Does Your Marketing Strategy Begin in the Right Place?

17 Dec

shoppingIt never ceases to amaze me how many business owners spend all kinds of time and other resources creating and implementing a marketing strategy that begins at step two. They either ignore the important first step altogether, or pay so little attention to it that it contributes little or nothing of value to the final plan.

What I’m talking about here is developing a profile of your ideal customer. A good definition for the term “ideal customer” is; someone who is most likely to buy from you.

Many business owners don’t understand this essential first step in creating an overall marketing strategy. The reason it’s so important is; by having a handle on what your ideal customer looks like, you’ll be in a better position to determine which marketing techniques are likely to be effective and which are not.

For example, if you were a heating and air conditioning contractor, you would probably be wasting valuable marketing resources if you sent marketing materials to residents of an apartment complex. The apartment owner or manager would typically make decisions on such services, not the residents themselves.

Having a profile of your ideal customer and carefully considering that information when creating a marketing strategy is important regardless of what business you’re in.

So, how do you go about developing a profile of your ideal customer? By asking and answering several questions. For example:

  • Is your ideal customer male or female?
  • What age range do they fall into?
  • What is their education level?
  • Are they married, divorced, widowed, or single?
  • What is their income range?
  • What do they enjoy doing in their spare time?
  • What challenges do they typically face?
  • What are their dreams and goals?
  • Do they spend time on the internet? If so, where and for how long?
  • Do they engage in social media? If so, which platforms?
  • What types of businesses already market to them?
  • How do those businesses market to them?

Having answers to these, and other questions, will put you in a place to make educated decisions on which marketing tools and techniques will be most effective in your market.

Of course, identifying your ideal customer doesn’t preclude you from doing business with those who don’t fit your profile. You just won’t be focusing your marketing efforts on them.

If you’d like help creating a marketing strategy for your business, contact us online or call 702-738-1197.

 

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