As a small business owner, you’ve probably heard a lot about how to define your target audience. You know it’s important—but what does that really mean, and how do you start narrowing it down? The truth is, your CRM data holds all the answers you need. It’s not just a tool to collect contacts and emails; it’s a goldmine of insights. If you’re not actively reviewing your CRM, you’re missing out on opportunities. Your CRM will truly help you understand your ideal customers and how to connect with them on a deeper level.
Let’s dig into why CRM data matters and how you can use it to better define your target audience.
Step 1: Start With the Basics—Geographic & Professional Data
Do you have a CRM? If you do, does it feel like your current data is lacking? It likely time to refine your approach. Here’s a good starting point:
- Geographic information: Where are your contacts located? Are there trends in certain regions or areas? This can help you target your marketing efforts more precisely.
- Professional information: Gather details about your contacts’ job levels and functions. Are they decision-makers, or are they influencers within their organization? Knowing this helps you tailor your message to their needs and challenges.
- Source of introduction: It’s crucial to know how these individuals came into your orbit. Did they attend a workshop? Were they referred by a satisfied client? Tracking the origin of your contacts provides key insights. These insights can help you determine which marketing methods are working best.
Step 2: Evaluate Service Insights
Your CRM also reveals a lot about your services and how well they align with customer pain points. Start by asking these questions:
- What service line did they request? Did they come to you for one specific service, or were they interested in a broader range of offerings?
- What did they receive? Compare what was requested to what was delivered. This helps you understand whether you’re solving their core challenges. It can point out gaps in your service offerings.
- How many contracts have you completed with them? Track the number of engagements and the value they’ve brought in. Repeat customers are key to understanding whether your services are truly hitting the mark.
This kind of detailed data isn’t just about numbers. It’s about understanding your clients’ journey with your business. It also helps you indentify where you’re delivering real value.
Step 3: Dive Deeper With Psychographic Profiles
Once you’ve collected the basics, it’s time to go deeper by analyzing your audience’s behaviors, values, and motivations. Psychographics can offer valuable insights that go beyond the surface:
- Behavioral insights: Tools like DISC or BANK sales profiles can give you a clearer picture. These tools help you identify how customers make decisions and what motivates them. Are they more analytical, or do they prioritize relationships when making purchasing decisions?
- Business size and structure: Understanding the size and type of business your contacts run can help tailor your messaging. Small businesses often have different priorities than larger enterprises.
- Values, strengths, and weaknesses: What do your ideal customers value most? What are their biggest challenges, and where do they see opportunities? This helps you position your services as a solution to their problems.
These psychographic profiles can give you a clearer idea of who your clients are on a deeper level. This knowledge helps you craft messages that resonate with them emotionally and practically.
Step 4: Get in the Habit of Making Data-Driven Decisions
The most important part of all this? Get into the routine of reading your CRM data. It’s not enough to simply collect it. Review it regularly to spot trends, identify your most profitable clients, and adjust your strategies as needed. At minimum you should do this once a quarter. And especially as you plan in Q3 for a fruitful new year.
Every piece of data you gather is a clue to refining your target audience, tailoring your messaging, and building a loyal customer base. A habit of data-driven decision-making will help you pivot faster, market smarter, and meet your clients where they are.
Step 5: If You’re Feeling Overwhelmed, We’re Here to Help!
If this sounds like a lot to manage on your own—don’t worry. You’re not alone, and Aducate Digital is here to help you find your tribe. We’ve developed a simple, easy-to-use tool to help you define your target audience in no time. Whether you’re just getting started with CRM data or need to refine your approach, this tool will give you clarity on who your customers really are.
Ready to get started? Take our quiz and let us guide you through the process.
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