Each time you create a post on your Facebook Business page, you get an automatic pop-up that encourages you to boost your post so you can reach more people. As a business owner who understands that for your business to grow, you need to reach more people, you then decide to boost the post. You spend $20, $30 or even $100 expecting that by the time you check in again, you’d have truckloads of orders waiting for you. But when you check in to see the results, instead of getting a truckload of orders, all you get is “likes” and “comments” and you are wondering what happened. You are not alone! Many of the people who run Facebook Ads do not get results no matter how hard they try and that’s why it’s important to learn how to run a Facebook ad that works. After reading and implementing the steps explained in this post, you will understand how to run Facebook Ads that work.

[Read: 10 Surprising Ways You Might Be Killing Your Small Business]

 

Defining the Purpose of Your Ad

It is highly expedient that before you respond to the urge of running a Facebook ad, you must first take the time to define the purpose of your ad. Defining the purpose of your ad helps you to come up with the best strategy.

For your Facebook Ad to yield results, it must have a purpose you want it to accomplish.

I find it amusing when I see business owners who when asked what the purpose of wanting to run Facebook ads is for and they respond by saying “I just want to try it out” or “I just want to grow my business” If you want your efforts to yield results, you must have a purpose for which you are doing it. Some great ways to define the purpose of your ad include, getting more website visits, getting more people to comment on your post or getting more people to message your business. Some questions you may also want to answer are “when people visit your website, what do you expect of them? Do you expect them to peruse your website? Are you trying to get them on email list? Do you have a deal you are trying to promote? Answering these questions will go a long way in determining whether your Facebook Ad will be successful or not.

[Read: How to go from Multiple Ideas to Gaining Clarity in 5 Easy Steps]

 

Developing Your Effective Ad Copy

For your Facebook ad to work, you need a copy. A copy is what your target audience will see alongside your graphic design when it shows up in their timeline. For your target audience to act after seeing your ad display, your copy needs to be captivating.

A captivating copy ensures that your target audience feel like you are talking directly to them and that it’s only your business that can solve the problem.

Your copy also includes your graphic design. Putting great thoughts into your choice of images and what they depict go a long way in determining whether your Facebook ad will work or not. Also, be sure that your graphic design contains limited text. Facebook suggest that the text to image ratio in your design should not be more than 20 percent. If the text in your graphic is more than 25 percent, it’s as good as paying Facebook in exchange for nothing because your ad reach will be greatly reduced and affected. Another point worthy of note is that you should come up with more than one copy of the ad. My recommendation is three but you can start with two. That way you can run the ads and then after two to three days, you reassess and pick the one which resonate with your audience the most. How do you know which one resonates with your audience the most? The one with the most “likes and comments” always resonate more with your target audience.

[Read: How to Write an Effective Ad Copy]

 

Making Your Profile Ad Ready

Unless you are a known or popular brand, many times when people see your ad, they do not buy from you right off the bat. What people do is that they dig deeper to know more about you and your brand and the reason for digging deeper is not farfetched. Over the years there has been an increase in internet scams and consumers have learned to verify a business’s “identity” before they deep their hands in their wallet to do business with you. Is your Facebook page reflecting what your business stands for? Can consumers trust your business after perusing your profile? These are questions you need to ask before committing to running a Facebook ad.

Having a good offer is not enough, you must prepare your profile to impress a prospect.

Some examples of what prospects look out for is your “about” section, the type of graphic you use on your page, and the recommendation section. If you have no recommendation of other customers on your page, it’s a red flag for consumers. Another thing that consumers look for is your website. Do you have a website? And who’s the face behind the brand? You do not have to share your pictures but your “about” page must have a human feeling to it.

[Read: How to Start and Launch an Online Business]

 

Creating Your Facebook Ad

Now that you’ve made your profile ad ready and developed your copy or copies, it’s time to run your ad.

There are two ways to run your Facebook ad. You can either click boost post directly from a post you already shared or go to Facebook for Business. The steps described below apply to both ways of boosting your Facebook Ad.

