Every week we meet with business owners from all types of industries. Our first question during what we call the “C.N.A.” (Client Needs Analysis) is, “Who do you want in your business?” This seems to stump business owners and the usual answer is “Someone with money”. OK, Captain Obvious, that is ideal, but in order to get the right potential customers, you must first have an ideal customer. We often ask our clients to describe their ideal customer. Please paint us your mental picture of who you are trying to reach. This is when the client has that “A-ha” moment. This is when things start to pivot in the right direction.
Social media and smart phones have absolutely changed the game in the realm of marketing and advertising. Look at the person next to you the next time you’re at a traffic light. What are they doing? They’re likely oblivious to the world around them as they scroll through social media posts. Have you noticed that the green light now means “honk at the person in front of you” because they’re simply not paying attention? They’re looking at their phone!
Social media marketing isn’t new, but the way we use it has evolved. It’s not just a “thing” it’s a worldwide past time. Reaching your potential clientele can be done with a targeted message through social media platforms and a mobile ready website. Not only can you reach thousands of people, but you can do it by age, geographical location and even by interest. Now we are targeting! You can now control and monitor the response you are getting. This is real data with graphs and charts that show you who you reached. You can reach your ideal customer by crafting a powerful message, targeting the ideal demo and making it uniform across all of your marketing platforms.
All of your marketing efforts should be unison across all of the ways you reach your potential customers. Like a choir singing a beautiful song about your business.
MAKE SURE YOUR MARKETING EFFORTS ARE “WELL PLAYED”:
We, at Sugarfree Media Group, refer to anything that is not a comprehensive targeted marketing approach, as “Spray and Pray”. For example, an Uzi is a compact machine gun and it is often considered an inaccurate where the shooter is spraying bullets and hoping to hit the intended target. That may work in a close range gun fight, but that’s not a solid approach to marketing the business you’ve worked hard to build. Putting your marketing dollars into a campaign where you’re not targeting anyone specifically and just hoping you reach a pool of potential clients is simply antiquated and nearly ignorant. Your ROI is severely hindered in a Spray and Pray campaign. Even inexpensive Spray and Pray campaigns can add up and depending on the marketing modality you are using with these types of campaigns, it can have an adverse effect on your brand. Inexpensive mass marketing campaigns are often carried out in the cheesiest of ways, which reflects poorly on your business and brand.
It may be time to rethink your approach to marketing. In short, every dollar you invest into your business through marketing needs to have a specific goal. Spending money without a goal or target – is just a bad investment. Doing the same thing over and over again and expecting a different result is insanity. Adjust, adapt and overcome you marketing objectives to reflect the ever changing world we live in.
Avoid “Spray & Pray” marketing by asking yourself these questions:
Sugarfree Media Group has a plethora of marketing nerds. We can help you with social media campaigns, website development, marketing, and advertising and just about anything else you may need in the digital era. We’re happy to help, we’ve helped hundreds of businesses just like yours – it’s why we put on our tube socks every morning.