Have You Missed This Essential Step in Marketing Your Business?

When I sit with an organization or individual to plan their social media strategy, one of the questions I ask is “who are you trying to reach?”  This is a critical question, because the answer will shape all the marketing efforts that organization undertakes.  However, far too often, the first answer I get is something along the lines of “everyone with a pulse.”

And while we certainly want to keep the doors of our business wide open, and avoid pre-judging anyone, that’s different from MARKETING.  Marketing requires us to craft messaging that will appeal to a specific group of people. I often say that the way you market skin care to a 20-something is VERY different from the way you market skin-care to a 60-something. Why? Their needs and concerns are different.  And your messaging has to meet them at the point of need.

So as you plan your marketing messaging in social media, ask yourself these questions:

  1. Who does my product (or opportunity, depending on your goals for marketing) MOST appeal to?
  2. What age range will be the most profitable for me to focus on with my marketing messages? (Depending on your product line, you may be more interested in focusing on a group with more disposable income.)
  3. What are the major problems or needs of this group that I can meet with my product or opportunity? (For example, concerns about wrinkles, a healthy retirement, ability to stay home with the kids, etc.)
  4. What kind of information is my target group interested in, related to my product or opportunity? (For example, are they interested in articles about decorating, skin care, healthy living, working at home with kids, etc.?)
  5. What do I want to tell this group about what I have to offer? (Boil it down to one sentence that sets you apart from the competition.)

Once you’ve taken the time to do this, you’ll have a much better idea of the type of people you want to find online.  Then you can figure out where they hang out online, and you can start conversations with the right people.

The thing about social media is that you can pretty much reach anyone.  Wouldn’t you like to streamline your efforts, so the time you put in brings the most results? Make sure you talk to the people who are BEST suited to bring results for your business.

Now of course, you won’t immediately launch into your sales pitch first.  Relationships matter.  But build relationships with the right people, by taking some time to figure out who those people are.  It will bring you the best results for your business.

Your thoughts?  Would love to read them in the comments?

5 Responses to Have You Missed This Essential Step in Marketing Your Business?
  1. joanne wilhelm
    December 3, 2010 | 10:36 am

    When we remember that our job it to meet peoples needs in in the world of sales and recruiting, our job is much easier. So for those 50 somethings who tell me I dont cook anymore . . . for example . . . I ask about thier kids and their cooking needs , and what their favorite charity is. Find out a customers need and help find solutions. Its what we do!

  2. Anne Schabert
    December 2, 2010 | 10:52 am

    Jennifer, this is so right on! For years now I have been told to tell everyone I meet about the company and products I represent. “Don’t pre-judge!” While we never know what a person may want or need, I have come to believe that we MUST do exactly what you are speaking of in this article. If you don’t know where you are going it’s hard to get there! I also want you to know that this article has come as a part of answered prayer. I am in the process right now of exploring my niche, as God would have it. Thank you so much for sharing your insights! LOL

    • Jennifer Fong
      December 2, 2010 | 11:01 am

      Thanks so much for commenting Anne. So glad the article was helpful to you.

      You know, it’s not to say that we shouldn’t offer to everyone we meet. But when it comes to crafting marketing messages, we need to be sure our message resonates with the people we’re trying to reach. That’s the point I’m making here.

      • John A Adkins
        December 3, 2010 | 8:07 am

        Great Article Jennifer! Finding a ‘niche’ (like Anne) is a great way to either start, or re-energize a business (like me). Focused marketing is the way to accomplish that.

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