Choose a location: The location tab is where you choose the locations you want your ad to be seen. This is driven by where you believe your target audience are. Your target audience does not necessarily have to be in the same location as you. You know your target audience the best so be sure to select the locations where you think they are in the world. If you have no idea or want to know more about your target audience’s locations around the world, check the insights section of your Facebook page or you can use Google analytics if you have a website.

Choose a gender: This is critical if your service is gender based. For example, if you only serve women or only men, you should choose either not both. Choosing both genders when you only serve either is a waste of money.

[Read: How to Develop a Business Pitch That Helps You Stand Out]

Choose age: If you feel or know that your products are geared toward a certain age range, you should choose that age range so that your ad is greatly optimized. It’s also important that you prioritize the performance of your ad rather than just trying to capture everyone in your ad. Capturing everyone will attract the wrong people to your ad and that’s if they are attracted at all which leads to a waste of time, energy and money.

Choose interests: This is one area you should not skip. It is a critical area that determines whether your Facebook ad works or not. What does choose interests mean? Facebook wants to deliver your ad to those who are most likely to respond to your ad. This requires some form of thinking. In choosing “interests”, you must think solely about your target audience and what they are interested in. You can choose up to ten interests and you can try different interests per time. Over time, a trend will emerge and you’ll be able to tell for sure what the interest of your target audience are.

[Read: The Top 3 Reasons Why You Need an Effective Marketing Strategy]

Choose a spending amount: This is another critical part of setting up your Facebook ad. You must choose a spending amount. The spending amount will depend on your budget but I recommend starting small and one key thing is that you should spread your ad. What do I mean by this? For example, if your budget is $10, instead of spending the $10 in a day, you should spend $2 in five days instead. That way, you are spreading your ads and ultimately optimizing your results. Spreading your ads is one of the best things you can ever do to optimize not just your Facebook ad but any digital ad you might be running.

Enter your payment information: When you enter your payment information, you should use your business cards to pay for your Facebook ad. This helps you to keep track of how much you spend on the ads and help you to know if your ads are yielding results or not

[Read: 4 Graphic Design Tools You Can Use in Creating Stunning Designs for Your Brand Like a Pro]

Facebook ads work but you must do it the right way. Running a Facebook ad without defining the purpose, making your profile ready or developing an effective copy is a waste of time. Use these tips to start running effective ads today.

Thank you for reading. Enjoying Onpoint Success’s post. Be generous. Leave a feedback and share this post with a friend.

As a small business owner who wants to grow a profitable brand in the 21stCentury, one of the things you need to do to run an effective business is graphic designing. Graphic designing has become an integral part of running a business and if care is not taken, your graphic design expenses can easily run into thousands of dollars. How then can you as a business owner, create stunning graphic designs like a pro without breaking the bank? The answer is in choosing the right graphic design tools. With these tools, you do not have to be a graphic designer, all you need is a desire to create stunning graphics. There are many tools out there but here are my top four (4):

1. Canva: This is my all-time favorite tool for creating sleek graphic that command respect. The designs are sleek and you have the option of creating the designs from your computer or your phone. With Canva, you can create graphic designs for free or for a premium. The advantage of the premium version is that it helps you automatically resizes your images for different platforms’ specifications, thereby saving you the time. Over the years, Canva has also introduced a print division such that they can print your designs and have them sent to your doorstep for a fee. On the other hand, Canva has a learning curve. If you are a beginner or are still trying to gain your footing, it can be a consuming exercise trying to create your graphic designs using Canva. If you are new to Canva and would like to learn how to get started with using Canva to create stunning designs straight from your phone, here’s a tutorial you can watch and implement. If however, you are a more advanced designer, this tutorial would be of no use to you.

2. Snappa: This is the tool I recommend for beginners and the reason is not far-fetched. Snappa has a tutorial video on its website where you can watch and easily understand how to create graphics. It saves you the time and energy of having to figure it all out. Running a business is already stressful, graphic designing should not be one of those things causing stress. With Snappa, you also have access to thousands, if not millions of images that you can use without having to worry about copyright infringements. The flipside of Snappa is that you can only access it from your computer or tablet. It does not have an app.

