What Only Successful Internet Marketers Know About Target Market

Target Market is an outdated term.

Target Community is a far better description of the groups of people that are rallying around and supporting brands, products, ideas and causes online.

I know what you’re thinking:

Aww! Come’on, that’s just SEMANTICS!  You are mincing words!

Not at all.  I will be the first one rolling my eyes at something trivial but trust me, this one requires your investigation.

Market and Community Defined

Market – noun – A group of existing or potential buyers for specific goods or services.

The term market refers to commerce.  The buying and selling of products and services.

But that is not all we do online.

When you target a market online, you limit yourself to only acts of commerce.  Sales (and referrals that lead to more sales) are the only activity of any value that can be undertaken by a member of a market.

The term market is too narrow to describe the groups of people gathered around flourishing businesses.

If you want to know what only successful Internet marketers know you must understand what they know about community.

Community – noun – A group which perceives itself as distinct from the larger society within which it exists, and shares common characteristics or interests.

Community is a much broader term than market.  It doesn’t limit the value that one can provide to purchasing alone.

Breaking Down The Definition of Community

Here is part 1 of the definition:

A group which perceives itself as distinct from the larger society within which it exists…

The first part of the definition of community underscores the importance of understanding that we cannot be all things to all people.

We must choose.

Our brands, products, causes and ideas should resonate with some, but not with others.  They should raise positive emotion in some, and [in some cases] negative emotion in others.  Good marketing is often polarizing.

To create a strong community, to be successful you will need to create a group of people that can identify themselves as separate in some way from the greater society.

The second “chunk” of the definition of community is very telling:

…and shares common characteristics or interests.

This phrase reveals a critical difference between a market and a community.

Common characteristics a community could share are:

• BBQ’ing enthusiasts
• Mothers of twins
• Fly fishermen

Common interests a community could share are:

• Sauces & spice rubs for baby back ribs
• Concerns about emotional development of twin children
• Cost efficient fly fishing equipment

Certainly, BBQ enthusiasts that are interested in sauces and spice rubs for baby back ribs will purchase sauces and spice rubs.  This makes them part of the target market for businesses from grocery stores to online spice shops.

But, this community is going to do more than just purchase.

In addition to buying stuff, the community is going to:

• SHARE the best BBQ recipes, equipment, tips and tricks
• GIVE each other advice about mastering the art of BBQ
• GATHER in person to cook food and share stories
• COMPETE against each other for the best ribs, pork shoulder or brisket.
• REFER each other to the best resources about the craft of BBQ’ing.

In other words, they are going to INTERACT.

Interaction amongst each other is precisely what makes them a community, rather than simply a market.

What Successful Internet Marketers Know

Successful Internet marketers know that at the very least they must become a part of the community.  They must become part of the conversation.  They must INTERACT with the community.

Part of what a community does is buy.  But increasingly, whom they buy from is a person that is a part of the community.  Someone that is giving, sharing, gathering, competing and referring other members of the community.

For Maximum Effect…

don’t just join the community —-  create the platform upon which this community is giving, sharing, gathering, competing and referring.

The most powerful brands, products, causes and ideas online own the “hub” of community activity.  It could be a blog, a Facebook page or a LinkedIn group.  It might be a Meet-Up, a YouTube channel or a podcast.

The most successful Internet marketers are creating the “stomping grounds” for the very communities that support them.  And they don’t take the nearsighted view that a purchase is the only action of value someone can provide.

Give me your thoughts below!

What do you see as the difference between a market and a community?  Am I just mincing words here or is this something worth talking about?  How do you build community around your brands, product, cause or idea?

Image courtesy of Leo