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Word of the Week: Crucial “...decisive or critical, especially in the success or failure of something.” For example: "It is crucial for small business owners to identify their ideal Client and get in front of them!" Ideal Clients make-up Ideal Audiences and Ideal Clients are the foundation for the success or failure of a business. Not Just any Clients….Ideal Clients. At times, you may hear the terms “Target Audience” and “Ideal Audience” blended into the same discussion. A “Target Audience” and an “Ideal Audience” are not the same. Understanding the difference will help you stay focused and retain your winning edge. Putting together an “Ideal Audience” can be challenging…Why? Because wherever there’s more than one person in the same room, listening to the same promotion, or holding a mobile device and reading the same content, there will be more than one interpretation. Never-the-less, your honest desire to listen and offer solutions will be duly noted and the outcome will be reflected in the growth of your database. Never stop being your unique self and never forget that each prospective Client is unique as well..  Even though Clients may divulge similar problems, pain or desires, they are each affected in uniquely different ways.
The challenge for you will be maintaining patience and diligence in understanding the differences and putting a marketing system into place that will work to your advantage. Within the broader spectrum, of a Targeted Audience you will find your Ideal Clients. They will be a specific type of person and the relationship you build with them will help them know they have met a match. They will hear your message. They will receive it. They will be drawn to you like butterflies are attracted to lilacs. a question I get asked a lot: Is marketing Business 2 Consumer (B2C),.the same as marketing B2B (Business 2 Business). There is a difference, but there are some similarities as well. . Even though rapid growth on the Internet is bringing about a welcome change, most small business owners are not well-equipped to market to both consumers and businesses simultaneously. Research your market, define your Ideal Client, and stick with it. When the profits start rolling in (and they will) …then you can diversify! So here we are, back at my beginning statement; "a crucial part in building a successful business is in building the right Audience." If your database is not growing with the right people, then your business is not going in the right direction. If you’d like to improve the quality and quantity of your database…Let’s Chat! Our primary goal is to help you grow your Ideal Client List. We help small business owners and burgeoning entrepreneurs clearly define the profile for their Ideal Client and convert them into paying customers.
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It's a New Year and your business may be heading in a new direction. Is there a special topic you'd like to see covered in the DonPaul Marketing Newsletter? Please make a comment below and we'll feature your question in an upcoming blog! Week 2 - Know Your Audience. Know Them Well. You need to know who your audience members are, what they like, and what problems they face. This shouldn’t be guesswork — research your audience to create a detailed target customer persona. Whenever I meet a new business owner I ask them to describe their ideal client. Whenever they start the description with “Anyone” or “Everyone” my heart sinks a little. There is no product in existence that’s suited for EVERYONE. There is no service in existence that will please ANYONE and EVERYONE. Even the very air we breathe, which is an essential element to EVERYONE, can cause problems for some.... depending on the geographical area.  Creating a clear profile description for your target audience is an important step in growing your business.
It takes time, patience and care and sometimes it takes revisiting. It’s okay to get wrapped up in your own passion and it’s natural to be driven in your desire for success, however getting your message in front of the right people is imperative. Taking the time to research and reach out is well worth the effort, and learning to let go can be a benefit as well. The right tools play an important role in developing your ideal audience. Putting a robust CRM (Customer Relationship Management) system in place can be a powerful and yet affordable asset for a small business owner. Your system can work for you 24/7 sifting and sorting, delivering and testing for the right people, and at the same time, your CRM system can politely keep informed those in the audience who may not quite fit your profile. Best of all, your system will allow you to monitor your audience, identify those who are ideal and allow those who are not to quietly slip away with no bridges burnt in the process! Whether you are just starting to build your audience or you have an established database that needs revitalization, we can show you some great steps to reach your goals. If you are uncertain of the next steps to take, let's talk. So happy to see you are still interested in Marketing Around COVID-19. Here's #8 - It's Important to Fill-in-the-blanks While we as business owners continue adjusting and pivoting through the challenges that the COVID-19 pandemic has brought into our lives, some of us have had the opportunity to meet potential new clients, which always brings anticipation and excitement. Listening to a potential business client as they share their vision with you can serve as inspiration for stoking your passion for your own business. In getting to know new clients, we provide an analysis form or a survey where we pose key questions about the business. When the client returns the form, we often have a great foundation to begin helping that business grow. Unfortunately, there are times when the analysis form is returned and vital information is missing, like:
While these may seem like routine questions, the responses do allow us to provide productive strategies, because: 1. We get: One-word answers, incomplete answers, or blank spaces 2. We get questioned: “Why do I need to provide this?” 3: We get sarcasm: “That’s what I’m hiring you to tell me!!” 4. Nothing. We never get the analysis form back…(even when we offer more time) 5. We get … you guessed it ... crickets. Precipitously, our analysis form morphs into a deal breaker, when it’s supposed to be a dealmaker! Why are there so many BLANK SPACES, why are so many of the answers filled with ambiguity? This information is essential in creating a successful marketing plan, so what stops people from getting down to the nitty-gritty? Afterall, no professional marketing agency can provide meaningful advice without having this knowledge about the business. Anyone who says they can are not being honest in today's climate.  After we conducted further research, we discovered a few reasons why people don’t fill in the blanks:
1. FEAR stops people. The effort required to make decisions and provide answers will give some people a condition called “analysis paralysis” or decision paralysis. This occurs when people are having such a tough time choosing between actions, they do nothing at all. 2. TRUTH stops people. When they attempt to take a deeper look, they may realize they have developed a product or service for their own pain-points without the doing the research to determine the true needs in the marketplace. 3. DISBELIEF stops people. They do not believe they need to answer these questions. They believe research and planning is a waste of time and money. They are not serious about creating a successful, long-lasting business. 4. LACK OF KNOWLEDGE stops people. They simply do not know the answers. But they NEED to know the answers, because it will ultimately mean the success or failure of their business. Do the research, and obtain the knowledge to move your business forward. Summary: In our work supporting small businesses, we help them get past these reasons for leaving blank spaces and we help them see a path toward realizing their goals and passions. We want you to reach and exceed your expectations. We specialize in finding the right tools to help you gain awareness, interest, conversions, and make sales for your business. Don’t let the pandemic rob you of your dreams to work your business. Together, we can outwit some of the obstacles brought about by COVID-19. Let us help you direct your business or non-profit toward growth. |
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