[Read: How to Start a Self-Hosted WordPress Blog]

3. Adobe Spark: This is another tool I love. Adobe Spark is easy to use either from as a phone app or from your computer. What I especially love about Adobe Spark is that in addition to graphic designs, you can use it to create promotional videos for your brand. The fonts, free pictures and tons of templates and styles, make it a go-to place for entrepreneurs. Also, when it comes to resizing images, Adobe seems to provide a more seamless conversion than Canva.

4. Pics Art: I love Pics Art because of its ease of use and while I don’t use Pics Art as my everyday graphic design tool, it is my go-to app whenever I need to attach a logo to an image. It’s as easy as 1-2-3. All you need is to download the app and play around with it.

[Read: How to Start and Launch an Online Business]

Thank you for reading. What graphic design tools do you use for your business? Please leave a comment and share this post with a friend

 

If you have a passion for writing and sharing your valuable thoughts with the world, there’s no better way to unleash than to start a self-hosted WordPress Blog! Blogging is a tedious but rewarding journey when done right. On the flipside, it can also be a fruitless effort if you are not planning to go the extra mile.

If you are reading this and you want to start a Self-Hosted WordPress blog, you are in the right place. All you need is to follow the step-by-step instructions below and your self-hosted blog should be ready in 30 minutes or less. Isn’t that exciting?

A self-hosted WordPress blog is free to use and it’s where the top industries and brands host their blogs and websites. WordPress also gives you the flexibility and opportunity to customize your blog to your preferred look and feel. With all these competitive advantages, why would you build your blog anywhere else?

WordPress, though free, requires that you get a domain name from a service provider or host. Examples of hosts include Blue Host, Site Ground, Go Daddy, Dream Host, WP Engine etc. Out of all these, my top recommendation is Blue Host most especially with its one-click install WordPress system.

Now, let’s get started with the tutorial.

1. Click here to go to the Blue Host home page and click get started now as highlighted in the green button in the picture below.

 

2. Once you click the green button, you’ll be brought to the page below where you’ll need to be prompted to select a plan. You have three choices to select from namely Basic, Plus or Prime. Prime offers you the full benefit and you should consider choosing that. However, if you don’t have a big budget, you can choose the basic option which allows you to get started. As you grow and gain clarity, you can always upgrade your plan to fit your needs. Click the select button highlighted in green at the end of your preferred plan option.

3. After you select a plan, the next step is to choose your domain name. Your domain name is your online identity. It is that name you tell others when they ask you what your website/blog site is. Put great thought into choosing the domain name that is right for you. The first thing to put into consideration while choosing a domain name is that the name must speak to the essence of what you do, must be easy to remember and free of hyphens. Avoid names that are too long or names that contain numbers.

What will yours be? Enter it without spacing or .com in the box to the left below where it says “new domain”. Once you have entered your domain name, click NEXT.

With the new Blue Host package, your domain name comes free. However, if you already have a domain name, enter it in the box to the right where it says “I have a domain name.”

4. Upon clicking next, you will be brought to the page below where you’ll enter your account information.

Here, you’ll have the option of paying for hosting for:

12 months

OR

24 months

OR

36 months

The 36-month option is preferable because it saves you money while not having to worry about making a payment for 3 whole years. How cool is that!

5. Next, you’ll be brought to a screen as shown below where you’ll be required to input your payment information. Enter your payment card information and then click the “submit” button in green as shown below.

6. Congratulations on getting your own domain name! The next step is to create a password. Please click on the green button that reads “create a password” as shown below

7. Once you click that it takes you to the screen below. Enter a password that you can easily remember but cannot be easily duplicated by others.

8. The next screen you’ll get after you input your password is the one below where you’ll be prompted to login. Click “login” as shown in the image below.

9. The next page that comes up will look like the one below. This is the super exciting part because you get to choose a theme. A theme is like the interior decor of your house. How you want it to look and feel is totally up to you. You can choose from any of the themes or you can purchase your own themes. For the purpose of this tutorial, I’ll assume you want to pick a theme from any of the ones below. If you pick a theme and you find out later that you do not like it, that’s not a problem, you can come back to change it.

If you pick a theme and you find out later that you do not like it, that’s not a problem, you can come back to change it.

