Target Market In Direct Sales: Why You Need One

Target Market In Direct Sales: Why You Need One

Why you need to know your target market in direct sales www.melissamackey.net

What is a target market and why do I need a target market in direct sales?

Good question! Let’s chat! 😉 First, let’s talk about what a target market is. Dictionary.com defines it as, “A particular group of consumers at which a product or service is aimed.” That is a perfect definition of it. You need to know exactly who your audience is and to whom you are trying to sell. (How’s that for correct grammar? 😉 ) Yes, you need a target market in your direct sales businesses! It may be easy to think,”I sell skin care products. Everyone has skin and is in need of my products. My target market is anyone with skin!” Or “I sell organizational products. Everyone needs to organize their home, especially moms. Moms are my target market.” While that second thought is slightly better, neither of those answers are really very good when it comes to talking about your target market in direct sales.

You can’t sell to everyone. Well, you can, but it’s not good marketing and won’t get you the results you want. If you try and appeal to everyone in your marketing, you will end up appealing to no one. If you have read any of my other blog posts, you have probably heard me say that before. Because it’s true! And it is an important concept to learn, even as a direct seller. Selling to “anyone who has skin,” or even “moms” is not specific enough. Yes, you may want everyone to buy from you, be your fan, like your product, etc. But the fact is, not everyone will, and that’s ok. Not everyone likes Apple products, right? And they don’t market to just anyone. They have a specific idea of who they are marketing to. You probably have a good idea of who that sort of person is! And they have built a huge brand, just by marketing to that person!

Read 15 Facebook Post Ideas for Better Engagement

Who should I market to?

So, you need to get specific. Think of your one ideal customer and market specifically to them, and “moms” isn’t specific enough! There are lots of different types of moms, with different demographics! Moms can be all different ages, races, social economic status, education levels, marital status, personality types, etc. You would probably market to a 45 year old single mom, who is working a full time job with 3 teenagers, differently than you might a married 25 year first time stay-at-home mom with an infant. Those two moms are going to most likely have different interests, needs, wants, and abilities. The mom with teenagers probably isn’t going to be interested in how to organize a toy room, like the mom with the infant would. And the mom with the infant probably isn’t ready to think about what kind of organizational products might be helpful in a dorm room, right? Neither is bad, just different.

Like I said, think of one ideal customer. If you could create a perfect customer and clone 100 of them, who would he or she be? Think about specifics like how old they are, their marital status, if they work or stay at home, if they have children (and how many and what ages!), their education level, what they like to do for fun, what stresses they have in their life, what kind of music they like, etc. Get specific! You can even give this person a name, and even find a picture of what they look like from a stock photo site. My ideal customer is Jenn, and I could tell you all about her! She is who I market to.

Check out my mini-course on standing out in your direct sales business, It’s All a Bunch of DS

Why is a target market in direct sales helpful?

I mentioned earlier that if you try and appeal to everyone, you end up appealing to no one. Your content will seem watered-down and will not really connect with anyone, even if you feel like you are putting out good content! If you try to connect with all sorts of different types of people, you end up not connect to any of them. They will just scroll right on past your posts, because they aren’t connecting with them. But, on the other hand, if you are marketing to one specific type of person, you will connect with that type of person and lots of other people like him/her. You will start to attract a following of that sort of person, which if it is your ideal customer, you will attract lots of ideal customers! 😉 That’s what you want, right? Your idea customer just coming to you?! Try it, and see how it works!

Get my Ideal Customer Worksheet and start getting to know your ideal customer!

Now, leave me a comment and tell me about your ideal customer! I’d love to “meet” them! 😉

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3 Reasons Like Ladders Are Hurting Your Business

3 Reasons Like Ladders Are Hurting Your Business

Like Ladders … What are they?

You know those posts where they ask everyone to share their Facebook page or Instagram link and everyone is supposed to “like” or follow everyone else’s links to help them grow their following? We call those “like ladders.” Almost every business group that I am in have certain days where they do this. For some reason, there is this idea out there that the goal to growing your business on social media is to get as many followers as you can. Maybe at one time it was true. But is it true now? Do like ladders really help your page? Let’s talk about it! 3 Reasons Like Ladders Are Hurting Your Business www.melissamackey.net

Empty Likes

When you participate in a like ladder, are those people typically interested in your business? No! They are just hoping to get “likes” in return and secretly (or not-so-secretly) hoping to convert you as a customer. They are never actually planning to buy from you or even engage with your page or business. That is what we call “empty likes.” They do nothing for your page or business. They are just…..there. And if those people are not engaging and there is no chance in you converting them to a customer, why keep them or even try to gain those likes in the first place? How is that going to help your business? It is just going to drag your engagement on your page down, which is actually very bad for your page and your business. Empty likes are not going to help your page! They really just drag your engagement down! Click To Tweet

Facebook Algorithm

Speaking of engagement, you may have heard about Facebook’s “algorithm.” It’s sort of like this secret algorithm that nobody really knows exactly what it is, but they are constantly trying to figure out….and it is constantly changing! But one thing we do know, is that Facebook does not care about numbers of “likes” on a page. It cares about engagement. So if you have tons of “likes,” but no one is engaging on your page, then Facebook thinks your page is not important and will not show your posts to many people in your news feed. On the other hand, if you get lots of engagement on your page from your followers, Facebook thinks your page must be awesome and so they show your posts to more people in your news feed. It’s kind of like they “test” out your posts at first. They show it to a few people, not many, and then see what kind of engagement it gets to decide if your post should be shown to more. So engagement is huge for the Facebook algorithm!

