Although areas around the world may have unique characteristics, the process of figuring out how to better understand your customer base, and what message will best reach them, is universal. We don't have information specific to running a business in South Africa (although I did include a url on statistics for South Africa near the bottom of this message). But we do have a number of experts who write articles with advice on marketing.
The following are quotes from three of our regular bloggers, specifically about ways to market to your customers. You can click on the links to read the full answers, and to see what other advice they offer:
Heart of a Business: Market, Identity, Focus (Tim Berry, business-planning expert)
"...All of this is about understanding the market. You want to know as much as you can about what your potential buyers are like, where they are, what they do, why they want you, and how many of them are there. You have to know your customer and why they buy, you have to understand that to build the right messaging, and you have to get the right message to them. You also want a reality check, asking yourself if there are really buyers out there. Will people spend money for what you offer? Where are they spending that money now? Who else offers them competing solutions?..."
What's your market opportunity? (Susan Solovic)
"...try to establish how much of the overall market you might be able to capture. Your target market — or sweet spot — consists of the customers you believe are most likely to buy your particular product or service. For example, your ideal customer or client may be a dual-income family with a household income of over $100,000, two children, and either one or two pets. Utilizing census bureau information or other reference material, you should be able to estimate the number of families in your area that fit that description. That becomes your market opportunity..."
What are Your Prospects Looking for Online? (Cidnee Stephen)
Here’s a check list of some key elements that should be on your site:
A killer headline on the front page that tells a prospect they are on a relevant site.
A professional image that says you are a solid, reputable company
Reasons to choose you over your competition
Results, testimonials, information about your product, your process
Benefits of your products or services
Ways to reduce the risk from buying from you (guarantees, trial product, etc)
Ways to get engaged today (free report, free trial, free online publication, forum).
YOUR Contact info (don’t laugh….it’s crazy how often this is missed).
South Africa population: baseline total market
--break down the total population by demographic, location, education, etc. to find the group or groups most likely to buy your product or service. The more you know about your customer base, the more you can figure out the best way to reach them with your message.
Hope this information helps. Good luck with your business!