marketing tips for today's small business and non-profit
I just returned from a rather lengthy and interesting conversation with a very close friend of mine. He and I get together once every month or so to catch up and share news. I know, in today’s world of twitter, facebook and social networking, it’s sometimes hard to believe that people still schedule time to share news with each other. Call me old fashioned, but I find a distinct value in face to face time.
After some general updates and discussion of the upcoming holidays, the conversation turned to my launching of Graysen Brown. After explaining to my friend what I find so interesting about the field of marketing, he asked me, “What aspect of marketing separates successful campaigns from the rest?” Admittedly, I had to chuckle a little. You see, in my opinion, there isn’t one aspect of marketing that is any more important than the others, especially in today’s interconnected world. However, I came up with a list of what I believe to be the trifecta of successful marketing. Over the next three blogs, I will be discussing these three components and providing you some useful tips to create a successful marketing campaign.
Aspect # 1: Identifying your target customer(s).
Just like any hunter, you have to know what your hunting. I know, you must say, “I’m hunting money.” But that’s not enough. Truly, your hunting people. Specifically the people who have the money to buy your product, service or support your cause. I know it must seem like a rather simple concept, yet few companies spend the time, energy and resources necessary to clearly define to whom they ought to market. Call me strange or call it my educational background, but this is the aspect of marketing that sparks my curiosity the most.
To define your target audience best, you need to get into their psychology and behavior. In many ways, you have to become a behavioral analyst. Now, I know, most of you out there haven’t the time, so I thought I would give you a few hints. Here are ten questions every business should ask about its potential customer:
I urge you to answer each of these questions for yourself. Then, take a look at the products and services you buy and how you came to buy them. I think you will find that parallels between your purchasing decisions, and the answers to these questions will amaze you.
In my next blog, I will show you how to use the answers to the questions to create the second component of a successful marketing campaign. In the meantime, if you’ve found this article interesting or useful, please consider sharing it with your friends. To ensure you receive the next installment, be sure to subscribe to this blog, join my mailing list, friend me on facebook or follow me on twitter.
Until next time, I wish you a happy and healthy Thanksgiving!