Read Is Your Direct Sales Business Ruining Your Friendships?

Quality over Quantity

So, which is better? Quality followers or the quantity of followers? Quality followers, people who actually want to like your page and engage with it, is way better than the quantity of likes on a page. I know this can be hard to accept, because we all want to grow the number of followers we have. Buuuut, a small, but engaged following is going to be way better for your page than a large, unengaged following. Numbers really mean nothing. Engagement does. So don’t focus on how many likes you have. Don’t compare your number of likes to someone else’s! Only focus on your engagement. Focus on attracting quality leads to your page. When you see these like ladder posts, DON’T participate, no matter how tempting it is! Remind yourself that it just going to hurt your business! If you are realizing that you made some mistakes in the past, don’t fret! There are always things that you can do to turn your page around and help your page’s engagement.

So, what next?

You can start today by cleaning out your likes on your page. Go through and delete the people who have liked your page from a “like ladder” or something of the sort. If they are someone who is not going to engage on your page, then there is no reason to keep them around. Time to let them go! Bless and release. You can do this in the settings of your page, under “people and other pages.” Then, work on teaching your followers to engage on your page. Post simple questions, such as “this or that,” “A or B” type of questions and engage back with anyone who comments! Ask them a followup question. Show them that it is ok for them to comment on your page and that you will engage them back in conversation! It may take some time, but you can work to grow your page’s engagement over time.

Join my Facebook Group, Brand Bosses, where we talk all things branding, blogging, websites, marketing tips, and more for women entrepreneurs and womenin direct sales and network marketing!

Tell me….

What are you going to do TODAY to help your business grow? Are you going to go through and delete empty likes? Start posting engagement posts and respond to all comments? Train your followers to engage with you? Tell me in the comments below and let’s celebrate your growth together!

Is your direct sales business ruining your friendships?

Is your direct sales business ruining your friendships?

Is your direct sales business ruining your friendships?

Is direct sales ruining friendships for you? Have you noticed people unfriending you on Facebook, not responding to your messages/texts/calls, not wanting to hang out with you, etc? It may have something to do with the way you are running your business. Direct sales doesn’t have to hurt friendships! It can actually help them! Is Your Direct Sales Business Ruining Your Friendships

Build relationships

The #1 rule in business, especially online business, is build relationships! I say this all the time, but people need to know, like, and trust you before they will buy from you, and especially if they are going to be a repeat customer! So your main focus with your business should be building relationships, not selling. Don’t believe me? Just try it! 😉

Stop adding people to groups

I feel like I should put this one in all caps and shout it from the rooftops. STOP ADDING PEOPLE TO GROUPS! Most people cannot stand this and it just turns them off from your business. So, if you are doing this, it is very likely hurting your business, not helping it. Plus, a smaller engaged and interested following is waaaay better than a larger unengaged, uninterested audience. Having tons of people in your Facebook is not good for your business, especially where Facebook is concerned, because according to Facebook, having an engaged following is more important than a large following!

Read How Branding Your Direct Sales Business Can Grow Your Business

Use a business page, not personal profile

Don’t do business on your personal profile! That is against Facebook’s policies and you could find yourself in Facebook jail if you do. (Yes, that is a real thing!) Facebook business pages exist for a reason….for business! This will help keep you from ruining friendships if you keep your personal profile for your personal life, things that your friends want to see and interact with you on, and keep your business to your business page where anyone who wants to keep up with your business can “like” it and follow and interact with you there.

Don’t be spammy or salesy

People do not get on Facebook to be sold to! If you are always just posting salesy stuff, you will be turning people off of your page. You should be posting only one sales post out of every 10 posts and other types of posts for the other 9. Think encouragement, motivation, inspiration, how-tos, behind the scenes, helpful info, tips/hacks etc.

Read Spring Clean Your Direct Sales Business

Be authentic and genuine

This is so important! People can see right through inauthentic people! Your followers, customers, and friends want to connect with you on a real level. They don’t want to have to be afraid that every conversation they have with you or every post they see is going to have to do with promoting your business or trying to sell to them somehow. They will see right through that and will not want to interact with you.

 

What do you do in your business to ensure you are building relationships and not hurting your friendships? Tell me!

