Target Market – Do I need one?

Your target customer is that person that matches these two criteria.

They are most likely to buy from you, not only once, but over and over again.

They will get the most value from what you offer. Not only from the actual product, but also from everything extra that you give your customers.

You cannot afford to target everyone with your marketing.

It will be ineffective. It will be expensive. It simply will NOT WORK!

By having a clearly defined target market, it is much easier to create effective marketing strategies that are a long term investment.

Knowing your target market will also help you to offer a higher amount of value to those customers.

You will know exactly what they want and how they want it.

Another reason why you should intimately know your target market is that it will allow you to communicate much more clearly with those customers.

Less misunderstandings, few complaints, more happy customers!!

The more you can know about your perfect customers, the more you integrate your business into that community of people, the better your business will do, and the more they will love you!

Yes, ever business needs a clearly defined Target Market.

Marketing – Doing it Right

Marketing is the lifeblood of any business.

Without Marketing – you won’t get new clients nor retain old clients.

Here is my definition of Marketing

‘Marketing is EVERYTHING related to (that affects) the sale and transfer of Your Product to Your Client‘

(read more here > http://www.zedpromarketing.com/js-ramblings/basics-of-marketing/)

So that includes any type of selling, it includes referrals, it includes word of mouth, in includes telling friends about your business.

It also includes how you interact with your clients and customers. It includes matching the products you sell to what your clients need.

It includes having the right quality of products and services at the right price.

It includes timing, and includes your location and how that can impact sales.

So where to start so you never run out of clients, keep sales high, and revenue even higher.

Here are my top 5 things you need to do:

  • Clearly determine your target market
  • Define your key marketing message
  • Choose 2-3 easy marketing strategies
  • Tie all three marketing strategies together into one holistic marketing plan
  • Implement over and over and over

Target Market – who exactly are you selling too. The more clear you can be on exactly who is your perfect customer, the better you will be able to serve that person.

Key Marketing Message – you need to tell the world, or at least your target market about your business. What is special and unique about you, your products and services, how you sell, the value you offer and how it relates to the price your customer pays.

Marketing strategies – figure out what works for you. This can be anything from newspaper ads, flyers, word of mouth, referrals, signage, events, social media, digital marketing, sales people and more…. the sky is the limit. But find something easy, effective, that you are comfortable with and that you know works. If you don’t know if it works, get someone to help you determine that.

Once you find those marketing strategies, keep doing them over and over. Keep tracking how good they do, and how you can do them better.

Tie it all together. This is about making sure that you are keeping your target market in mind, that your key message is clear and succinct, and that all the marketing strategies work to support each other.

Do it over and over and over. Too many business owners put marketing on the back burner, especially during good times. And in bad times, they often cut the marketing budget, rather than invest in it to get more clients, increase sales and revenue.

Marketing is not a one-off activity for a business – Marketing is the business!!

Is December a good time to start Marketing your Business?

Yes it’s busy!

Christmas is always a busy time of the year.

It’s getting colder.  Family start to show up. Shopping and baking and decorating.

All these things add to the long list we already have.

So, now you are thinking about adding to that list. Some type of holiday marketing strategy for your business. Everyone is spending money, so why not get your share.

Is it too late? So close to Christmas, do I have time to do any type of marketing.I believe there is always time for marketing. And if done right, what you do today, and in these days leading up to Christmas will pay off throughout next year and even further.

First, make it easy. Now is not the time to start an in depth marketing campaign.

Second, make it targeted. Choose something that will work with your highest potential prospects.

Third, make it personal. At this time of year you want to connect directly to your clients and prospects.

Finally, tie it to future marketing. What you do today and in these days before Christmas should be connected to the marketing campaigns for the new year.

So here are a few suggestions that may work for you.

Direct contact with a personal message.

This may be a little bit of work, but it can pay off huge.

There are a number of ways you can do this. You could pick up the phone, send out an email, or connect via social media. You could even do it with Christmas Cards if done early enough.

I like to keep it short and sweet. I usually draft up a template that includes a sweet product offer. Possibly something related to the holiday season.

