I just finished reading The Ultimate Marketing Plan by Dan Kennedy. He shares stories and examples and some good marketing information.
According to Dan, the Ultimate Marketing Sin #2 is Wasting Your Time Aiming at the Wrong Targets. I agree.
Before you think about increasing your SEO ranking and getting 1000 Facebook page Likes, understand who your message is meant to attract. I believe this is even more important for small business owners. Think about it. You only have so much time to direct to your marketing efforts. Without a clear idea of who your target is (i.e. your Ideal Client Persona), you will likely miss reaching the very prospects you want to attract with your website, blog, and social media content. Remember, you’re not selling. You’re providing a solution. And your solution is not for everyone.
Dan shares a fun story that makes this point.
If you are throwing out your message to everybody and hoping that the right people latch onto it, it’s like trying to get a message to your aunt in Pittsburgh by dropping 100,000 copies of your letter out of an airplane as you fly over Pennsylvania.
Great image, right?
Here are several strategies I use with my clients to help them target their marketing efforts.
Create an Ideal Client Persona. If you’re getting ready to market your business, this really is your first step. I’ve put together an eBook that goes into more detail but basically to create an Ideal Client Persona, you want to know information about them. Depending on your business, you’ll want to know their age, gender, income level, interests, family status, how they spend their discretionary income, personal goals, etc. Basically you want to know the information about them that will help you answer their questions and overcome their objections. Can I make a suggestion? Give your Persona a name, maybe even include a picture. It makes them very real.
Canvas your local area. I have several clients whose Ideal Client Persona includes geographic proximity. If you have a physical location and the type of business that draws locally (people either live or work near your shop), this is important. Creating an Ideal Client Persona is still important. But their location will be at the top of the list. Get creative. You know their other characteristics, so where might you find them? If your shop is near an office complex, can you offer a discount for your services to their employees?
Speaking opportunities. If you can, speaking at local, regional, or national events is a powerful way to market your business. I’ve worked with clients to understand which conferences or events their Ideal Clients are attending. Then, we work to get a speaking slot at the event. Leads from these events are excellent. Why? When you have the chance to speak about the solution you provide (in a helpful way of course), you are seen as an expert with a solution.
If you’re trying to get your marketing program up and running, sign up for my email list below. I typically send emails 1 – 2 times a month on topics like this. Or, call me. I offer a complementary 10-minute brainstorming session to learn more about your business and answer your questions. I look forward to staying in touch.
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