10. Next, you’ll a screen just like the one below will pop up after choosing your theme and at this point, you should give yourself a pat on the back for the ability to do what you previously thought was hard or out of reach. Click “start building” to start customizing your WordPress site

11. At this stage, you have the ability to continue to customize your site based on your purpose and preferences. For example, if your website is for business purpose, you may click the “business” tab or if it’s for personal purpose, you may “click” the personal tab and you may also bypass it altogether. And click on any of the tabs on the left (as shown below) to begin your customization process.

12. Once you are done, the screen below will appear and it’s your opportunity to showcase your hard work to the world. You can click “add new post” in the “content” section on the left side to write your first blog post or introductory post and as I stated previously, you can click on each tab on the left to customize your settings. Your blog/website project is an ongoing one and not something you’ll do once and forget about. For this tutorial, click on the “launch” button below and bingo, you are live!!

13. The next step is to give your site a name and description. For example, the name of my site is “Onpoint Success” and my description is “helping women entrepreneurs build profitable brands online”. Go ahead and type in yours. Click “next step” once you are satisfied.

14. Bingo!! You made it!! Congratulations!!! The screen below is your last step and it’s showing you your Blue Host account C-panel. From here you can decide to log out or login into to your WordPress account for further customization or simply blast the message out to everyone about your exciting new website.

 

Thank you for following this tutorial. If you used followed the steps to create your self-hosted WordPress blog, leave a comment below. If you have any question about your self-hosted WordPress blog, feel free to ask below. Remember to share this post with a friend.

As a small business owner who’s trying to build a profitable brand, one of the best ways to grow your business is by having lots of referrals. Referrals are one of the best ways because not only does it save you money you’d have otherwise spent on advertising (and probably training of your staff), they also let you know that you are serving your current customers exceptionally.

Would you like to get more referrals for your small business? Then, read on.

First, as a small business owner you need to understand that without a consistent flow of high-paying customers, it will be hard to build a profitable brand. With this perspective in mind, you must be intentional about how you present your business to the “world.” The world, in this case, is anyone who might interact with your brand either online or offline. Being intentional involves mainly the simple things that many people don’t pay attention to. These simple things may include having a business email, the way you greet prospects, how you respond to inquiries, how helpful you, how prompt you are etc. These examples might sound inconsequential but they go a long way in creating the right impression in the minds of the “world.”

Once you are excellent with your presentation, the next thing you should pay attention to is your word and how you deliver value to your customers. People will refer you others when they know that you always do what you said you would do and even a little more. Keeping to your word may be as little as getting back to a customer when you said you will get back to the customer, apologizing from your heart when you are late, resolving disputes and the likes. Do not take customers for granted even when you’ve probably known them for a long time. People are watching both consciously and subconsciously and this will go a long way in determining whether they’ll send referrals your way or not.

Another way you can get referrals for your small business when you are the best at what you do. The competition in the business world is fierce and only those who are excellent can withstand the fierceness. Being sloppy in your work or offering services for which you are not well-suited for might earn you a quick buck but it won’t earn you a referral. If you are always struggling to get referrals from your current customers, it might speak to deeper issues with the quality of the service you provide or the goods you sell. If you do not have a big advertising budget that will secure you a space on the billboard by the roadside, you need to commit to excellence in your goods and services.

Other ways in which you can also earn referrals for your small business is by appreciating your current customers routinely (not just at the end of the year), caring for them beyond taking their money (like knowing what bothers them, sharing in their joys and pains alike), starting a loyalty or reward program and forming strategic partnerships where possible.

 

Thank you so much for reading! What other ways do you think you a small business owner can get more referrals? Please leave a comment. Also, if you found this piece valuable, kindly share with others.

If anyone predicted to me 10 years ago that I would own an online brand today, I would have told the person to go back to sleep. That is how hard it would have been for me to have believed that it was possible to own a profitable brand online. But today, my story is different and so is my perspective and that’s why I’m committed to sharing the gospel of possibilities with as many as are open to hearing them.

Building an online business is easy once you set aside every limiting belief and are ready to do what’s required of you to set the ball rolling.

