Conversations with Target Markets
Assume you have identified your target market. This is not always easy but if you can do this you have no excuse for not having conversations with it! Conversations with target markets are vital, if you are not going to waste time developing products or services no-one needs.
This post is about opportunities for such conversations but first let’s recall why they are important: your target market always has a better idea what it needs than you do.
That seems clear-cut. Disagree by all means but if you think you know better, there’s no harm in checking out your ideas with your target market.
However, people don’t always know what they need. Possibly, they know what they want. This is why you need conversations. Conversations enable ideas to develop; when this happens you have a potential customer in front of you.
In-Person Conversations
With a local market, you have many opportunities for in-person conversations. If not, you will still be able to meet some people potentially interested in your business.
If you review my posts about testimonials, you will see recorded interviews are a good way to get testimonials; to discover what your clients might value from you in the future.
You can just as easily interview potential customers as you can actual customers. If you find people who want to support you and are part of your potential market, you can ask them what they need.
So, how do you find people for your conversations? Any referral marketing approach helps. Ask contacts if they can think of anyone who might be in your market and willing to meet you for a conversation.
Online Conversations
You can hold face-to-face conversations online using Skype, Google Hangouts or other similar means. Other possibilities include conversations:
- in the comments on your blog
- via social media
- in online fora
There are no guarantees these will work but they are all worth a try.
If you have an email list, the chances are the people on it are interested in what you are doing and so it is worth asking if they would like to make contact for a conversation.
Seed Product Launches
These are usually online but could be done as a local event. This is a general outline of the approach.
You decide on a product you want to develop. This is likely to appeal to your target market. Let it be known you are planning to develop the product and are looking for people to help you.
You charge a modest amount to those who are taking part. This cements their commitment to several meetings with you.
You present your ideas at online or in-person meetings and receive feedback. The aim to engage the group in developing the product.
Once you have finished the product, give a copy to each member of the group and then you are free to sell the product, most likely at a higher price than the price you charged the seed launch group. The seed launch group experience both working with you and the finished product and so their fee is well worth it!
Developing a product this way means it is more likely to meet the needs of your target market than a product developed in isolation. You still do most of the work but guided by the insights of a group of people who will value the finished product. They may also be pleased to recommend the finished product to their contacts.
There are many more ways you can find opportunities to hold conversations with a view to shaping your products or services to meet your target market’s needs. Have you any favourite approaches?