For any business to succeed in this complex economy, you must ask yourself some questions. The answers may open your eyes as to who your customer really is AND it may require an adjustment to your marketing strategy. Take a minute and think on this:
What sets YOU apart from your competitor?
Define and market the specialties that set you apart from your competitor. Don’t waste time and money trying to appeal to everyone. The customer wants to hear specifics. A marketing approach is more effective if you position and promote a specialty that YOU provide in an area that is not being fully served by their competition.
Who is YOUR “target” customer?
Identify the qualifying characteristics that define your “target” customer profile. Determine which qualifying characteristics should be used to create the profile of your “ideal” customer – one that has a real need or desire for your products or services. Here are some key qualifiers that are often used:
- Income level
- Occupation or industry
- Marital status
- Family status
- Geographic location
- Special interests
Is your message reaching the “target” customer?
Be specific in your marketing strategy and message to your “target” customer. Once you have created a clearly defined ideal customer profile, you must BE SPECIFIC and focus on that customer in your marketing strategy. The tendency of most business owners is to market their services to a broad audience. The challenge with this approach is, unless you have unlimited marketing resources, it is much wiser and cost effective to focus only on those who really need and will buy what you are offering. Not only is this more powerful, but will also increase your return on investment.
In conclusion, this logical approach to promoting what you do best and targeting your “ideal” customer will increase your chances for success over the long term!