Strategic Marketing

Many businesses search for a unique marketing idea. It’s easier to come up with that unique marketing idea, the one that will have customers breaking down your door, if you know who you are marketing to.

If everyone is your customer, how are you going to market to them all when they would likely each do business with you for a different reason? Is a 6 year old, a nineteen year old or a sixty year old going to be motivated by the same message? Are they even going to understand that you are speaking to them?  If the target group doesn’t understand what the experience of doing business with you can do for them…you don’t have a business. The occasional sale, before you close up shop, will be from luck.

Marketing strategy involves a study of who is most likely to buy and why they buy.  Then squeezing that information for all it’s worth to extract where the best places to reach those people are and what they need to hear to become a customer.

Many owners identify they need business marketing help because they feel overwhelmed by all of the things they have to do. Trying to figure out what is going to motivate sales when everyone is your customer contributes to that overwhelmed feeling.

It may seem counterproductive to ignore segments of the marketplace, especially when you are first starting your business. Your chance of finding something that grabs the imagination and wallet of the consumer is much greater if you focus.

You have the choice of calling out to everyone in the crowd and hoping someone hears you over the din.  And that if they hear you, they are interested in what you have to sell. Or you can find a place outside the pack, attract a small interested group that was looking for just what you have to sell and is so glad to find you, they tell all their friends.

Find a niche and target a unique market. Listen to what that niche has to say about why they do business with you. Use what they say to create marketing messages that will attract more customers…customers just like them. Before you know it that unique marketing idea will miraculously materialize. Your customers will provide the key.