Resources for Direct Sellers

Resources for Direct Sellers

Dos and Don’ts of Visual Branding

Dos and Don’ts of Visual Branding

What is Branding?

What is branding? Is it a logo? A business name? A color scheme or certain fonts? Well, a brand will encompass all of those things, but that is not all that branding is! Branding is more than just the visuals. Branding is your voice, your personality, your vision. How you make people feel. It is how people recognize you and how they perceive you.

Branding is more than just the visuals. Branding is your voice, your personality, your vision. Click To Tweet

So, let’s talk about the visual part of branding. Here is a list of some do’s and don’ts to think about when you are creating the visual part of your brand.

branding tips

Visual Branding Tips

Do’s and Don’ts of Visual Branding

Do… have a cohesive color palette. You want to choose 3-5 colors that look good together and stick to those colors when creating graphics, designing your website, etc. If you don’t yet have an idea of what your brand colors will be, check out Design-Seeds. It is an awesome place to look through their color palettes that already have colors put together for you. Find something that speaks to you and your brand. You can also search psychology of color and see what different colors mean and how they are perceived. This article is a good starting place.

Don’t… choose too many colors or patterns. You don’t want your brand looking chaotic or unrecognizable because there are too many colors or patterns. You want it to stand out and be recognizable to your customers. 3-5 colors is sufficient, one or two main ones and the rest accent.

Do… choose your brand fonts. Next, you will want to look at different fonts and choose two or three that look good together. You don’t want them to be too similar or to busy. If you choose a script, or something bold, then choose something easy to read for your main text font. Here is a good article about how to pair fonts.

Don’t… have too many. Like I said, you will want to make sure they are visually appealing together and not too busy. You want them to be readable and recognizable, so 2-3 fonts max is perfect.

Do… create your own graphics. Don’t be just another consultant in your company if you are in direct sales. Stand out and brand yourself by creating your own graphics instead of sharing company graphics. Anyone can create them. There are websites that make it so easy, no matter how creative you are! I LOVE using Canva to create all of my graphics. I use it on my computer, because I find that easiest, but there is an app as well. Another good website is PicMonkey, and there are lots of good apps such as WordSwag, Spark Post, and Rhonna Designs.

Don’t… just use pictures you find on google. PLEEEEASE don’t do this! Don’t just hop onto google and download a picture from there! Did you know that it is illegal? It could cost you lots of money and your business! Don’t let that happen to you! Many, if not most of those pictures are copyrighted and you don’t want to get caught violating copyright laws. There are lots of good sites for stock photos that you can use for commercial use (check the license first). Pixabay, Pexels, and Unsplash, are some good ones that I use, and you can use pictures from  Canva as well.

Want a place to talk more about branding and get your questions answered? Join my FREE Facebook group, Brand Bosses!

Do… be active on social media. You’re going to need a place to post those graphics you made, right? Be active on social media! Posting frequently on your Facebook business page or Instagram can be positive for your business so customers and potential customers can get to know your brand. You want your target market to get to know, like, and trust you, so using those social media outlets for this is a great idea (as is blogging! 😉 ). Just be sure you create a business page on Facebook and keep your business posts on your personal profile to an absolute minimum.

Don’t… be too salesy… While using social media for your business is a must, you don’t want to be salesy or spammy. You will want to follow the “80/20 rule” (or 90/10). For every eight or nine non-salesy/product posts, you may post one or two sales post. People do not get on Facebook to be sold to. The want to connect, build relationships, be entertained, etc. You will also want to be sure to post different things on different platforms. This means you don’t want to push your Instagram photos to your Facebook business page automatically. If you do this, people will realize it and choose to only follow you on one platform instead of both so that they don’t see your posts twice. You may repurpose your graphics on the other platform at a later time (I suggest at least a week), just don’t post them on both at the same time!

Do… stick to your visual brand. Once you have your visual brand created, stick with it! Use your colors, fonts, images, patterns, etc in everything! If you do this week, people will start to recognize graphics as being yours, before they even see your logo or name!

Don’t… change your branding frequently. There is a time and place for rebranding, and rebranding can be done well, but you definitely don’t want to do it often! Stick with your visual brand as long as possible until it become necessary to rebrand for some reason. If you are frequently changing things up, people will not know what your brand is or recognize it when they see it.

Do… be consistent. This goes along with my last point. Be consistent. Use your visual brand everywhere and on everything. Stand out from the crowd and own your brand!

Don’t… copy someone else’s brand. Create your own brand, don’t try to copy someone else’s! You want to make it yours. Yes, you will see other’s color palettes, fonts, graphics that you admire, and there is no harm in using them as inspiration, but change it up and make it your own. Don’t copy someone else. Be authentically you and you will shine!

Do you have any other tips for visual branding? Please leave me your tips, questions, or input in the comments! I love to hear from my readers.

 

 

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