In this post, we’ll cover figuring out who your target market is, what you say to them and how to reach them.
The anatomy of a successful marketing campaign for any business hinges on these three items being in sync: what you are saying, who you are saying it to, and how you reach them.
If you think you already know who you’re market is, great…but you may have two or three markets. If you have no clue who your market is, complete this exercise.
Make a list of your favorite clients, past patients, friends, family and anyone that you like working with. Find common traits among these groups.
Answering these questions will give you an idea of what your target market looks like.
For example, you as a physician are my target market for this book.
A moment ago, I asked you the question “What keeps your market up at night?” Here are a few more specific example questions you could ask about your target market as a physician.
As an example, if my target market is moms between the ages of 30 and 45 with two or more children, my message might look something like this:
“Moms, boost your energy in one office visit guaranteed.”
“Moms, in just one visit you will discover how you can wake up rested and refreshed every day!”
Now if you’re a mom with back pain who has trouble sleeping at night that message is going to hit home.
Lets do another example. Let’s say your target market is 50 to 60-year-old women who is suffering from joint pain.
Your message to that market might look something like this:
“Who else wants to feel 10 years younger in just 15 minutes?”
This sounds much better than “Visit Our Offices for a Checkup”, wouldn’t you agree?
A perfectly crafted message for a perfectly chosen market will fall flat if you choose the wrong media.
The 50 to 60-year-old women in the previous example may be best reached on Facebook, but market to her using SnapChat or Twitter and your campaign will likely fail. The majority of 50 to 60 year old women are not on SnapChat or Twitter.
To find out where your market is reachable you must get into the mind of your prospect.
Here are a few example questions to ask of your chosen audience to determine effective media sources to advertise through.
Just answering these examples will give you tremendous insight into the behavior of your target market.
To recap, in this post we’ve covered defining your target market, crafting a message to that market and how best to reach them.
And, by the way, if any of this is confusing or seems too complicated, then just reach out and I’d be happy to chat with you.
To your success,
Patrick Kenney is a digital marketing expert specializing in behavioral marketing. With a background in computer science and psychology, Patrick spends his time constructing intricate marketing funnels using the latest and greatest technology and tactics. He is also an avid gear head/auto enthusiast.
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