During this excerpt from a presentation about online marketing, I talk about the four steps in finding and reaching your target market and how those four steps can be applied to business marketing or searching for a new job.

In a nut shell, here are the four steps with some suggestions and examples of how they apply to business and a job search:

Step 1: Who is your target market? your niche? In other words, who are you marketing to?

• In business: Who are your ideal clients?
  For example: Women entrepreneurs
• In a job search: What kinds of work do you do?
  For example: science writing

Step 2: What are their key problems? What are they looking to solve?

• In business: What issues are they trying to solve?
  For example: Women entrepreneurs want to attract more clients, attain more peace and balance in their lives, and improve their courage and sense of self-worth.
• In a job search: What qualities are hiring managers looking for? What skills and experience does an employee need to work here?
  For example: Science writers need to have good writing and editing skills, as well as a good grasp of science and an ability to translate complex information into engaging copy for lay audience.

Step 3: What are your key benefits? What do you have to offer that solves their key problems? And, how do you provide those benefits?

• In business, for example: I help women entrepreneurs gain greater confidence and self worth through one-on-one and group coaching, as well as do-it-yourself downloadable products.
• In a job search, for example: I have education in both science and journalism and 20+ years experience in writing, editing, marketing and public relations.
  (Tip: Tailor your resume to the job you are seeking. If not per application, at least per type of job. For example, I have a resume with a writing emphasis and another with a marketing emphasis.)

Step 4: Where can you find your target market? Where are they hanging out?

• In business: What publications do they read? What networking meetings and conferences do they attend? What social media sites do they frequent?
• In a job search: What job boards will post your types of jobs? What companies hire your types of skills and experience? What geographic locations are more likely to have the kinds of companies you want to work for?