I have been speaking to a client this morning about his business and why growth is a little slow. We quickly got to the bit about who he was aiming his marketing at, who his target market actually is, and found out he wasn’t very sure at all.
This meant all his marketing efforts were like a scattergun – covering every possible person in the area – not laser focused on to a customer who will actually benefit from his product.
It just made me wonder how many businesses actually stop and reflect on who they are actually trying to sell to – this knowledge is one of the cornerstones of business. Without knowing this, your business will never truly fly.
However, once you spend a little time and truly identify the people most likely to benefit, you can then work out efficient ways to get your message right in front of their noses; in places they visit, magazines/papers they read, clubs they belong to, websites they visit, meetings they attend etc.. Thus making your spend and effort on marketing much more effective.
There will also be no doubt in any prospect’s mind that your product/service is exactly what they need/are looking for.
The moral then…If you don’t know exactly who you need to sell to… find out quick – before your competitors do!