Struggling Local Business Help: Step #3 Choose the Right Target Market for Your Local Business

Hey, Hemet and San Jacinto business owners! If your marketing isn’t working, your sales are down, or you keep attracting people who don’t actually buy, the issue might not be your product or service—it’s who you’re trying to sell it to.

Figuring out who your real customers are isn’t just a smart move—it’s what could save your business.

What You’ll Learn in This Post

1. Why Your Current Target Audience Might Be the Wrong Fit: Learn how to spot the red flags that your marketing is off-target.
2. How to Find the Right People to Market Your Solutions to: Discover who truly needs what you offer here in the Hemet San Jacinto area.
3. Practical Actions to Take to Connect with Your Ideal Customers: Use simple strategies to keep your efforts focused on the locals more inclined o buy what you sell.

Let’s jump into how finding the right customers can turn things around for your business.

Top 5 Signs Your Local Business Is Targeting the Wrong People

If your business isn’t making the sales you need to survive, it might not be your products or services—it could be the people you’re trying to sell them to. Marketing to the wrong crowd means wasted time, money, and effort. It’s like trying to sell a snowblower in the desert—it just doesn’t work.

You’re here because you know there’s a problem. But maybe you’re not quite sure this is it. And, let’s be honest, you probably don’t want it to be. You’ve spent a lot of time imagining the ideal customer—the kind of person you connect with, who shares your values, or who you believe your products are made for. The thought of changing who you’re targeting, especially if it means reaching people who might not look, think, or live like you, can feel uncomfortable—even overwhelming.

But here’s the truth: businesses don’t grow by limiting themselves to who they think their customers should be. They grow by meeting the needs of the people who actually want what they’re selling. If you’re willing to step outside your comfort zone and focus on those people, you’ll have a much better shot at saving your business.

So, with that being said, let’s cut to the chase: here are the top five signs that your promotions, ads, marketing, or even branding are not targeting the right consumers.

1. Your Target Audience Is Too Broad

If you think “anyone” can be your customer, you’re trying to appeal to everyone—and reaching no one.

Let’s say you own a bakery in San Jacinto and think, “everyone loves cupcakes,” so you market to “everyone.” The problem?

Example

If your cupcakes are gluten-free and you carry an entire vegan line, you should focus on those consumers. And if they’re the most expensive cupcakes in town, why would you market to families searching for budget-friendly birthday treats?

A savvy business owner doing DIY marketing ensures their branding, advertising, and promotions appeal directly to locals looking for premium vegan and gluten-free baked goods.

Action to Take Now

Define what makes your products or services unique. Ask yourself, “What’s special about what I offer?” Is it gluten-free, handmade, or tailored for a specific lifestyle? Focus your marketing on the people who care most about those features.

2. You’re Not Making Enough Sales

If the locals walking into your business aren’t buying, or you’re getting lots of service inquiries but few actual bookings, you’re likely attracting the wrong crowd.

For retail businesses, this might look like people browsing but leaving empty-handed. For service-based businesses, it’s endless calls or emails from people who either don’t see the value in what you offer or can’t afford your prices.

It’s possible your prices seem too high—but that doesn’t always mean you need to lower them. Instead, it could mean you’re attracting the wrong consumers. The right customers will recognize the value in what you offer and be willing to pay for it.

Example

Imagine trying to sell Prada purses at the Downtown Hemet Farmer’s Market or the San Jacinto Certified Farmers Market, where most shoppers are looking for bargains. The price tag might feel outrageous to them—not because the purse isn’t valuable, but because it doesn’t fit the expectations of a market focused on budget shopping.

However, with the right marketing and advertising, you can attract the right buyers even at a local farmers’ market. If you already have an email or text list, you can promote your presence at the market and specifically target high-end customers through social media posts and ads tailored to their interests.

You can also use targeted ads to attract new customers who are aligned with the value of what you offer, bringing them to the market with the right message.

Imagine what you can do at your own local brick-and-mortar location with the same strategies! With focused marketing, you can bring in the right customers who are willing to pay for what you’re offering, whether it’s at a market or your storefront.

Action to Take Now

Find local competitors and see if your pricing matches what’s typical for businesses offering similar products/services. Are they fair for what you offer?

If they are, your next step is to focus on targeting customers who see the value in your product or service. Explain why your offerings are worth the cost to attract customers who will happily pay for quality.

If you can’t find similar competitors in Hemet or San Jacinto:

• Expand the Search Region: Look at competitors in nearby towns or regions with similar demographics. This will give you insight into pricing trends in comparable areas.
• Online Competitors: Research businesses that operate online but target customers in areas like yours. Their pricing strategies can help you understand what a broader audience is willing to pay.

3. Bad Reviews Keep Coming In

If you’re getting more negative reviews than positive ones, it’s a sign your business might not be meeting the needs of the right customers. Bad reviews aren’t always about the price—they’re often about not delivering what customers expected.

Here’s how this can happen…

Example

Let’s say you open a no-frills, stop-and-go style nail shop catering to busy people who need quick, efficient manicures. You focus on fast service without all the luxuries—no massage chairs, no fake nails, just efficient mani-pedis.

