One of the most common ailments small businesses suffer is a total disconnect from their target markets--the folks they should know the most about.

No matter if you sell B2B or B2C, you must have a clear understanding of who your best prospects and clients are before you can get your act together. Here's a cheat sheet on all the major elements you should consider about client demographics, so you can develop smarter, more effective marketing materials and advertising campaigns.

Homework First
Before developing a product or service to sell, you need to know who will buy it and where your geographic footprint is. Is your product for toddlers in town? Can certain companies benefit from your product line in Peoria, or is your service roster something that many different kinds of small-business owners across the country can profit from? Are soccer moms on the go in Cincinnati your prospective buyers or senior level HR professionals in a tri-state region? Your homework should include a range of in-depth information that includes:

• The demographic markets you seek to sell to (gender, age, income level, ethnicity, educational background, etc.)
• Where these folks are located geographically
• Where your target prospects like to shop
• The radio stations they like to listen to
• The most popular online news and social networking arenas they frequent
• Who your competitors are, large and small

Reach Out, Touch and Sell to Your Prospects
After defining your service area (whether you will do business locally, regionally, nationally or globally) and compiling comprehensive prospect profiles, you are ready to assess whether your initial concepts, products and/or services will fly. Otherwise, what's the point?

And let's get something straight. It's not about what your mom, your significant other or even your best friend thinks--it's all about what your perfect prospect thinks, feels and wants. Once you get that down, you can tweak your products and services accordingly, and do what other highly successful entrepreneurs have done: Develop a kick-ass brand and communications that resonate with all your target markets.

Another thing: Even in this digital age of social networking, the number of followers and friends your business has means zip unless it translates into cold, hard cash with the end consumer. Armed with true insight, your core team (which should include a talented graphic designer, webmaster, seasoned marketing communications and web copywriters, and a marketing consultant) can create the right stuff to help you rise above the tens of thousands of messages and calls for attention that bombard the average consumer every day.

Demographic Targeting Tips from the Frontlines
Sherry Whiteside and her business partner Susan Elkins are two Realtors who did demographic homework before launching their newest venture, HomeWeddingRegistry.com. Using this unique wedding gift registry service, based in Egg Harbor Township, N.J., family and friends of engaged couples can give them money toward the down payment of a home. Whiteside says they did extensive market research on the internet, via feedback from family and friends, and by testing the concept with their target audience--brides- and grooms-to-be--at a bridal expo.

"Everyone who hears about this loves it," says Whiteside, who has additional insight on her demographic market from prior work experience designing wedding packages for a hospitality firm. Whiteside and Elkins have budgeted a reasonable amount of money for marketing initiatives in the local geographic market they initially are focusing on, choosing venues and campaigns that will be the most productive: direct mail to fellow Realtors, PR in local media outlets, co-marketing with other bridal vendors, ads in local wedding publications and vendor space in area bridal expos.

Mary Repke has a keen eye on her demographic markets. She's the chief bag lady, CEO and founder of Coakley Business Class LLC, which produces business and travel bags and briefcases for professional women. According to Repke, whose company sells to upscale retailers across the country, her company's profitability rests on great market research.

"I sell in several channels, to e-tailers, directly to consumers and to major upscale retailers with multiple storefronts, so I need to know their clients are the right fit for my particular price points and products." Repke is not a discounter--her products sell well to busy career women, women entrepreneurs, and frequent air or train commuters where performance, durability and quality count, so she only sells to firms that understand the importance of maintaining her brand's value. Based on consumer surveys and direct feedback she gets at trade shows and women-focused networking functions, Repke creates new products that are fashionable and functional.

To recap: When you know the total composite of who your best clients are and where to find them, you'll be prepared to create a meaningful brand, choose the right advertising venues and craft winning words and visuals for your website, blog, special offers, direct mail, radio segments, podcasts and tweets. Being totally in tune with the needs and wants of your demographic markets will help you stand out from the crowd and your competitors.