Find your ideal clients.
To a tech-based company aimed at people in their teens and 20s, newspaper marketing is a waste of money. Younger demographics tend to get their news online now. On the other hand, a company that sells walkers to retired people, DOES want to market in newspapers since that demographic still reads them!
Building a marketing plan isn’t as simple as buying ad space everywhere and hoping people notice. You have to spend some time developing a plan, determining who your target market is, and how you are most likely to reach them.
Determine Who You Are
Before you start looking to the future, you need a clear understanding of where you are. Do you have a Mission Statement and Vision Statement that identify what your company is about, who you are, how you do business, and why?
Do you know what your Unique Selling Proposition (USP) is, that sets you apart from your competition? This is really important and SO EASY to get wrong. If you can find a TRULY UNIQUE differentiator, you will have an easier time taking market share from your competitors. If you cannot, you will likely be seen as somewhat of a commodity. What is your Brand? What do last year’s numbers look like? (Return On Investment, Cost Per Click, Cost Per Lead, Conversion Rate)
Determine What You Want
Once you’ve determined who you are as a company and you have an understanding of your history, figure out your Strategic Objectives. If you know where you are and where you want to be, you can more easily create your roadmap. These strategic objectives should be achieved, at least in part, by your awesome marketing plan!
Interview Your Current Customers (or prospective customers, if you have none)
If you really understand who your best customers are and why they chose your business, you can tailor your marketing strategy to find more customers like them! Talk to your top 10 percent of customers and ask them:
- Habits and interests
- What do they like about you?
- How often do they buy?
- What do they buy?
- Where do they live?
- Why do they buy from you?
- What would have them stay loyal to our business?
- What media types do they consume (social media, billboards, etc)?
Once you’re armed with this information, you’ll have a better picture of who your ideal clients are and how to find them. From here, your marketing plan can really start to take shape. Our current or prospective ideal clients will tell us exactly why they buy from us, and which types of media they consume. Go there and say those things to find more people just like them!
This is only the start of a powerful marketing plan, but it’s a solid start! Don’t go to the next steps until you’ve got this part right!
If you feel you’re ready to make the changes to your business that will make it more successful and more enjoyable, contact TMH Business Coaching today for a confidential, free, no-obligation consultation to propel you forward. Also, please feel free to add yourself to our weekly coaching tips email!