Trying to be everything to everyone?  How’s it working for you?  Regardless of industry… ask yourself these basic marketing 101 questions and cross check your strategy with the tips:
 
Where are your strengths?  What’s your unique selling proposition (USP) … your competitive advantage?  Differentiate yourself so you standout to your prospective clients.  Make your business and products unique in the eyes of your customers and/or prospects.
 
Study your competition.  Is there a loophole in their product or service?  Find it and fill it.  Always think from your client’s perspective.  By understanding your customer, you will be better able to serve them.  You become so essential they can’t help but do business with you, and in doing so, you generate more sales.

Not rocket science, right?  You should always be seeking to shorten your sales cycle and increase your profits. The distinction of target marketing is that it provides a focus for all of your marketing activities making your business more effective and efficient.
 
Don’t be afraid to narrow in on your target market.  It allows for a more precise and direct message about your product or service.  With established criterion on your market, you will be open to use more defined key words and punch phrases to make your services/products more desirable to your select audience.  Talk their talk.  It’s all about attracting their attention.  By knowing who your customers are and understanding their needs, you are able to create content that is relevant to them. 

Next steps?  Channel that pertinent and timely information across multiple mediums, from traditional to cutting edge.  If you are using traditional marketing mediums (i.e. direct mail, print ads, press releases, collateral, radio, etc), don’t be uncomfortable to try digital marketing mediums (i.e. search engine marketing, text/email marketing, social media networking, etc). And, vice versa, go from cutting edge back to the basics.  
 
Don’t be afraid.  Try a mix of mediums; but you have to track the results.  You always want to have a pulse on your return on investment (ROI) so you are not wasting time and money.   Don’t get complacent.  Some mediums are better suited for certain target markets which better serve their niche and demographic.  Again, always know the in’s and out’s of your audience to better serve them.  
 
Find common ground through networking.  What social and business networks might help you get to know your customer better?  Present an ongoing presence for opportunities, promotion and exposure through referrals.  Networks provide for collaborative environments to share expertise, knowledge, skills, and services.
 
Always keep an open mind and have fun transforming your plans into reality.

About Tanya Blackburn

Tanya is a marketing/public relations enthusiast and former television journalist with a nose for news and a knack for simplifying complex information into easy to understand, impactful key messages.