You’re excited because you’ve got a product or service you know will be useful for many businesses. 
 
The problem is, you don’t have the resources to target them all. 
 
So, how do you find the perfect audience to target right now? 
 
Here’s a quick method you can use today to find the right people to talk to. 
 
Level 1: Find the largest possible audience for your product. Let’s be outrageous and say your product is useful for all UK SMEs. That’s about 5 million businesses. Way too many to target in any meaningful way. 
 
Level 2: At this level, we’ve decided that B2B companies are best suited to what we offer. That’s still about 40% of UK SMEs. About 2 million businesses. Still too big for us to start any meaningful communication with. 
 
Level 3: Having analysed the various B2B sectors we've decided that Facilities Services companies benefit most from what we do. There are 540,000 of these on LinkedIn. Much better than 2 million but still too large. Any content or marketing we produce will still be high-level and generic. We can do better. 
 
Level 4: We’ve now decided that the ‘sweet spot’ for our product is facilities services businesses that have between 9 - 50 staff. Under 9 is too early stage, while over 50 has longer procurement processes. We could use revenue here but headcount works for this example. That brings our numbers down to around 102,000 companies. This is a good target market size. We can create some good content that focuses on the particular challenges and issues this group has. But our goal is to find the perfect audience right now. So we press on. 
 
Level 5: Let’s say we’ve decided to start by communicating with businesses in and around London. That gives us a target audience of approximately 1,000 facilities services businesses. Now that’s a number we can work with. We can produce highly specific, relevant, valuable, and personalised content for this group... And when we’ve exhausted this group, we can start on the next 1,000 of the remaining 101,000. 
 
Most businesses seem to produce content aimed at the Level 2 or 3 segments. It’s hard to produce anything other than high-level generic content at these levels. 
 
This means you’re competing with all the other high-level generic content that’s out there. 
 
You need to be developing content for Level 4 and 5 business segments. Then you're producing content that’s relevant, valuable, and solves real problems. 
 
If you want to win, aim to produce Level 5 content. 
 
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