“If you build it, they will come.”
Lots of businesses start out this way, from a great idea that is well thought through, developed, and even produced. And while these ideas might be great, a lot of them fail. Why?
Because often times, it becomes so much about the idea, product, or service, that the audience it caters to gets taken for granted. After all, they will come because it’s an amazing idea right?
The simple answer is, they won’t come if they don’t know about it and if they don’t see how it can benefit them. So, getting your business in front of your target audience with the right message is an essential part of the process… one that requires just as much strategy and finesse as developing your initial big idea.
Whether you are just getting started or have lots of years under your belt, here are 4, quick steps to follow as you consider building a better marketing plan that caters to your target audience:
- Accept that your target audience is not “everybody”. At the end of the day, everybody is not subscribing to your idea. Sure, any adult could utilize your services, but who makes the purchase decisions and who do you see come through your door most often? What is the most common age group that you do business with? Often times, when we look close, we see patterns. Those patterns are not a coincidence, those patterns identify your target audience!
- Focus your marketing efforts on your target audience first. Regardless of whether everybody could theoretically use your services, being able to identify who actually uses them can be very beneficial and save your money. It can help you direct your marketing efforts to reach that specific audience. It also prevents you from over paying to reach “everybody” when you really don’t have to.
- Really get to know your audience. Once you have your target audience identified, and you have marketing channels that can reach them specifically, you’ll want to craft a message that resonates and inspires engagement. This part just requires listening. What’s important to them? What questions do you get asked most often? If they have done business with your competitors, what were the things they were most pleased with and what were the things that were deal breakers?
- Deliver messaging that resonates. This is perhaps the most vital step of your marketing plan. You know your audience and you’ve listened to what’s important to them, now it’s time to let them know that you get it and you are the solution to their needs. If you are only talking about the things you want them to know about your big idea, you are missing the boat. Make it about them!
So many of these things seem like common sense, but they get lost in the shuffle and they require your time and consideration. That said, I would like to rephrase the first sentence of this blog to read: If you build it, and you do a really solid job of communicating to your target audience, you will greatly improve the chances that they will come!
If you are ready to go down this path or hash things out further, we’re always here to listen and offer high-quality advice. Our own Sarah Gordee is always here if you need to bend her ear: [email protected] or 715-396-1661.