I spend a LOT of time on my different Facebook groups - specifically ones for Doulas. One of the most common posts that happen multiple times per week are from doulas asking for opinions on their logo or website. They quickly get a rush of opinions but something that is often not touched upon is WHO are you trying to sell to? When I ask who the target market is I typically get one of two responses.
1. I am happy work with anyone! Everyone could benefit from doula support.
2. I don't really know how to figure that out.
Well, both answers are problematic.
1. While it would be great to have a brand that everyone loves, the truth is, if you try selling to everyone, no one will end up buy. Why? Because no one will feel connected to your brand and your message. Buyers are attracted to what they can relate to. And especially in the wellness industry where this work can be so intimate, your prospects need to feel like they are working with someone who understands them.
Keeping focused on an ideal market does NOT exclude other demographics. It simply puts your effort towards those who will make the biggest impact on your business, and the others outside the demographics will follow suit.
2. Trying to figure out your target market can feel overwhelming for sure. What does that even mean really? And how will knowing that really impact your business. Well, everything you put out into the world from your brand is all connected to your target market. PLEASE don't start your branding until you have at least figured out who you want to work with. You may end up wasting time and money in the long run.
Figuring it out who you want to work with though doesn't have to be so difficult. Follow the guide below to discover your ideal market.
When answering these questions, you want to stop and think about the people you connect with the most and the type of work you are most interested in doing. Often that is going to be a reflection of who we are because we have an easier time understanding people who are similar to us and therefore be able to support them in their journeys. They will likely have similar values and beliefs that you do. This of course won't be the case for everyone, but for most, it is a great starting point.
Step One - Getting the Basic Demographics Down.
You will want to focus in 2-3 of these core demographics and then include another 2-3 of these as secondary. Once you figure out your core - then you will have an easier time building the full picture of your ideal markets Psychographics.
Psychographics are basically more of WHO they are. What are their values. What is important to them. What are their interests. The psychographics will explain WHY they are buying.
Building their psychographics profile will answer these:
Once you build the fuller picture of the Psychographics, you will be able to easily tap into what questions your target market are needing answers for and what their PAIN POINTS are. You will also be able to figure out easier what they love and what they would likely be visually attracted to. This not only makes it easier to build your visual branding like your logo and brand board and the images you are using, but also help you make really great content for your blog and social media accounts - building bigger trust for your target market in your brand.
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Samantha Gagnon is a marketing consultant specializing in health and wellness companies. She believes that in order to properly nurture a better business, we must shine the true heart behind that brand. Samantha lives in the Great Vancouver Area of BC, Canada.