We all want to grow our businesses, but how do you go about it? Whether targeting a specific industry, or a specific demographic, what is the best way to get noticed? Simply put: identify their PAIN points! People and businesses respond to marketing that helps them alleviate their pains. Just as you go to the doctor to heal your ailments, your marketing should seek to heal your clients’.
Step 1: Figure out your target audience. It sounds easy to do, but narrowing down your target audience is not always as simple as you think. There are many factors involved in list building, including business size, gender, education level—but what is the determining factor? Your optimal target market may very well be different than you think. What elements have you tested to determine your optimal target? Your company should target the industries and demographics that make it the most money. Once you have recognized where your bread and butter comes from, you can move onto identifying the pain points.
Step 2: Who do you go to? You’ve figured out who you want to go after. Maybe it’s business professionals between ages 25 — 50, or members of the financial industry. Now, how do you know what their pain points are? You likely have an inkling what your target market’s biggest concerns are, but to have a successful campaign, it is always wise to do a little research. Talk to clients in your target audience; Make sure you only promote what you can actually provide. What is the one thing you do better than everyone else? How does this match up with the pain points of your clients?
Ask them what they need help with the most. What are the most frustrating tasks for them within their company, or the industry in general? Sales people are another great resource for learning what concerns and excites their clients. No individual or company is perfect, so there is always room for improvement somewhere.
Step 3: How to use the new-found knowledge? Now you understand what bothers your target audience the most. You can definitely develop a marketing campaign to promote the solutions to the issue, but you have to be prepared to follow through with your solution and promises.
If you promise the fastest turnaround time in the industry, a great pain point for many industries, then your marketing campaign will bring people to your door. But if you can’t follow through, then the campaign is useless. Make sure you only promote what you can actually provide. What is the one thing you do better than everyone else? How does this match up with the pain points of your clients? Do they align?
Step 4: You know what you want to say. You have your messaging down, so what medium do you choose to convey your message? That depends on your target audience. Different target audiences will respond best to different medium types. For example, the younger generation will be much more susceptible to a text message campaign, while an older audience might feel that the text message is intrusive. If you are trying to reach a more protected audience, such as executive level types, a dimensional mailer may be the most effective way to get through the door.
Think long and hard about who your audience is, what the limitations of your specific medium are, and if there are any better choices out there. Most of the time, you will need to use multiple mediums and multiple touches to get your message across loud and clear. Just as you shouldn’t assume you know your target market without testing, you need to evaluate which marketing channels and response mechanisms will elicit the best responses from your target market.
So as you plan your next marketing campaign, keep in mind that the most effective campaigns start with a solid list in a defined target market, and a well-delivered message tailored to relieve that audience’s pain points. ALMOST as simple as saying: “Take two and call me in the morning.”