How to pick your target market when you work across sectors
Right — you’re Claire at WINGS and you work across different sectors. That’s brilliant, but it can make choosing a target market feel messy. Here’s a simple, Northern-style way to sort it without faffing about.
1. Start with outcomes, not sectors
List the problems you actually solve (e.g., save time, reduce cost, improve patient experience). Clients across sectors often buy the same outcome. Focus on the outcome first, sector second.
2. Map strengths to sectors
Make a quick table: sector on one side, how your service fits on the other, plus ease of entry and margin. Give each row a simple score — you’ll see patterns fast.
3. Pick 2–3 priority audiences
Working across everything is a drain. Choose two or three audience pockets where your outcome + strength + ability to reach them align. Keep the rest as experiments. Small focus = bigger impact.
4. Run small tests
- Micro-campaigns (ads, outreach, case study) aimed at one audience.
- One tailored offer or landing page per audience.
- Measure one clear metric: leads, conversion, or pilot bookings.
5. Learn fast and scale what’s mint
If an audience converts cheaply, double down. If not, shelve it and crack on to the next. Keep testing until you’ve got a handful of repeatable wins.
Simple tools — a spreadsheet, one landing page per audience, and a few test ads or outreach messages — will get you sorted quicker than a big rebrand. If you want, start by mapping three outcomes and matching them to three sectors. That’ll tell you where WINGS should focus first.
If you fancy chatting about this properly or want us to take a look, pop over to northerndigital.uk — we’ll get the crayons out and get you sorted 🎨 Spot on? Let’s crack on.
