Tag Archives: advice

What is Marketing?

definitionsI often find that people are a bit nervous about marketing; what it means and whether it is relevant or even helpful to their business.  If done properly marketing will:

  • Attract the right kind of customers to your business
  • Help potential customers to understand why they should be doing business with you
  • Demonstrate the value of the product or service you are offering
  • Enable you to find out how you can improve what you do so you can increase your sales and grow your business. 

What is Strategy?

"a plan of action designed to achieve a long-term or overall aim"  Oxford Dictionaries

This means thinking before you leap. This means spending some time thinking about what you want to do, why you want to do it and the impact it will have on your time and money before you act. There isn't a right or wrong approach to it although it does help if it can be somewhere quiet with minimal distractions and without a deadline looming. Setting aside an hour or so to think about where you want your business to be, what you could improve and how you are going to achieve this will help you to make the most of your precious time, energy and money.

If you would like to find out more take a look at my Marketing Strategy – Why Bother blog post.

What would my target customers like to hear from me and how?

writeNow that you have identified your target customers, what should you say to them and through what medium, is the next question. To determine this it is best to look back at what you recorded as their problem or need you were able to solve. Are you restoring health, wealth, happiness? Think about it in terms of benefits and not in terms of physical product e.g. doing their tax returns. Next how will they know they need your advice or product, what is their trigger point? How can you use the words in your marketing material to encourage them to realise they are at the stage where they need your help?

What format is best?
Based on what you already know about them, what would they like to receive? Information that is engaging? Useful? Valuable? Highly technical or quick and easy to read? How much time do they and you have? How much are you willing to share? Who could you collaborate with or get support from to produce even better content? What is your budget and how many customers do you require? How much are you willing to spend to get them? The amount you charge for your product or service will definitely have a bearing on this.

Follow a tailored approach
OK, so finally we move onto the how. How do you communicate with them? Based on all of the information you have collected or noted down about your target customers so far; what makes the most sense? How often would they like to receive material from you? How much have you got to say? Don’t send out a daily email if you are going to run out of interesting content by the end of the first week and you don’t actually have the time to create or write the material! What channels do they like to use; social media, face to face, blog, direct mail? What formats would they like or would help to make your content even more interesting? What would most effectively explain your subject matter and what do you have the budget to create e.g. video, ebook, workshop, article or tweet?

It’s all about balance
It is extremely tempting to feel that you must use everything but even if your target customer uses everything, if you don’t have the time or can’t make the time then don’t. Instead from the vast array of appealing options pick a few that you feel comfortable trying and then do the same with formats. Put these into a plan and away you go. When will you create the content? When will you send it out? When will you spend the time measuring its impact? Through surveys, google analytics, email statistics, number of phone calls, likes, favourites and ultimately enquiries and actual customers. Adjust your efforts accordingly, if something obviously isn’t working, stop doing it. If you’re not sure and have the time to keep doing it then give it a little longer. Or stop doing it to see if this has any impact. At the end of the day, Marketing, is all about trial and error. You can try to treat it as a science but ultimately it is an art because it involves human behaviour!

Key Takeaways: 

  1. It is OK to have more than one target customer but try to keep it to a maximum of 5.
  2. Customers are your life blood so getting the right ones is essential!
  3. Your time is precious so don’t try to do it all!
  4. Remember to keep in mind how many customers you need to make your business a success.

Interested in getting some support or further advice on the identifying and communicating effectively with the customers that best suit you, just get in touch as I’d love to hear from you.

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How Can I Help Your Business?

 

  • Are you an ambitious business owner putting in really long hours? 
  • Do you find yourself performing some crazy juggling act just to stay on top everything?
  • Do you feel like you never have enough time?
  • Does it seem that no matter what you do, you feel no closer to achieving your business goals?

 

I empower ambitious business owners to structure their business so they can focus on what is necessary to achieve their business ambitions.

 

For a free initial consultation please give me a call on 07880 735613 or complete the contact form

I look forward to working with you!

 

Lovely photo taken by nikreations

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