As we are rounding up 2018, I know many new businesses will be springing up and I’ve decided to share based on my own personal experience and the experiences of many that I’ve worked with as well. As you read, I want you to know that I wrote this based on the premise that you already have an idea of the business you want to do online. If you are still struggling with which idea to pick from multiple ideas, then you should read this prior to proceeding.

If you already know the business you want to start online and are interested in knowing how to start, this is for you.

The first thing you should do before you float an online business is to determine the group of people in the marketplace that you want to sell to. This is the starting point and you should not gloss over it. I have worked with hundreds of women who do not like going through this process simply because they think it’s “stress” and they end up coming back to do it. It is better to get things right by laying the right foundation than to realize several years down the road that you are building on a faulty foundation. I have written several articles about how to decide on who and who not to sell to. You can check this out if you still need clarity on this aspect.

Once you decide who you want to sell to, you must determine if they really need what you plan on offering and also find out if they are willing to pay for it. You do this by conducting a market research. Your research can be informal or formal. Doing a market research before you hit the market with your offering can be a gamechanger and a life-saver.

Having been an entrepreneur for a long time, I can tell you that what we mostly think customers need doesn’t always turn out to be what customers need. The results of your research can help you greatly by providing you with valuable insights that will help you serve your audience better. In terms of being a life-saver, this can happen when the results of the research show that what you intend to offer is not exactly what the customer wants. That alone can save you from wasting money.

Let’s assume that you are certain the marketplace is ready for your idea, what’s the next thing you should do?

The next thing is to identify which social media platforms you want to join. The three most popular platforms are Facebook, Instagram, and Twitter. Depending on your type of business, you may also consider creating accounts on Pinterest, LinkedIn, Google+ etc accounts. That being said, be careful so you don’t stretch yourself too thin.

I normally suggest to my clients to pick three platforms and select one of the three as a dominant platform. This selection should be based on where your target audience spends most of their time. Once you select your top three platforms, you should set up your accounts using the same username across all platforms. In picking a name, pick something most people will easily remember. Avoid underscore or a name that does not speak to the essence of the business you intend to do. The content of your platform should be straight to the point. Avoid ambiguous words that will make people confused about what it is exactly you are doing. I have seen some descriptions that required me to pick up a dictionary to look up the meaning. Do not let this happen to you.

Once you are done with setting up your account. The next thing is branding. Don’t let the name branding scare you and do not think it’s too early for branding especially when you are low on budget. There are tons of free resources you can use that will help you look like you mean real business. Branding is very essential and it starts with your logo, colors, designs, pictures, etc.

If you are low on budget, just head on to Canva and get your logo done for free. Go to Pixabay, Unsplash or Pexels to get nice pictures and bingo, you are ready. You can use Canva to create beautiful cover photos that you can use on all your social media platforms.

If you want to take things to the next level, start a blog as well. A blog is not as techy as it sounds and it’s something you should consider if you want to gain credibility and build authority as an expert. If you want to set up your blog or website, here’s a perfect tutorial I created just for you.

Lastly, craft your launch day message and create awareness among family and friends about your new business. Ask them to follow you, like your page and share the good news with their own family and friends as well. This will help you spread your message farther and help you expand your sphere of influence.

Are you a business owner? What steps did you take when you were about to start your business? If you are yet to start your business, what specific questions do you have about starting an online brand? Please leave a comment and share this post with a friend!

 

Ideas rule the world, they say, but why are people still running from pillar to post? I ask because, for most women, including myself, ideas have never been a problem. Instead, knowing which ideas to choose and which ones to drop at a point in time, is a major problem among women entrepreneurs. I was once like that too; my head is always buzzing with seemingly great ideas which I couldn’t seem to let go.  The result? Stretching myself too thin and not achieving any tangible results. I have since learned how to deal with the problem without letting go of my ideas. Call it, “win-win”. Yes, I love winning and today, I’ll share with you how you can go from having multiple ideas to gaining clarity in 5 easy steps.

