When thinking about your marketing, most entrepreneurs only focus on the tools and platforms. They want to jump right into building a website and starting a Facebook page. And they dive into it. Start to schedule ads to everybody. Add all their family and friends to their page. Invite their neighbours and their cousins to their grand openings. And hand fliers out to every man or woman walking down the street.
Do you know what that results in? Wasted money. Wasted resources. Wasted time. And frustration. When developing a marketing strategy for your business, one of the key elements to consider is who needs and wants what you are selling. The truth is, everybody is not your ideal client. Everyone does not need or want what you have to offer. The sooner you can identify the niche of people who really truly need you the quicker you will grow. The more sales you will make. And the more impact you will have. Have you seen my previous blog post about Who is Your Ideal Client? if not, have a read
So, I know you are asking by now….. how do I feel these beautiful people right? Well, you have to do some research and you have to do some testing. These are the questions you should be asking yourself and these are the observations you should be making if you already have clients
1. Are they male or female? Yes they can be both or just one
2. What age group do they fall into? I like to break this into 20 year age
groups because the buying habits of a 20 year old and a 45 year old are
drastically different eg. 20-40, 40-60 or 25-45 etc
3. Are they married, single or divorced?
4. Do they have kids and if so how many? The priorities of parents tend to
be different than persons without kids, thus their spending habits are
5. Where do they live? This will also help you fine-tune your advertising
and promotion if you are focusing on persons who live in a particular
region or country.
6. Where do they work? Are you targeting persons who work in the
public or public sector? Or are you targeting entrepreneurs?
7. What are their views about politics, religions and important issues?
Again this is specifically for targeting your audience with ads
8. Where are they both online and offline. Meaning, do they spend the
majority of their time on Facebook, instagram, snapchat or do they
read newspapers or listen to radio and if so which ones? Knowing this
information will help you define your own position when it comes
down to advertising and where you want to be featured
10. What keeps them up at night? What do they worry about? And what
exactly are they presently complaining about?
Having a clear answer to these questions will assist you in the following ways
1. Create messages/content that speaks the language of your audience.
When you share messages that speak specifically about them to them
in a language that they understand, it increases the know-like and trust
factor. This builds relationships and engagements and lead to the sale
2. Target your audience when designing and promoting ads. Imagine
spending money on designing an ad and showing it on a television
station that your audience does not watch. Your money and resources
will quickly be flushed down the drain
3. It helps you decide where you need to show up to build relationships. I
go by the 80/20 rule. 80% of the time you are sharing valuable
information and having discussions. 20% of the time you are selling
They are waiting for you to teach them. They are waiting for you to offer them something to buy. Do not miss out on that opportunity by diluting your message and trying to sell to everybody!
Still not sure where to begin?
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