But you’re hesitant to market it this way because you’re worried about turning away high-end customers. You keep advertising to everyone, including people who expect luxury treatments.

The result? Customers expecting a high-end experience leave bad reviews. They complain about the lack of luxury features:

“They don’t even do fake nails!”
“They don’t even have massage chairs!”

The thing is, if you marketed your shop to the right customers—those looking for a quick manicure during lunch breaks or while the kids are at practice—you’d attract a much more satisfied customer base.

Instead of getting complaints from people expecting a spa day, you’d have customers who appreciate the convenience and efficiency of your service, and your business would boom. Transfer that same train of thought over to how you market your local brick and mortar or service business.

Action to Take Now

Look closely at your reviews to identify recurring themes. Are people frustrated because your offerings don’t align with their expectations?

If so, it’s time to reassess who you’re targeting. Shift your focus to the customers who value your service for what it is and are willing to pay for it. Then, adjust your marketing messages to clearly communicate the value you offer, ensuring that you attract the right customers who understand and appreciate what you provide.

4. Too Many Unqualified Leads

If your phone is ringing off the hook, but the people on the other end aren’t a good fit for your services, it’s a sign that you might be attracting the wrong crowd. Whether it’s endless inquiries from people who don’t need what you offer or leads that don’t align with your business goals, these unqualified prospects are wasting your time and resources.

In this section, we’ll dive into how you can identify the right leads, focus your efforts on attracting them, and stop wasting time with people who aren’t a good fit for your business.

Example

Let’s say you’re a roofer who specializes in commercial buildings, but you’re getting a lot of calls from homeowners asking for quotes on their residential roofs. These inquiries are wasting your time because residential jobs don’t bring in the big bucks, and they require working with a different type of customer. You’re just better at working with business owners than families.

If you keep marketing to both homeowners and commercial property managers, you’ll attract leads that don’t fit your business goals or personal approach. Your marketing should focus on the right audience—property managers, building owners, and commercial contractors who need roofing services for larger properties.

Narrowing your focus to the right target audience will help you spend less time chasing unqualified leads and more time working with clients who align with your business goals and how you like to work.

Action to Take Now

Take a step back and evaluate who you truly enjoy working with and where your business thrives. Ask yourself: “Who are my best customers?” Identify the ones that fit your business model and approach the most.

Once you know who you want to target, adjust your marketing to speak directly to that audience. Focus on where they are—whether it’s social media, local ads, or word of mouth—and how you talk to them, making sure it aligns with what they need and want.

5. Locals Don’t See the Value

If people in your area don’t understand why what you offer is worth their money, your marketing might be missing the mark. It’s not always about price—it’s about clearly communicating the value of what you sell to the RIGHT people.

When you target people who just “don’t get it,” they walk by your business or scroll past your ads without giving it a second thought.

In this section, we’ll explore how you can adjust your promotions, specials, and marketing so your business stands out to the right customers. When you target the right people, they already understand the value of what you sell—and they’re out there actively looking for it. Let’s dive in.

Example

Imagine you own a budget-friendly clothing store in San Jacinto. You offer affordable, everyday clothing, but locals aren’t buying. They walk in, look around, and leave without purchasing. Why? Maybe they don’t see the value in your prices or your offerings. They might be looking for something else—whether it’s brand recognition, trendy styles, or something more fashionable that fits their personal needs.

The key is attracting local bargain shoppers who love scoring a deal. Think Ross, TJ Maxx, and DD’s Discount shoppers who want quality clothes at an affordable price but prefer to support small businesses. In your marketing, highlight the value you bring:

“We offer quality clothing under $10, owned and operated by a local family who has been living in Hemet for 30 years.”

Emphasize the benefits of shopping with you—affordable prices, local support, and great value for everyday wear.

While you’ll still attract some locals driving by who just aren’t interested in what you’re selling, your targeted marketing will also bring in new customers who are looking specifically for those items they saw in your Facebook ad. And don’t forget the return customers—they’ll keep coming back when they get weekly sales texts with exclusive deals they can’t resist.

Action to Take Now

Take a quick look at your website, social media profiles, and local directory listings. Is your business message clear and consistent across all of them? If not, it’s time to update it. Write down what makes your business stand out. For example, “Affordable clothing under $10, family-owned for 30 years in Hemet.” Keep it short and simple.

Update your social media bios and website with this message so new customers know exactly what you offer. For your directory listings like Valley Local Pages, make sure your business description highlights your strengths and appeals directly to the customers you’re targeting. Consistent messaging across all platforms builds trust and makes it easier for the right customers to find you.

Next Up in the Series: Struggling Local Business Help: Step #4 Address Customer Pain Points

Put It All Together: Target the RIGHT Target Customers

Your business can’t afford to keep marketing to the wrong crowd. By focusing on the customers who truly need what you sell, you’ll not only increase sales but also build stronger, long-term relationships. When you target the right people, you’ll create loyal customers who keep coming back.

Take Action Now!

It’s time to focus on the customers who really matter. Take a step back, evaluate who your ideal customers are, and adjust your marketing to speak directly to them. Refine your messaging, target the platforms they use, and align your promotions with their needs. This focused strategy will set you on the path to success and help your business thrive.