If you are wondering how to define and understand your target market, you are in the right place. Understanding your target market is important when running a beauty business. To attract clients who are beneficial to your business, you need to know who you are looking for. Whether you’re new to the game, or you’ve been operating for a while, defining (or redefining) your target market can help you make the most of your business.

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What is a Target Market? 

A group of potential clients for your business – with shared characteristics and needs that you can meet. When deciding on your target market (overall, or for a specific treatment) think about the following:

Location

In an ideal world, your target client will live in your local area. This means coming to your business can be a convenient – and frequent – choice. Make sure there are people in your area that are looking for, and can afford, the services you offer.

Age

How old is your target client? SkinBase treatments are great to treat and minimise signs of ageing on the skin – but they are also excellent preventative treatments. This should make it appealing to all ages. This is excellent for your business and opens the opportunities.

Income

What are your prices like? How much disposable income does your target client need to afford your services. Think about the lifestyle your target client lives and what are their pain points? What treatments do they care about? How motivated are they to invest in their skin?

Client Personas

Creating a client persona using the above can help to identify a potential client who suits your business.  To help with this process you can also consider current clients. Think about who they are? What do they do for a living? What treatments do they enjoy? Personas can help you understand who your clients are – so you can adjust your services, prices and even the vibe of your salon.

Define and Understand Your Target Market

Once you have a clear idea of your target market, you can use this knowledge to influence your marketing.  Social media advertising can be done by specific age ranges and locations. Use the right social media sites, imagery and language to attract your target market. Define and understand your target market to maximise your audience. Once you understand who they are you can match your marketing and services to these personas – and guide them to your salon.