Marketing focus may need tightening

Marketing focus

Your marketing focus might need to be tightened, as you are trying to be all things to all people. You really must find your target market, then go one step further and break it down into market segments and tighten your marketing collateral, starting with your website and social media. Prospects want to believe that somebody can truly fill their wants and needs, but the business focus often comes down to anybody who will pay , which makes it difficult for the prospect to distinguish your business from your competitors.

Typically people pick up the phone and asks if you can do ‘x’, particularly when when we are in an economic slump. Even though you have never done it before you say they can, hence you become totally distracted from what you started out to do in the business and the rot sets in. Mind you, in tough times this may not be a bad thing if it focuses your business on more profitable pursuits. You may also need to tighten up in other areas and this should be reflected in your marketing.

 Marketing focus should build trust and loyalty 

Trust and loyalty can dwindle if you try serve too many clients. One of your biggest challenges is to overcome the lack of trust. Prospects have never heard of you, so why should they trust what you have to say? For some they think that if they’ve served somebody just like the new prospect, they are more suited to meet their wants and needs. Take time to tighten any sloppiness in you approach to focusing on all your marketing, from the website down.

The first and most important step is to establish your ideal client and the characteristics you are looking for. It may mean taking a good look at your current clients and discovering the common characteristics you like. Sometimes it may not be the clients you do the most amount of business with, but it’s great when it is. The best clients are usually those who really trust what you do, value what you do and look to your specific expertise in order to bring them the outcomes they are looking for, in fact demand.

When considering your marketing focus, you might look at such things as, location , types of businesses, sizes of businesses, number of employees, values, potential, life-time value, ability to pay and profitability. If you look for ways to tighten up your client base, ranking your clients, will more clearly put focus on your ideal clients and what you need to do with your branding, website, social media,public relations and so on.

 Tighten your marketing focus as you don’t want what you don’t want

If you can identify your ideal client your employees, public relations people and networks will recognise them when they see them. Once you describe your ideal client, you can tighten your marketing focus and go out and tell the world. You tighten up the use of your time and resources as you stop talking to and taking work from prospects who don’t fit your profile. It’s just as important to know who is a client, as who isn’t.

Using an advisor who specialises in modern marketing. Go back to the idea of valuing what you do and analyse every aspect of your marketing. You will probably find the unsuitable clients were probably the least profitable and the biggest headaches. If you tighten your marketing focus you can save yourself some headaches. You can stop wasting time and give better service to your ideal clients.