Are you hunting for your customers with a shotgun or a sniper rifle? Is your marketing akin to lobbing, cannonballs or bullets? All the violence references aside, it’s critical that you are taking careful aim. So let’s explore why together right after this. Hi, I’m Doug Barra. And in this episode of business success, we’ll discover how refining your marketing aim will make all the difference in how effective your marketing is.

First, however, please take a moment. And like this video, I am committed to getting these messages out to as many business owners as possible, and you can help. By liking this video, you tell the “algorithm gods” that this video is relevant and important. That way it will get shown to more people. You can also help by sharing it with your friends and colleagues who will get value from it.

How you do your marketing will make a difference in whether you are investing your marketing expenses or wasting them. When I first started this business with my wife, we put a lot of money into very general types of marketing. For example, we sponsored events at the local chamber. We sponsored golf tournaments and award ceremonies that were not focused on our specific target market.

We also sponsored tables at expos and put out many branded items that we purchased to get known. Unfortunately, none of those investments ever brought in a single customer. Why? Because we were either going too broad (the shotgun), or we were trying to go all-in (the Cannonball) without having a clear understanding of who we were looking to serve. We had fallen into the “We’re For Everyone” trap.

Thank goodness we were also doing very focused marketing that did bring in customers, or we might not be here today. So this is why I am so clear that your marketing has to be very focused, or you are wasting your marketing dollars. Having your message directed at a specific audience makes the most of your marketing investment. To do this, you need to know everything you possibly can about your target.

Then you must carefully construct your message to speak to that target specifically. This way, your message is almost guaranteed to land. Now that is an intelligent business growth strategy. In today’s environment, it’s becoming more, more important to do marketing online. And modern online marketing is relationship marketing. It is a critical business growth strategy. To build a solid relationship with your target audience,

you need to understand who they are, what concerns they are facing, and how your company can address their concerns. You cannot build trust if you are throwing random marketing messages at them. Moreover, that method may drive off some people. Now, if you can send them a marketing message that specifically addresses one of their concerns, you have hit the target and started building that trust.

How do you continue building that relationship? First, you offer lots of value to that target that remains relevant to them. Then as you learn more about them, you can keep refining your message and building that trust. Now, of course, you are in the business of selling products and services. And at some point, you want to convert this lead into a client.

You do this by providing opportunities all along the way for them to become a customer. A mistake some marketers make when trying to build a relationship with their target audience is to force prospects into the sales funnel. Forcing your prospects into anything will most likely destroy trust. By allowing your prospects to choose, you add to the trust that is important in making prospects into leads and leads into customers.

So that is a crucial business growth strategy. With this information, how can you build the relationships you have with your prospects, leads, and customers today? Leave me a comment to let me know. Would you like to experience freedom in your business ownership? What if you could have your business create more wealth for you without having to devote more of your time? This is available when you build a solid foundation for your business.

I have created this resource to show you the roadmap to that kind of business success. I call it the insider’s guide to success in business, and you can download your free copy by clicking the link below this video or by visiting Remember, please like this video and subscribe to our YouTube channel and be sure to click the bell for all notifications so that you don’t miss a single episode.

Once again, I’m Doug Barra. And now it’s your turn. Click the link, download your free guide, take your business to the next level, and I’ll see you in our next video.

About the author,

With 14 years of experience in working with small and medium sized businesses to help them grow, Doug is committed to seeing business owners thrive. Business coaching is what drives Doug.

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