Enticing your market. How do we do that?. Whether we’re marketing online or off, the most important thing in any marketing strategy is who we’re going after. It’s the most critical thing. Why? Because it’s who we’re going after that defines what it is that they’re interested in. It defines why they would want to buy from you.
It defines how we’re going to find them. And only once we’ve defined all of that, can we then say, well, this is the right avenue. This is the right process to reach that market. Now, one of the things I often talk to business owners and those business owners are saying, well, my target market is everybody. Or my target market is every business owner or my target market is anybody with hair?
If I’m a hairdresser, yes, that’s your target market. But the problem with doing that is how do you know who they are? How do you know where to find them? How do you know what they want? This is why most people’s marketing fails because they haven’t done the real thinking that’s required to be able to understand exactly who it is that they’re going after.
Exactly what it is that they’re trying to create. The more narrow we make that market, the more we can say, this is exactly who they are. This is exactly what they want. And this is what they’re going to buy. When you know who you’re going after you can look at where do they congregate? Where do they shop? Where do they relax?
Oftentimes I’ll have people say “But if I make it too narrow that I’m losing out of other markets”, you don’t have to have only one target market. You can have lots of target markets. Marketing is about chunking it down so that you know who you’re talking to. And what you’re saying, I’ll give you a great example of this.
My favorite example is if I’m a hairdresser, if I’m a hairdresser and I’ve just got my shingle out there going hairdresser one, your haircut, how enticing is that?. But if I say, who am I going after right now? I don’t have to limit myself to that, but I have to choose people that I’m going to market to. For example, am I going to market to men or am I going to market to women?. If I choose women, then am I going to chart market to younger women? Middle-aged women, older women?
Each of them have something different that they’re for, right?. Now I don’t have to change the fact that I cut hair. I have to change how I’m talking about it. Even as far as, are they married? are they single? do they have kids or not? All of these things are going to shift, what’s going to be important to them. And if I understand those things, then I can make my marketing more effective. If I understand those things I can start to look at. Who I’m trying to market to right now? is younger mothers?, let’s say a young, single mother. Why not? Where do young, single mothers shop? What are they interested in? What’s most important to them? that’s going to be different too.
If I’m looking at marketing to professional women. And if I can narrow that down and I can truly understand who I’m going after, what it is that they want, what they’re looking for. And only then can I make my marketing effective. And this is one of the keys to building your business and growing your business and to grow your business, you need to take it through the six steps.
It all starts with the foundation. The foundation is what provides the stability for your business. Just like if you were going to build a building, right? If you’re going to build a house, you need a foundation underneath it. If you’re going to build a skyscraper, you need an even bigger foundation underneath it.
Luckily in your business, you can start with the small foundation that you would need for a small business, and then grow a bigger foundation. As you grow your business. This is perfectly possible. And the foundation consists of four basic pillars.
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Thank you for watching. I’m Doug Barra, and I look forward to seeing you in the next video.