The Importance of Knowing Your Customer: 5 Benefits for Your Business

Aristotle once said that “Knowing yourself is the beginning of all wisdom.” And he was definitely right. But for a fitness professional, knowing your target audience is just as, if not even more, important. Keep on reading to find out why.

Disclaimer: This article is the first part of a two-piece series on establishing your target audience. Read the otherarticle here.

Why knowing your target audience is almost as important as knowing yourself

Many fitness entrepreneurs work out every single aspect of their business before starting out.

From their vision to their email marketing campaign. Everything has been thoroughly researched. Except for one (not so) little detail: WHO they’re trying to sell their products and services to.

Having creative business ideas is great. But if you want your online business to thrive, you’ll need customers. Someone that will not only show interest in what you do but that special person who then also takes out his or her bank card (or PayPal account) and buys what you have to offer.

If you want your online fitness business to thrive, you’ll need customers.

This means that you need to find out who your clients are BEFORE you even start thinking of selling or promoting your products online. In fact, I’d even go as far as to say that it’s the most important aspect of your entire online business. After all, how can you sell something if you don’t know who you’re trying to sell it to?

Moving your fitness business from the gym to an online platform is not an easy task as it is. But knowing who you’re trying to target will at least make the whole ordeal a lot less time-consuming and stressful.

5 benefits of knowing your target audience

 1. You can create better content

Creating content requires both time and energy and, in some cases, even money. No matter how much you like (or despise) creating content, once you notice that it doesn’t lead to any actual clients, you’ll end up getting disappointed.

No matter how much you like (or despise) creating content, if it doesn’t lead to any actual clients, you’ll get fed up.

By identifying who you’re trying to reach, you’ll be able to create the type of content that’s going to compel people to take action. And by putting out the content that your target audience is looking for, you’ll get them to know, like and trust you.

2. You know which platforms and paid traffic sources to focus on

Facebook, YouTube, Instagram, and Snapchat. These are the four main sources to generate organic and paid traffic through.

Although trying to spread the word by bombarding each platform with great content may sound like a good idea, it’s anything but. By focusing on the right platform, you’ll save yourself a lot of time and money. For example:

  • Is your target audience made up of 45 to 60-year-old men? The likelihood of them being on Snapchat is slim so focus on Facebook instead.
  • Are you trying to reach 18 to 25-year-old girls? Then both Instagram and Snapchat are viable options.

Furthermore, the way these platforms work is that they allow you to target specific people based on their interests, behaviors and online activities. Knowing your target audience plays an important role when setting up an advertisement campaign.

3. You can tailor your products and services to match your customer’s needs

Every business has a Unique Selling Proposition or USPYour USP is the reason why someone picks you over anyone else. By identifying what your customers are struggling with and which results they wish to achieve, you can cater to them in ways other fitness coaches can’t.

You’ll be able to create something that’s tailored specifically to your audience. So, instead of creating yet another run-of-the-mill and generic fitness product, you’ll have a specific product for a specific market. This makes the entire sales process much smoother as you won’t have to waste your energy on trying to stand out and selling yourself.

4. Copywriting becomes easier

Tailoring your copywriting to a specific group of people will allow you to spark emotions within them with your writing. This will lead to them taking action and you making more sales. (To learn more about the ins and outs of copywriting, I recommend you to read this article.) 

5. Email marketing becomes child’s play

Email marketing. It’s something that I see beginning fitness coaches struggling with time and time again. They forget that the whole point of having an online business is your database. This is where you build the relationship with your customers and the people that you’re trying to sell your merchandise to. Through email marketing, you can stay in contact with them on a regular basis. This will not only increase their trust in you but it will also keep you at the top of their minds.

Furthermore, if you understand what drives someone, you can include emotional triggers and psychological hacks in your marketing campaigns that will keep people hooked.

So, by now you should have gathered how useful it is to clearly define your target market early on and how it will make every single part of your sales process easier and more effective.

Knowing your target audience will make every single part of your sales process easier and more effective.

However, you may be thinking: “That all sounds great but how do I find out who my target audience is?”.

Truth be told, it’s not always a simple task. Especially if it’s not something you actually studied or looked into before. But no worries! In the second part of this two-piece series, I walk you through the complete process of how to establish who your target audience is.

Recents Posts

How to Reach The Right Customers For Your Fitness Business

You already know how important it is to find out who your target audience is and how failing to do so early on will set you up for failure. If not, then first read this article where I discuss the benefits of understanding who your target audience is.

The Importance of Knowing Your Customer: 5 Benefits for Your Business

Aristotle once said that “Knowing yourself is the beginning of all wisdom.” And he was definitely right. But for a fitness professional, knowing your target audience is just as, if not even more, important. Keep on reading to find out why.