THE RIGHT AUDIENCE & THE RIGHT MESSAGE
Getting new business is still the biggest challenge for small business owners.
The two major factors that stop you from overcoming that challenge are:
- Reaching the right audience.
- Sending the right message to that audience.
Time is a precious commodity and every moment that is spent in front of the wrong audience is a moment lost, as is delivering the wrong message to the right audience.
There are two types of marketing that a small business owner has to consider.
- What I call generic “brand awareness”. This is not a targeted message, instead it’s one that puts your brand in front of the general public. I consider this a low budget item and any funds spent on this type of marketing should be kept to a minimum. As an example, my car license plate is “BIZQUACK”. This was a $25 investment which may not get me a lot of business but will help get my name out. An inexpensive magnetic sign attached to your car door is another example.
- Please review the Get Seen & Get Heard module in your education session for more information on this subject.
- The second type is “targeted marketing,” and it will only work if you have clearly identified your target market. The key is to be specific. For example, if you sell insurance you can’t say everybody is my target market. You have to be specific as to what type of insurance you want to specialize in. Other factors may include age and income.
- All products and services can be targeted to a narrow group which will allow you to focus on their needs.
Once your specific target is identified ask yourself, “Where are they hiding?” Make a list of where your prospects live, work, their typical likes and dislikes, etc. With this information you then can design the most effective marketing campaign to reach them.
The right message is the benefits that your product or service provides. Unless you know the pains of your target market, it makes it difficult to deliver the right content.
Above all, remember that reaching a prospect is not a “one touch” effort. I am upping my number of recommended “touches” to 8 as a minimum before you should start expecting results. All your marketing efforts, regardless of the medium should be used to gain trust.
“Relationships are built on trust and trust drives revenue.” BizQuack
Tips & Advice by Nick Petra – CFP, Mentor, and founder of BizQuack and Strategic Duck
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