How to Define Your Target Market

One of the biggest stumbling blocks people encounter when they try to do their own marketing is that they don’t know where to start. Is that where you are right now?

The First Step to Marketing Your Business

It’s simple, really. Start by gaining a deep understanding of the people you want to reach — your target market.

That information must come first. Before you write your tagline, choose your colors, or start to look at fonts, you must know who you’re aiming for.

Because if you don’t, your marketing will be scattered. One piece may hit your target, but another will be way off.

And, more importantly, your ideal customer won’t know your business has a solution for them. Because your marketing won’t reach them.

Watch the video above and discover how to hone your ideal customer description.

Who Is Your Ideal Customer?

And in the comments section, let’s talk about your target market. Who are they?

wd-15-3D-transPamela Wilson here. If you enjoyed this article, why not get the free Weekend Digest newsletter? Every other Saturday, you’ll receive one email that’s chock-full of information about the intersection of business, branding, design, and marketing. Join us.


  1. says

    I think this is one of the hardest aspects of small biz marketing to master, truly. Heck, even I struggle with it when it morphs or evolves, and I help other people find theirs as part of my work with Stage Presence. This is really helpful, Pamela.

    • says

      The funny thing about this concept is that it’s not a “once and done” thing (as much as we’d like it to be!).

      Our market does morph and evolve, so these are important questions to ask over the lifetime of your business, because the answers are always changing.

  2. says

    My ideal customer is a woman who wants to have an effective website on a budget — and wants to be a WordPress Ninja of sorts. She’s courageous, a mover/shaker, isn’t afraid to tackle new things and is looking to make a difference in this world.

    After coaching with you, it was apparent that what would best serve my business model and financial goals was to refine of my ideal customer. I made some design and language tweaks to reflect that. It was extremely helpful to remember to have intimate knowledge of who my ideal customer is today — and that serving them still brings me that same joy!! {And it does!}

    Thanks Pamela. Excellent post — as always. {Just watched the Serena critique from the Mastery Program — really great!}

    • says

      Good to see you here, Lee!

      It’s amazing how simple tweaks can make a big difference. And the beauty of websites is we can keep tweaking over time as our offer changes. Love that.

  3. says

    Great video, poignantly illustrating an issue critically important to all small businesses.

    I work with many local oriented businesses and professional services providers still laboring under the “build it and they will come” misconception.

    It’s not enough to hang your shingle or build a website or launch a Facebook page — you have to locate your ideal customers and connect with them on their terms, where they live.

    Excellent work Pamela, many thanks!

    • says

      It’s an essential first step in my book. Otherwise you might end up taking a big detour and spending time and money creating a lot of marketing materials that don’t reach the customers you want.

      Thanks for your comment. :-)

  4. says

    Pamela, you’re so right that identifying a target market is not a “once and done” thing. I’ve realized that while the characteristics of my ideal client haven’t changed much over the years, my understanding of my ideal client has. As my depth of understanding grows, so has my ability to attract great clients and successfully structure the services and products I offer.

  5. says

    Good read Pamela. Your articles are always inspiring and find me looking forward to read your stuff. Marketing, rather successful marketing is the key to the growth of any business. Loved watching the video and I like what you say about daydreaming about your audience. What a nice way to put it.