  1. Adopt an idea bank: In the past, each time I had a business idea, I was quick to implement on impulse. This means, each time a seemingly great idea comes in my head, within hours, I would have implemented it without thinking it through. Does this sound familiar? My rationale for acting that way was: An idea this great cannot be allowed to slip under the carpet. It took me long to understand that, not all ideas need to be implemented, especially when they do not align with my current goals. But once I understood that there is no wisdom in implementing ideas on impulse, working hard and then getting intangible results, I decided to start doing things differently. One of the things I did differently was adopting an idea bank. An idea bank is a place where I can drop my ideas without the pressure of having to act on them or having the feeling of loss if I don’t act on them. It’s where I can drop my ideas knowing that they are safe and I can always go back to retrieve. This has worked in my favor in more ways than one and it gives me confidence knowing that my ideas are not lost.
  2. Conduct a SWOT analysis on your top three ideas: Whether you are a new or seasoned entrepreneur, conducting a SWOT analysis on your ideas before implementing them will help you make an informed decision before losing the sight of the shore and finding yourself in the middle of the deep blue sea. SWOT analysis is an acronym which means “strengths, weaknesses, opportunities, and threats.” Why is this important, you may ask? A SWOT analysis forces you to think through your ideas properly before taking a dive. Of course, there’s no way one can think about everything that will happen in the future, but conducting a SWOT analysis on your top three ideas will let you know which idea has the least barrier to entry and for which you can quickly gain your footing as you try to build a profitable brand. You’ll also have the confidence of knowing that, after picking one idea, the remaining two ideas will be kept safe in your idea bank.
  3. Proceed by all means: There’s something called “buyer’s remorse” which simply means a buyer changing his or her mind after showing interest in making a purchase or even after making a purchase in some instances. It has happened to me severally: I want something so bad and then after few hours, days, or even weeks, I don’t want that thing anymore. If it’s something I can return, I end up returning it. This happens for several reasons which I am not going to address here but I love the analogy because it helps me reiterate the importance of proceeding by all means. As humans, our initial excitement about anything eventually wanes off or even if it doesn’t wane off, we experience moments of “deep and rise” like waves of the ocean. This is life but for you to win at anything you must be willing to give it all it takes. Do not allow your initial excitement about implementing a great idea wane off because of temporary delays or setbacks. Instead, push yourself and make sure you implement.
  4. Stay on “course”: One of the hardest things to do in life is “staying on course.” If you are not disciplined enough, the chances of veering off course are as high as drinking water after a 25-mile marathon. There are plenty of things that will happen and it will make you justify your veering off course. Slow sales, not enough customers, bad economy, peer pressure, lack of contentment, life issues, etc. But if you do not have the discipline of staying on course, you will continue to make moves with no tangible results to show for it. One thing that really bothers me is when I see smart people who are seemingly struggling to make ends meet. It tells me that being smart in academics does not mean you’ll make smart choices in life.
  5. Have the right attitude: This is one topic I can speak about the whole day because I see a lot of entrepreneurs with very limiting attitudes. Limiting attitudes can come in different shapes or forms, but the common thing about attitude is that it comes from within. This means it can be controlled or uprooted and replaced. Why is having the right attitude a big deal when it comes to gaining clarity? It is because attitude is everything! I do not need to repeat that but to reinforce my point, I’ll repeat; attitude is everything! It takes the right attitude for you to get your ego out of the way and listen to wise counsel. It takes the right attitude for you to trust the process. It takes the right attitude for you to understand that sunshine comes after a storm. And it definitely takes the right attitude for you to treat your customers like eggs that should not slip off your hands. Adopt the right attitude today!

As you can see, none of these five steps is rocket science and it’s the reason why people fail to implement them. However, because you have taken time to read, I trust that you’ll begin to take the steps you need to take so you can succeed in business and prosper in life.

Which of these steps resonate with you the most? What is currently stopping you from living your dreams? How have you been dealing with your multiple ideas? Share your thoughts with me in the comment box below.

 

How will your ideal business look like?

Having customers on a waitlist.

Not having to advertise or market.

Sales in tune of 6, 7 or even 8 figures monthly.

Profits that allow yearly vacation on a private island.

