KNOW YOUR AUDIENCE! Recently I was on a webinar that reminded me of how important it is to know my audience and provide them the information they need and are looking for, not what I want them to have. It is important that this information is easy for them to find so it’s best to provide it in the ways that are easiest for them to access. Here is a sampling of just a few of the questions you should know the answers to:
- How do my customers and prospects (target market) look for information on a particular business? For example, if you are dealing with a “senior” audience, are they more likely to pick up the phone and call a toll free number for information or go to a website?
- Is my target market affected by seasonality? So for example, landscapers would have their busiest months in Spring, Summer and Fall.
- Is my target market local? For example if your business is a hair salon, your target market is most likely to be very local, people that live in the same or neighboring town.
- Does my target market spend most of the time in an office or in a store, or are they on the road most of the time? For example a real estate agent would spend more time out of the office and is more likely to be using a mobile device for regular communication.
Although it is good to deploy multiple marketing methods and advise of the access and contact options, be sure to reach out to your target market primarily in a way that you know they will access. If you are looking for resources and tools to connect with your audience, check out our products page.