Archive for January, 2017

Deep Thoughts about Your Target Audience

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Scaling, leveraging, redesigning, and transforming your business model means looking at all aspects of it, even those pieces you think are sacrosanct, like your target audience.

I know you have spent vast amounts of time defining your perfect customer — and even more time building relationships with the customers you have.

So when you’re rethinking your business and getting ready to take it to a new level, one place to create instant leverage is to question your target audience and look for new possibilities.

Here are some “what if” questions to ponder, which will open your eyes to new ideas:

  • WHAT IF you could serve those people who also serve your customers? For instance, if you’re a small business consultant, what if you could serve the financial advisors, accountants, virtual assistants, website designers, and human resource companies who serve your same target audience?
  • WHAT IF you could serve a different target audience with the same assets you already have? Pretend for a moment that you didn’t want to offer your individual services anymore, but you didn’t want to throw away all that knowledge and experience either. Could you create a training program to teach people how to become what you are? Then they could serve your original target audience. Imagine you’re a team communication trainer, but you don’t want to offer your workshops to corporations anymore. Could you team other people how to either deliver your workshops, or team them how to run a team communication training company, essentially training the next generation and moving yourself into the “mastery” role.
  • WHAT IF you could narrow your target audience to one from a specific demographic? For instance, let’s say you are a graphic artist and you’ve been working with local companies to design their marketing materials. What if you focused solely on service firms, or solely on manufacturing firms? What if you focused only on businesses which make more than $1 million a year? Or focused only on women-owned businesses? Or focused solely on businesses with a strong social-responsibility stand?
  • WHAT IF you could ponder all the past customers you’ve had and choose the ones that you most enjoyed working with and/or the ones that were most profitable? What do they have in common?

You don’t have to make a major shift to a brand-new target audience (though that is one viable business reinvention strategy). You can re-define who you most enjoy working with and which clients are the most profitable — transforming your business to align more with your goals and values.

P.S. I’d love to hear your thoughts and questions…what are you thinking about your target audience these days?

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Category: Rethinking Your Business
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How to Choose the Best Marketing Techniques

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“I’m going nuts,” one of my private clients emailed me last week. She continued, “There are so many marketing techniques, how in the world do I choose the best ones for my business, without making massive mistakes?”

Putting together your marketing plan and your marketing campaigns can be a daunting task. You hear rumors that a specific marketing technique is a “must” for your type of business, yet you wonder: Will it really bring the desired results before I run out of cash and patience?

There are over dozens internet marketing techniques and another 50 or more traditional marketing techniques. How do you choose among these 100+ possible marketing techniques to find the most powerful ones for your business? Here are some things to consider.

The Purpose of Marketing

First, let’s talk about the purposes of marketing. Knowing which goal you want for your marketing will help you choose the proper technique. There are thousands of books and websites on marketing, and by distilling them down to their core essence, we discover there are four primary purposes for marketing:

  • Brand Awareness – Helping your target audience to become aware of you and want to learn more about your services and products.
  • Lead Generation – Getting your target audience to request information and/or a sales conversation with you; also, for building a pre-sales relationship.
  • Brand Consideration – Your target audience is considering buying from you or at least has included you in their short list of possibilities, along with your competitors.
  • Direct Sales – Getting your target audience to purchase directly from you.

For example, you might use search engine advertising, like Google Adwords, for lead generation purposes, but it may be a poor choice for direct sales, especially if your target audience doesn’t purchase that way.

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Category: Internet & Social Media Marketing, Marketing