People are looking for you. They are desperately in need of the service that you offer. Your product is at the top of their shopping list. These people are your target audience. The question is, do you know how to reach them?
Consumers today are different than they were a decade ago. Thanks to the internet, today’s buyer is well-informed; they have done their research and often know exactly what product or service they are looking to purchase. So now they just need to decide from whom they want to buy. How will they find you amid your competition? And why should they choose to work with you?
Here are a few important questions to ask yourself about your current marketing tactics:
- Am I sharing my story?
Thanks to a history of deceptive advertising (e.g., “Teach your baby to read!” or “Lose 30 pounds in one week!”), people today are immediately skeptical of advertising. As a result, authenticity goes a long way with your prospective buyers. Marketing today is less about selling what you do/produce; rather, it is about sharing the story of why you are in the line of business that you are in—being your authentic self with your prospective customers. A talented writer can help you tell that story to your prospects through your website and marketing materials.
- Am I marketing to my prospects on their terms?
With technology like DVRs, caller ID, and anti-spam software, it is easier than ever to avoid unwanted marketing messages. As a result, you must reach prospects by providing them with valuable content that is of interest to them. To attain that trusted adviser status, consider shifting your tactics from pushing product to providing valuable information that your prospects are already looking for online. Share your expertise, and show them how you can provide a solution for their issue or need.
- Is my website keyword-optimized?
Again, your prospects are doing their research; they are looking online for information about solutions to their issue or need, be it a product or a service. Your website should be artfully-optimized using the keywords that people would be using to search for your product or service. Effective SEO (search engine optimization) tactics can help your website show up higher in the results of your prospects’ web searches.
If you can answer “yes” to each of these questions, good work!…you are on your way to attracting your target audience to your business! If you answered “no” to one or more of the above, you should consider reaching out to a marketing expert who can help you figure out the best ways to reach your audience. If you think you don’t want to spend money on marketing assistance, consider the money you are losing each day by not targeting the right prospects.
Ready to get started? Contact me, and let’s talk.
Photo credit: Anastase Maragos via Unsplash