Why you need to be using hyper-targeted marketing right now!
Are you a small business owner?
Have you tried to use advertising for your business and been left disappointed?
Perhaps you have paid for someone to prepare some advertising for you and not even had one call?
It just seems like a waste of money, doesn't it?
How can you make the most of your marketing budget?
What should you be doing to get calls from your adverts?
You need to make sure that the message that you are putting out is 'hyper targeted' to your perfect customer.
Speak directly to them.
If you know who your perfect customer is, talk only to them.
Your message will resonate more strongly with them than a watered-down version trying to appeal to everyone.
By trying to appeal to everyone, it ends up appealing to no one!
See how I started this article.
I asked if you were a small business owner that has struggled with advertising.
I would imagine that you are a small business owner that has struggled with advertising.
If you are not, you will have stopped reading ages ago.
You likely switched off after the first sentence if you are
a) not a small business owner or
b) have awesome marketing and don't need any help.
I am not worried about those people not reading my article, because I am not talking to them.
No one who has amazing marketing needs help from a marketing expert.
No one that has a 9-5 salaried job needs to know about advertising a small business.
Yes, this will mean that the article will not have as many views as may be possible.
But it will be read by the people that matter!
Yes, this will mean that I am putting off a large number of potential leads.
But, I would rather have a small handful of really engaged people read my blog than a wide range of 'sort of' interested people that may or may not need what I do.
Americans pronounce the word 'niche' like 'rich'. I am sure that they only do this because they like to say 'The riches are in the niches', and it doesn't rhyme if you pronounce it as we do (niche like sheesh, not niche like rich).
But whether they pronounce it correctly or not, they have got the sentiment right.
By zeroing in on your perfect customer and speaking directly to them with your marketing message, they will resonate with you and are much more likely to engage or possibly even buy from you.
My very first post said, "Do you try to put marketing together and write it on your to-do list every day, then by the end of the day you have not got it done, so you write it on tomorrow's to-do list. But that day gets away from you too, and before you know it, you have written the same thing every day for 2 weeks and NEVER found the time to do it."
Within 10 minutes of posting that article, I had my first client - she had been doing precisely that for months.
It resonated with her.
She understood exactly what I was saying.
She got me!
And my post showed her that I got her too!
And now I put together her marketing every month, so she doesn't need to write it on her to-do list anymore - she has outsourced that task, and now it gets done!
She did this because she KNEW that I understood what she was trying to achieve. After all, I had told her in my article!
I did not attract anyone looking for a website to be written or subscription blog content. But that is fine because that was not the customer that I was talking to in that post.
I talked directly to a busy business owner with not enough time to do what she knew she needed to do. And I offered her a solution!
The critical thing to think about when putting some marketing together is MARKET. MESSAGE. MEDIUM
WHO are you talking to - your market.
WHAT are you saying - what is your message to them.
And HOW are you telling them - in what medium will they see your message?
Figuring out who your perfect customer is will be the first task.
Then you need to know what you can do to help them and make that your message.
Next, find out where they are. Are they newspaper readers? Are they on Facebook? Or if you sell business to business, perhaps Linked In is more appropriate?
There is no point paying for a newspaper advert if your perfect customer doesn't read the paper.
Crafting the message is important, but it needs to be shown to the audience where they will actually SEE it.
If you have been trying to put together a marketing plan for your business and you can't seem to make anything WORK, get in touch.
We can have a quick chat about your market, message, and medium, and I can point you in the right direction.
There are no strings attached, but if you would like to work together after the call, that would be great.
If not, no hard feelings at all - I am here to help!
