Successful businesses need to be successful at marketing. My colleagues and I have found when working with growth SMEs the issue of marketing is a perpetual challenge. What should you do? Where do you advertise? What messages should be given out? When is the best time? What medium to use? And so on.
There is a famous quote from John Wannamaker (1838-1922) that sums the dilemma up nicely:
"Half the money I spend on advertising is wasted; the trouble is I don't know which half"
To start to tackle this conundrum the key question to ask first is: Who are you trying to engage with?
Without narrowing down (or 'segmenting' in the industry jargon) your target audience, it is very hard to market to everyone - unless you're Coca-Cola and you have $3.5bn to spend!
To help we at Know+Do have written a short THINK PAPER called Who Do You Think They Are? as a free tool to help busy owners and managers focus their marketing thinking in order to get the best results.
This short paper is free to download (no email capture links involved!) and also share with colleagues. Sharing is one of our core company values, so we offer all our papers as a free online library.
So, how do you narrow down your market audience and what ways have you found work best? Share your thoughts and questions with me @berneeclarke and lets see if we can help each other build successful makreting campaigns!