Your business exists to solve your clients’ problems. Being able to do that effectively and in a unique way, will guarantee growth in your business. However, when we miss the mark, we don’t see the business growth we want.
So how do you know if you’re marketing to the right people?
The Foundation of All Good Marketing is a Customer Avatar
I know… I sound like a broken record, but everything revolves around your customer avatar. A customer avatar is a description of a single person who is the ideal target for your marketing. This is your business love connection who your product or service is perfectly made for.
Even if you’ve already identified your avatar, remember that it’s a work in progress. From time to time, look at the data and update your avatar to make sure you’re still marketing to the right people in the right way.
Once you have a solid idea of who your customer is, ask yourself, “Do my service or product offerings help them to solve a specific problem?” The best products and services are those that save time, money, or work. And we as EventPreneurs do exactly that.
Customer Feedback Is Key
Another way to tell whether you’re marketing to the right people is to go out and get customer feedback. Keep the lines of communication with your audience open and interact with them wherever possible to gain an understanding of how they view your company and its services.
There are many methods for getting feedback from your customers. You can run surveys on social media, hold focus groups through webinars, interact in social media groups, and reach out to customers individually at key points in the buying cycle.
If you listen well to your audience, they’ll tell you exactly whether your products and services are a good match for them.
Tips on Targeting Your Market
You might have different offerings for different categories of audience members.
In this case, it might help to segment. You can create two or more customer
avatars and market your products accordingly. This a great option for those who
offer a mix of done for you services and done with you.
You may face issues because your avatar is too broad. Don’t be afraid to be
specific. The more you can narrow each segment down to one individual, the more
focused your marketing will be. Many fear they will lose business by being too
niche, but we see that this isn’t true time and time again.
Different Channels. You may have the right market but you’re using the wrong channels
to reach them. Find out how your audience likes to discover new products and
services and where they hang out online. Not everyone is on Facebook or Instagram,
but are they on LinkedIn? Invest in marketing in the channels your audience
follows. This could also mean offline channels.
Your business can’t be all things to all people, nor should it be. Instead, you should focus your energy on only those people who need your product or service.
Who is your target market and how do you stay in touch with them?