In my last post I talked about how to identify your target market. This week I’d like to talk about the five must do’s to reach your target market clients. What are the five key activities you need to have in place to get in front of the people you want to meet?
The first thing to do is to review the messages you are sending out via your marketing communication. This is not just about the content of your messages, it should also include the look and feel of your communication. If for example, you want to work with high net worth individuals, does your website, email, office address, vehicles, social media posts, quality of any collateral materials you send etc reflect the brand that would attract these clients? Do these target market clients fit with your mission, vision and the difference you want to make? Sometimes, especially when a business is new and immediate income generation is so important, a business can “chase the money”, this leads to a confused and mixed message which makes it difficult to attract your target market clients.
Next you need to identify potential referral partners who have the same target market clients as you. By building key referral relationships with the right people you can gain access to your target market much more readily.
Once you have identified your potential referral partner or partners, you will need to build a trusted relationship with them. This is done by sharing each others ideals, talking about the difference you want to make for your clients, your values, mission and vision etc. Having these deeper conversations will help you identify the best people in your network. These are the people you can spend the bulk of your time with, form strong relationships with and help each other in building your respective businesses.
Now you’ve identified your key people you will need to develop a strategy with them designed to make it easy for each other to connect with your target market clients. What messages do you both need to know and say when you have the chance to refer each other? Who are the actual target market clients you want to speak to? What is the name of the business, the person in the business you need to speak to and what difference are you going to make for them? Sharing this information will give you both clarity and make it easier for each of you to refer each other to your clients.
Finally Network effectively. Where do your target market clients network? What clubs, groups, do they belong to? These groups could be formal/informal business networking groups. Are these groups likely to be morning, afternoon, or evening? Do they meet weekly, fortnightly, monthly? This is not just about business networking, this should include social networking too. These social networks could be online as in Linkedin, Facebook for business, Twitter, Instagram etc. And it should also include sport and recreational networks such as sports clubs, charities, rotary, etc.
Hopefully as you can see just having target market clarity is not enough on its own. Creating a strategic approach to the activities you need to do to reach them is key and having an effective strategy will bring much bigger rewards.
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To your continued success