Creating a successful marketing campaign is easier than you think.
The problem is most business owners get caught up in how or where they will advertise – the strategies and the tactics.
And while these are an important part of a marketing campaign, you’ll generate much greater returns when you focus on the customer you are trying to reach before you work out how you will reach them.
In fact, by asking yourself a few fundamental questions about your target customer, it can make all the difference in building an effective marketing campaign.
The following five questions will guide you towards marketing success, helping you craft a marketing campaign that captures the attention of your target audience and delivers exceptional results.
So, let’s jump right in…
1. Who is your target market?
Now, here’s the thing: if your marketing is trying to target everyone it will end up targeting no-one. Therefore, it is essential to break down your market and focus on specific segments or niches.
For example, a shoe store we worked with initially broke down their market into men versus women. From there they broke it down further into sport shoes, formal wear, business shoes etc.
By doing this and understanding the demographics, preferences, and needs of each target audience, you can tailor your marketing campaigns to speak directly to them.
Once you have broken your audiences down, target one market at a time starting with ‘Who is the most cashed up, profitable, ready to buy market right now’.
Narrowing your focus down to a single market, will not only attract the right customers but also make your marketing efforts more impactful.
2. Where can you find them in high concentrations?
Once you are clear on your target market, your next job is to find where they hang out. This is where you’ll need to do some detective work and find out the places they frequent, both online and offline. Are they active on certain social media platforms? Do they attend specific events or visit particular communities? Are they reading certain magazines or newspapers? What other businesses are they already dealing with?
For example, a hairdresser might work out that all their clients go to the local beautician, gym or coffee shop. By identifying these hotspots, you can strategically direct your marketing efforts and ensure your message reaches them loud and clear. Read on to learn an example of this in action.
3. What is important to your target market?
Understanding what matters most to your target market is the key to unlocking their hearts and minds. What are the problems they’re facing? What are their aspirations and desires? Craft your marketing campaign around addressing these needs and desires. Focus on the benefits and value your product or service brings to their lives. Remember, it’s not about you; it’s about what’s in it for them.
4. Why are you different from your competitors?
In a sea of competition, you need to stand out like a shining star. Take a good look at your business and identify what makes you unique. Is it your exceptional customer service, innovative approach, or something else entirely? Pinpoint your unique selling proposition (USP) and make it the centrepiece of your marketing campaign.
For example, a cushion factory we worked with identified that their turnaround time was the key advantage they offered over their competition. So, they put this front and centre in their marketing. Identify this before you do any marketing so you can let your audience know why they should choose you over the others. Emphasize your strengths and show them the value you bring to the table.
5. How can you reach your target market?
Once you’ve answered the previous questions, it’s time to determine the most effective ways to reach your target market. Usually there will be some obvious ones that stand out (especially from the where question). Tailor your marketing strategies and choose the best channels that align with your target audience’s preferences. It could be social media advertising, content marketing, email campaigns, or even collaborations with complementary businesses.
Back to our hairdresser example earlier. There’s a great strategy called a ‘host beneficiary’. Here is how it works… the hairdresser goes to the local beautician to do a promotion through them. They just need to come up a great offer (eg $30 towards a haircut) and this can be given as a thank you gift from the beautician to their customers. It’s win:win. The beautician gets to give a free gift to their customers and the hairdresser gets to introduce themselves to their ideal target customer. And best of all they only pay for their marketing if someone uses their voucher. This is the power of working through these questions!
So, remember to craft your message and deliver it through the channels where your audience is most likely to engage with it.
By following these five essential questions, you will transform your next marketing campaign into a resounding success.
Start by understanding your target market. Iidentify where you can find them. Focus on what is important to them by addressing their needs. Highlight your uniqueness and choose the best channels. That way you are setting yourself up your marketing for victory.
Happy marketing and may your next marketing campaign be outstanding in every way!