Sending The Right Marketing Message

Whatever your industry, one thing is certain: In order for a business to be successful, you have to communicate the right message to your target audience. Before potential customers can buy a product, use a service or hire your team, they have to know it exists and how it could benefit them.

This is where marketing comes into play. The goal of good marketing is to promote your product or service in such a way that it entices people to purchase from you. Knowing that advertising efforts are this important, how can small business owners and entrepreneurs make sure they are using the right tactics to reach their prospects?

To help answer that question, here is a look at five integral tips for solid marketing:

  1. Know your audience. You have to know your audience in order to reach them. That is why good marketing should start with thinking about the potential customer. Who is your ideal demographic? Get as specific as you can in terms of age, gender, location, income level, interests, hobbies, habits, etc. What does the model customer like and dislike? Where does he or she shop? What are key values and goals? Creating a buyer persona provides a good foundation to direct your campaign.
  2. Know your audience’s problems. Let’s face it: Everyone needs something. Your job is to find out what your target audience needs. Conduct market research and talk to existing customers about why they chose you. Do anything you can to identify the problems plaguing the people to whom you are trying to sell. Understanding your audience’s problems should point you in the right direction for marketing strategies.
  3. Offer a solution. It is tempting to boast about the benefits of your services, but the more you talk about yourself, the less that customers will care. Instead, provide an answer to a problem that your audience faces. In other words, make a message about them and what they want. When you present a cure to trouble, you tap into the existing desires of potential prospects — making for an easier sell. Determine how your product or service meets your audience’s needs and craft a message around that solution.
  4. Craft your message. Once you have the basic content, the next step is to refine that message into a captivating, concise, easy-to-remember statement. The goal here is clear communication. You want to show consumers why your service or product is the solution they need. Part of this editing process might involve focus groups; test your ad on people within your target demographic. If it lands, you have a hit! If not, go back to the drawing board.
  5. Promote your message. The final step of sending the right marketing message is perhaps the most obvious. However, once you have completed the preliminary work, only then can you share with the rest of the world. Fortunately, there are plenty of ways to promote your business: social media, LED signs, radio, TV, billboards, direct mail, email, in-person events, paid search, etc. Typically, you will use a combination of channels. Depending on your target audience and where they spend the most time, you can focus marketing efforts in the places that are most likely to reach them.

Whether you sell spa services, pet supplies, commercial cleaning or graphic design, knowing how to market is a must. It can make all the difference between success and failure. In order to put your best foot forward as a company, use the simple steps above to guide you toward a creative marketing message that effectively targets and attracts customers.

Author bio: Kacie Stoll is a project expeditor at Golden Rule Signs, an LED sign company. Her professional experiences range from marketing and public relations to sales and customer support. Stoll enjoys working with customers and vendors all over the country to execute with speed and accuracy.