One of the most crucial elements of marketing is ensuring you are targeting the right clients. Have you been having difficulty booking the right clients? Have you found yourself sifting through dozens of leads that never respond or seem to have no idea about the services you offer? If so, you're doing it wrong but you are not alone.
Marketing is a process that sometimes has to be proven by trial and error. You have to throw things at the wall to see what sticks and is best for your business, but the downside to that is the “things” your throwing is hard earned money. Money that you could otherwise use to grow your business, invest in a new product, or even better, go on vacation with your family. So what 5 mistakes might you be making with marketing and targeting the right clients?
- You Don't Have a Plan: Your marketing deserves to have an organized, concise plan of attack. You're making a huge mistake if you don't sit down at the end of your calendar year and look at what your strategy is for the future. Part of having a marketing plan includes having goals, which leads us to our second big mistake…
- You Don't Have Clearly Defined Goals: If you don't know what goals you have for the year, then how can you effectively put together a marketing plan? Your marketing goals should identify what all your marketing should accomplish for your business, including online ads, print ads, word of mouth and social media.
- You're Choosing Channels That Don't Target Your Market: This is one of the biggest mistakes small businesses make in their marketing: they choose marketing channels that are targeting the wrong people. Take a look at who you advertise with and ask yourself, is this website or magazine targeting the people I want to attract? If the answer is no, you should re-evaluate whether marketing with that company is really to your benefit. When choosing new channels to market your business, ask them some simple questions like: who is your demographic? what is your circulation / page views?
- You're Not Consistant: For marketing to truly be effective, you need to be consistent. If blogging is one of your marketing strategies to improve SEO, then you need to blog consistently. If social media and Facebook is part of your marketing strategy, than you need to deliver content on a consistent basis– and not just any content, but content that is consistent with your brand… which leads us to our last mistake you might be making…
- You're Marketing Isn't Consistant With Your Brand: Your marketing should be unique and consistent with your brand– and your brand is more than a logo or pretty business card. The information you put out into the world as a representation of your business should be a reflection of your identity and also be appealing to the clientele you are trying to attract. If you cater to the small percentage of luxury clientele having a $100,000USD wedding or higher and your marketing doesn't speak to that demographic– you're not going to see them walking through the door. I am a huge fan of going the extra mile to ensure your marketing, across the board, is a visual ambassador to your brand.
What marketing challenges are you currently facing? Leave a message below in the comments and I will try to answer as many as I can!