Whatever your answer is, it can only become reality when you target the right audience for your business. Target audience are the specific group of people in the marketplace who need your offering. As perfect-fit gloves are to fingers so are target audience to a profitable brand. If you target the right audience then you can automatically eliminate the lack of customers. Despite the importance of target audience, this is a business topic where a lot of women push back on. Some entrepreneurs who manage to accept the concept still find it hard to narrow down. During one of my coaching sessions this year, I had asked the attendees to share who their target audience were and one of the responses I got was “female and male, aged 0-100”.

This response is basically saying “everyone is my target audience”.

Everyone cannot be your target audience especially when you are a small business. Here’s why.  Imagine two hunters who leave home in the dead of the night to hunt for animals. One decided that his target animal was hyena while the other says he’s out to get a lion, a hyena, and several bats. At the end of the night, the first hunter hits his target while the other hunter couldn’t even bring home a fly. This is exactly what happens when you try to serve everyone in the marketplace instead of being specific about who it is you intend to serve.

As a small business owner, one thing you need to understand is that you cannot SERVE everyone in the marketplace unless you sell consumer everyday items. Even at that, it’s still a longshot for you to satisfy everyone in the marketplace. Human beings are complex creatures with varied needs and trying to satisfy everyone is like trying to climb Mount Everest in one day – it’s an uphill battle!

How then can you solve the problem of complexity and difference in needs? It’s by grouping humans in segments based on their unique characteristics and needs. Grouping humans into segments based on the specific needs and similarities is known as targeting.

When you target the right audience, marketing becomes easier because you know what makes them tick compared to trying to use broad terms to attract people. Also, when you target the right audience, your sales and profits will increase because your efforts will yield the result you desire.

Now that you know that there’s a strong need for you to target the right audience, how then do you target your audience?

There are various ways in which you can choose your target audience. Depending on what you sell or your area of expertise, you can choose by gender, age range, marital status, religious affiliations, occupational status, educational level, income etc.

The idea is to choose your best fit so you can increase your chances of turning prospects into customers and customers into loyal customers.

[Related: 3 Steps to Getting Customers Who Will Pay You]

Let me work you through the steps of choosing a target audience for your brand using the fashion brand, Dibiyan as an example. Pay attention to each step in the example and see if you can come up with your own target audience as well.

Dibiyan is a fashion brand owned by a 23-year old female who lives in a University community.

Let’s assume she decides that her target audience are women and men, aged 0 – 100 years.

How can she market to all these people at the same time? How can she speak their marketing languages?  How can she hit the nail on the head? This is almost like “mission impossible” because her attention will be divided in so many different ways.

She then decides to remove men from her target audience since her brain is always buzzing with styles for women.

Her new target audience are women 0 – 100 years.

With her new target audience, she expects that her business will pick up but then it doesn’t. Prospects still bypass her to competitors who attract them better than she does. She then decides to look in her environment and found out that students make up 70% of the entire population and since she’s adept in women styles, she decides to target female students. The age range of female students are 18-25 years.

Her new target audience are women 18 – 25 years

She then looks at the needs of women in this category and finds that some like modest designs, some like contemporary while some like modern. Dibiyan loves all things modest and people around her already compliment her for a job well done each time she creates a modest design. Since modesty is an area of strength for her, she decides to narrow down yet again and her new target audience are women 18 – 25 years who love modest styles.

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Things are looking pretty good now because her message is resonating with a core audience and they are beginning to respond to Dibiyan because they feel she’s talking to them directly and can understand what it is that they want. This target audience are however split in their preference of modest wears.  Some like customized while some would rather have ready-to-wear. Dibiyan decides to narrow down by choosing to sew ready-to-wear. As a result of this, her new target audience are women 18 – 25 years who love ready-to-wear modest styles.

Finally, she has her target audience and this is how she eventually brands herself as a fashion brand for young women 18 – 25 years who love ready-to-wear modest styles.

Now compare her first choice to the one she eventually came up with. Which of these do you think resonates better?

Choosing a target audience is a win for small business owners and for your brand to stand out, you must target your audience. When you choose a target audience, it does not mean you cannot serve those outside your audience, it just means that you have a core set of people who fit your brand the most.

Thank you for reading. Do you have a target audience?  Or do you have difficulty in choosing your target audience?  Please leave a comment and share this post with a friend.