Then for each person I send it to or talk to, I customize the message to personalize it. Add in something about them, your relationship, or some other personal item to let them know you are thinking about them exclusively.

This works best with your closest prospects.  The people you do already have a relationship with.

It’s not about huge numbers, more about making a connection, that hopefully will result in a sale.

Holiday Event

Event marketing is always a win/win.  People love coming to a good event. And it seems to always drive new sales.

My advice is to keep it fun, simple and low cost.

You can do a lunch at a local restaurant. Or an early evening event with appetizers.

Include a presentation if your product is suited for it. Or simply have some fun activity for people to do, again try to relate it to your business in some way.

Contest

Creating a unique contest always seems to drum up new business. Make it fun, again keep the costs in check, and have it tied to your business.

Contests are a great way to attract new people to your business. But they can also be used for re-connecting with old clients.

I always suggest that many smaller prizes are better than a single big prize.

The holidays can be a great time to market your business, if done correctly.  And it will keep business from slowing down over this time of year. It will also set you up for a great start for the new year.  Whatever marketing strategy you decide upon, always include ways to gather contact information and keep your CRM system up to date with the latest information on your clients.

Marketing – Who has the Time

Marketing Specialist
Marketing Guru
Marketing Expert
Business Consultant
Entrepreneur
Business owner
Sales Trainer
Marketing Professor
Digital Expert
Web Designer
VP Marketing
Marketing Idealist
Business Advisor

I’ve had many titles over the years. More experience than most. More education and training than a lot of business owners.
But yet, I still have to learn every day, and I get overwhelmed.

Just this morning I was reviewing a nice concise download called Ultimate Marketing Toolkit. As a marketing professional I thought it was a good resource.

ultimate-marketing-toolkitOne section was the Definitive Marketing Checklist which had 5 different parts. Each of those parts had from 4 to 20 points in it. That was over 50 concepts, ideas, tactics and more that a business owner should focus on……

It then went in to 25 easy low cost marketing ideas.

Do you have time for for reviewing all that?

When you are involved every day running your business, monitoring, doing the hard work each and every day.

Do you have time to go over marketing checklists and decide on which low cost marketing idea to implement.

Let alone then actually DO SOME MARKETING!!!

Take a look at the picture of various marketing textbooks.marketing-text-books

These are a some of the basic marketing textbooks I used when I was teaching marketing at college. There each are a few hundred pages in each of theories and ideas.

And none of these books will tell you which strategy to use for your business, or how to implement that strategy.

So what do you do?

Would you not like to have Marketing with Ease…….

Let’s take the stress away.

Allow me to assist you with your marketing.

Worry Free, I will be there to guide you.

Print Advertising – Is It Dead?

I was in Canadian Tire yesterday, talking with a great girl who was doing product demos.

She had a great personality, really into her job.

She knew the product very well, and even helped me find what I was looking for at Canadian Tire.

I was very impressed.

As we talked more… she mentioned she had taken Advertising in school, but she stated, “Advertising is pretty much dead, no one uses newspapers anymore.”

Hmmmmm, that got me thinking….

Is print advertising dead?marketing-ads

While I don’t necessarily recommend print advertising to many of my clients, as I feel there is more economical and efficient methods for them to get their message to their target market, I do not feel that print advertising is dead yet.

Print advertising has changed a lot. Less people read the local newspapers. Digital has taken a big chunk of viewers away from print advertising.

You need to use it effectively, and have a good plan to make it work for you.

It is a slower return on your marketing investment.

I believe that if your target market is part of the demographic that continues to rely on the newspaper, then it can be a part of your marketing strategy, a very effective part.

Tammy from FearlessInk Communications states, “I think if a client is going to use their resources on print advertising it has to be very publication and stakeholder focused.  Very targeted.”

I totally agree, the right publication for your business. Your target market must be reading that publication on a continual basis.

A couple last thoughts, keep it simple, yet creative. Find a way to track your results. And keep your message very clear and to the point, have an actionable message.