Whether you are a new business entrepreneur or you are a veteran business owner, whether you understand marketing strategy intuitively or have addressed it intellectually in the past, it is important to have another deep analysis of who and what is the target market you are approaching. Every business needs to promote their business, but it is important to have the marketing strategy, down and detailed, before even considering where to advertise. Is it time to re-evaluate who your clients are, what has changed and what is the same? Has the past few Covid years changed your market and so your marketing strategy? Most importantly what is your special story that ramps up your marketing strategy?
There should be no random acts of marketing. Marketing should be strategized. ‘Strategy before Action’! Thinking before Acting. Without the analysis you are in the dark and likely spending time and money unwisely.
Consider and analyze the following thought on strategic marketing and always done best with others who know or work in your business. Thy see areas you are overlooking:
1] Who is your market and how do you address the needs, wants, and pains of your market? Profile your buyers. Your company may have more than one target market and so each must be profiled for the best approach. Where do the people live, job titles, demographic, where are the persons/companies located? Tech savvy, male, female? The more details the better. Ask how can you make their pain or problem go away?
2] What is your big story, the one that makes your business and your product remarkable? What is that stellar service or product you are offering? What is the difference in your product that makes you rise above the others? Think about this: why spend money on the same words or ideas your competitors are using? Make what you say about your business more interesting…find the edge, the niche, that makes your story special.
3] Why should your target market come to you; what is it you offer beyond your product, again, that makes you remarkable, that no one else does as well, and how do you offer it better?
4] Why should someone go to your business over a more convenient business? What would make a customer travel to see you, virtually or otherwise?
5] What is the urgency in your market coming to you? Create the story that not only makes you special but that makes it critical to your client’s needs; for right now and into the future.
Have you noticed: who, what, where why and when? The five w’s of marketing!
You have now created a picture of your choice target market and you are ready to put strategy to work. You can now connect with a strong emotional message. Where is that message best delivered: webinar, YouTube, blogs, Facebook, by invitation to a virtual meeting, or a face-to-face group or individual connection.
Schedule a review of your market on a regular basis. Include your team. You may come up with a new strategy and a new market base. Most importantly, deliver on what you promise. Your customers and clients are your best advertising platform for your product. Doreen Levitz, ASE