re still coming up empty.
If your target audience isn’t showing up where you expected, it’s time to do a bit more research. Here's how.
Your Target Audience Isn’t Engaged.
But, maybe you’ve done all of that. You’ve found the right people in the right places, and you’ve brought them to your door. And maybe they take a peek in, explore your website, read an email or two, and then wander away.
If you’ve found your ideal clients and they’re nibbling but swimming away, what you’re offering might not be attractive enough to hook them. In this case, you may want to take a look at your messaging. Ask these three questions.
So, there you have it — 3 key ways to tell if you don’t quite have a handle on your target audience. Looking for more on finding that perfect product-market fit? Check out our video on target audience and this target audience worksheet you can discuss with your team.