After establishing marketing goals, your team should identify target areas for the marketing efforts. To do this, you should conduct either, or a combination of:
- a marketing audit to understand the current internal marketing status of your organization;
- market research to find out from your target population what their perceptions of your organization and other organizations are.
What you're looking for is the group of customers which best matches your business. You want to identify a group of customers which values the special characteristics of your products and your business more than any other group.
That will be your primary target market and, once you've identified that group, you market mainly to them. Because this single group is much smaller than the broad customer base you were selling to before, your efforts can be much more concentrated and intensive. Less of this effort is wasted and the return on your marketing effort should rise.
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