We are back with “How to Create Target Audiences for Your Marketing Plan!” Last time, we discussed the importance of doing the following:
“Create specific and thorough messaging
for each of your target audiences
BEFORE marketing to them.”
Now that you have completed steps one and two from Part One, now it’s time to move into step three.
3. What do my clients want?
This next step focuses on using the people you have created in steps one and two and asking those people, “What do you need? What do you want?”
This is different than thinking about who they are and what they look like, because you are now solely focusing on them as a whole and not your company. At this point, you have to use your imagination to get the answers to these profound questions. There are definitely differences between needs and wants, but sometimes, clients confuse the difference between the two. Knowing how your client views these two desires, being needs and wants, will help you develop the perfect list of things your clients desire. So, I recommend making four lists, which are the following:
- What do my clients actually need?
- What do my clients actually want?
- What needs do my clients think are wants?
- What wants do my clients think are needs?
4. Am I good at providing clients with their hearts’ desires?
Now that you know what your clients need and want and how they view both of them, it’s time to consider which questions you feel your company can answer that they have. This is where you have to work with your team to conduct a thorough audit.
Are you particularly skilled in providing a specific product or service?
Maybe you should trim down what your company provides for people, based on the answer to that question. Maybe your company should specialize. Or, maybe the opposite is true.
Are you good at providing many different products and services, providing your clients with solutions to many of their questions?
Simply do the following to conduct this audit:
- Consider which questions you believe your company can answer.
- Thoroughly record the answer to each question.
- Determine what parts of those answers your company can provide to your clients.
- Consider if you should provide more or less goods or services to better accommodate your clients.
- Create custom messaging to address the questions your clients have in the most profit-earning and thorough manner.
For more marketing advice, come back next month! Visit me at RickHevier.com for blogs I write on management consulting.