Whether you’re a startup or a well established business, there are three extremely important factors that you MUST not only be hyper aware of but revisit on a regular basis.
1. SELF AWARENESS:
Who are you, what do you do, why do you do it and, most importantly, what makes you special? What is your differentiator in your vertical? What is your unique value proposition? What is it that you do that your clients or customers really appreciate? What do you enjoy most about your work or business? How about this…what generates the most revenue for your business? And, where is your biggest margin?
These are just a sampling of some of the questions that you should be asking yourself if you haven’t already. The more you understand all of this, the better your marketing and growth strategy will be!
2. KNOW YOUR AUDIENCE:
Are you really clear on who your ideal client or customer segment is? It might be easy for some of you to hone in on one extremely specific ‘ideal client avatar’ but some of you might have multiple ‘ideal client segments’. Either way, it’s so very important that you take the time to clearly identify who they are. We sometimes peel back the layers of the onion so much so that we can literally visualize them, their habits and so on. Sometimes it’s that clear. Other times, it’s a much more general ‘bucket’ but, either way, really understanding who should be interested in your products or services is absolutely essential.
3. IDENTIFY WHERE YOUR AUDIENCE’S ATTENTION IS:
It’s not as creepy as it sounds! After you’ve taken the time to really hone in on, and become cognizant of, what makes your business special and you’ve tripled down on and found extreme clarity on who your ideal client is, it is equally important to then identify where their attention is. Humans are bombarded daily with messaging and our attention spans are shrinking at a rapid rate but the good news is there are still many ways to reach us!
Once you’ve identified who your ideal client/customer audience is, it’s time to figure out how to reach them. Email is a no brainer. We ALL receive and look at email so capturing email addresses is one of the most important things you should be doing. Is your ideal audience women aged 30-55? If so, you should have a solid social media marketing presence on Facebook (duh, pretty much every business should have an active and engaging Facebook account), and if you’re a business that can (and should) create engaging visuals then Instagram and Pinterest are other obvious places your ideal audience’s attention is. If you’re a professional services company then having a solid LinkedIn personal profile and business profile is probably a good idea.