When you’re marketing your product or service, you need to meet your target market where they’re at. You can’t just sit back and expect everyone to come to you.
This can be as direct as physically in person attending a local small business function or simply by using the social media platforms that they use. You also need to meet your target market where they’re at emotionally. Maybe your biggest struggle is getting them to understand that they actually need your product or service—that what you offer will make their lives so much easier.
If you’ve ever driven down I-65 from Chicago to Indianapolis, then you may have noticed some billboards for Fair Oaks Farms. The last time I made that trip myself, I noticed that they specifically advertise their restrooms on their billboards, and I thought to myself, “This business gets it. They’re meeting their potential customers exactly where they’re at.”
Picture this, you’ve suddenly realized that you need to answer nature’s call, but you’re stuck in a section of highway in the middle of Indiana that has very few options available. Suddenly you see a beacon of hope on multiple billboards leading the way to your desperately needed restroom. Now that you’re there, maybe you’ll just mill around a bit and see what else they’ve got to offer.
Try using this marketing strategy for yourself by understanding that sometimes, doing what it takes to get people in the door might mean highlighting a smaller offer that you have. Maybe you need to start with a quick video that explains to your target market why they need what you have. Maybe you offer up a free lead magnet that gets people hooked and wanting more of what you’ve got because they never understood before what they were even missing.
Don’t just sit around on your thumbs assuming people will come find you. You need to do the work and go to them, both physically (don’t forget that digitally counts here too!) and emotionally. Your target market doesn’t know what they don’t know, including your business if they’ve never been exposed to it before. So figure out where they are, get your name in front of their eyes, and find a way to show them that they need what you have to offer.
All the best,
Ryanne Zender
Disclaimer: While marketing is based in part on statistics and psychology, it is not an exact science. Every business and market are unique. What may work for one business, will not necessarily work for another. There are no guarantees in marketing, and this post is for informational and educational purposes only and does not replace professional advice. You can check out the full list of disclaimers and disclosures here.
