Target marketing is not easy. To be successful, your clients and prospects need to feel a strong connection to your message and your brand. They need to feel like that message was meant for them. To achieve this level of engagement takes more than just a generic message in a monthly e-mail newsletter.
If this reality does not intimidate you, fantastic! Here are a few tips for getting started:
- You don’t need to target market your entire business. Start with the clients who drive the majority of your revenue. Make them feel special—because they are.
- Divide those clients into three to five different categories. Group clients by age, interests, left brain or right brain thinkers, those with large networks or those with small networks, and those that are great referral sources. Whatever these categories are, they need to make sense for you and your business.
- Don’t decide on strategies for each category right away. Start with a group that has a simple common factor, such as age. Think about your clients and the decisions they face. When developing your message, also consider the best method to deliver your communication.
Consider this: your message doesn’t always have to be about business. It could be a simple thank you or a hello, just to check in. This personal approach will immediately differentiate you from the competition.
Lastly, your target marketing is not a short-term project. Your first message needs to be followed by a second, and then a third. Your time and dedication will pay off in engagement and customer loyalty.