Do you want to know the biggest mistakes local online marketers make over and over? It's not using Google Ad-Words or Facebook ads or Twitter or whatever. No. The biggest mistake local online marketers make over and over is... NOT having a clear goal!
If you don't know what your goal is, it's like driving a car down a road with no destination. Sure, you might get somewhere... but, where you end up will be sort of "somewhere." And probably not where you want to be.
Let's fix that. In this short piece, I'm going to tell you five sure-fire ways to make sure you have a clear goal when it comes to your local marketing efforts.
1. Know Your Target Demographically:
What age group? What ethnic background? What marital status? What income level? What education level? What is their buying behavior like? How much do they earn? How much do they spend? On what? What's their homeownership status? Do they have children? What are their attitudes and beliefs about money and business? What is their home and family situation like? What else? The list is endless. You need to know everything there is to know about your customers... if you really want to sell them something!
2. Know Your Target Locally:
Not only do you need to know their demographics, you also need to know where they live and shop and eat and play. Are they in a specific neighborhood? If so, identify the most heavily-traveled routes within that neighborhood. Are they in a high-income community?
If so, you'll want to pay special attention to the type of neighborhoods they live in. You may discover your potential buyers are almost all homeowners and have a very specific “neighborhood feel” about the area. In that case, you'll want to make sure your home is in a good location for potential buyers.
On the other hand, if your buyers are more likely to be lower-income renters or even absentee owners, you'll want to consider locations that offer a variety of housing options... such as older suburban homes, urban brownstones, and urban upstarts like micro-apartments.
3. Know Your Target Professionally:
What type of work do your buyers do? What business or profession do they come from? Do they have special skills or expertise? If so, what kind of jobs and businesses are they likely to recommend to their friends? What businesses do they frequent? What professional organizations do they belong to?
All of these questions can help you decide what appeals to a particular group of people. And once you know that, it's easy to craft a sales message or an ad that will be most likely to pique their interest. For example, if you are selling real estate, you might craft an appeal to doctors with this type of copy: "Doctors love to live in Park Avenue Towers."
In short, if you can figure out what your buyers are "about," the information you'll gather will give you a unique insight into their values, their dreams, their fears, their aspirations, and their deepest desires. All of which will, in turn, help you craft a sales message that is much more likely to be received as "relevant" by your prospective buyers. Here's an example of how this works.
4. Know Your Target Personally:
Who are your buyers in terms of age, sex, family status, marital status, children, and religion? How long have they been single or in a relationship? Where do they live? What are their education level, income, and spending habits like? Do they have any special needs or concerns? What ethnic groups do they belong to? What special interests or hobbies do they have? What websites do they visit? What charities or social organizations do they support? What publications do they read? What TV shows or movies do they watch? What music do they listen to?
5. Do A Little Homework:
Find out as much as you can about your target. It doesn't matter if you're going after, high-end clients or low-end customers. If you don't know enough about them, you'll be doing a lot of guessing which will slow down the buying process and lower your sales volume.
On the other hand, if you know everything there is to know about your buyer, you'll be able to anticipate his needs, wants, and desires and serve him in an authentic, non-pushy way which will make him feel appreciated and welcome and increase the chance he'll become a customer for life!
The more you know, the better you’ll be able to serve your target. This is true for any type of marketing. If you’re writing copy for a high-ticket product or service, do your research and learn as much as you can about your target.
If you’re running PPC ads, do your research and learn as much as you can about your target. If you’re selling via direct mail, do your research and learn as much as you can about your target. If you’re doing teleseminars, do your research and learn as much as you can about your target. If you’re going after highly-responsive lists, do your research and learn as much as you can about your target. If you’re going after high-ticket clients or customers, do your research and learn as much as you can about them.
Remember: You can never know too much,
Boyd Hoffmann can not and does not make any guarantees about your ability to get results or earn any money with our ideas, information, tools, or strategies.
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