How to identify the target audience for your Outstaffing company
Before you start to build out your Marketing plan for your Outstaffing company you must first determine who you want to target. As mentioned in the previous article due to the competitive nature of the Outstaffing industry it’s important to try and find a demographic or specific customer who would be the best fit for using your service.
If you aren’t clear on who your customer is, it makes it impossible to advertise effectively to them. Advertising is EXPENSIVE – especially in the early stages – you will want to ensure that every single penny is spent as effectively as possible. The first stage to achieving this, is identifying your target audience.
There are a number of different methods you can follow to define your customer market. In the Outstaffing industry we believe the four key factors that can help you define your target market are:
Where do your potential clients come from? Most Outstaffing companies will target key markets such as the US or UK. Understanding how saturated the market is in these territories for your service may make you consider if your targeting efforts would be better placed elsewhere. Finding a territory with a large local talent deficit and a burgeoning tech scene should be the goal in this criteria.
Find your niche → Find where needs your service the most → Target Marketing here
Understanding the typical demographic of your target audience will enable you to make better choices when deciding how to reach out to or appeal to your intended target.
One example of understanding your demographic is the average age of the employee in the type of company you are targeting. If you want to reach out to small, quirky companies where the average age of the employees is between 22-35 social media can be an excellent way to engage with your audience. The language you use and the formality of your approach may also be less stern when dealing with someone of a younger generation. When dealing with an older, larger or Enterprise sized company with a formal organisational structure your approach would need to be different.
Targeting demographics such as Employee Age, Job Role, Company Size and Company structure will enable you to better plan how to target these clients.
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How a Target customer behaves or operates is important when deciding who to reach out to.
In a large company there will be decision makers on multiple levels and it is important to understand how they process the onboarding of new talent partners or engage with external agencies and for which functions.
Small companies typically have less decision makers and usually have someone who makes a lot of decisions such as the CEO.
Understanding which type of client you are going to engage with will help you to determine the most effective form of communication and how direct you need to be. In larger companies it can be harder to discover who the decision maker may be, which can make it hard to make progress in the early stages. Likewise with a smaller company the decision maker may be more obvious, but every other company trying to sell to this company will also be targeting this person. Think of not only the competition in your industry but every B2B industry directly targeting the same person.
Building a Psychographic profile for your target company will enable you to more accurately plan your approach when reaching out.
If you are dealing with a company who is a market leader, renowned for quality and a Global brand – your approach as an Outstaffing company may be that you have the absolute best talent that money can buy and your company can offer this company something that no one else can match. This approach on quality shows an understanding that a company of that size cares less about value and much more about quality, something you can demonstrate in your initial approach.
When approaching a startup that is growing rapidly your approach may be that you can provide talent faster than anyone else and keep up with the company’s rapid growth. This approach acknowledges how quickly the company is growing, shows you understand their struggles and makes it easier to drive engagement.
Lastly approaching a small steady digital agency who have some gaps in their team but, due to their project driven workflow, are struggling to expand as they cannot offer permanent contracts, you would highlight how flexible your resource can be. Demonstrating that you know the client’s problem is finding the right people at the right time will help you to show you understand and can solve their problems.
Understanding what makes your customer tick, why or how they make a decision and how they proceed once they make a decision will help you in all forms of planning for your Outstaffing company.
Identifying your target audience is crucial to your early success and is not a process that should be rushed. Finding the right product market fit and a willing market early on is exactly the kick start your Outstaffing company needs when starting out.