A lot of people ask me where I get my clients and how I manage to have my own business and still pay my bills. Since I have a special affinity for seeing other small businesses succeed, I figured I would share the love and offer up my not so secret tips on growing and maintaining a business. The goal here is to help other businesses and entrepreneurs, so if you have a topic that you would love to see covered, please feel free to leave a comment, and I will do my best to work your topic into the blog.
Today’s topic is about knowing YOUR market. And for the record, your market is not “everybody”. Neither is mine. Your marketing will be so much more effective and successful if you know exactly who you are marketing to and where those people are.
Are most of your clients families? Singles in their 30’s? Corporate businesses? Do you have more local residents, or do you deal more with people who live further away? The best way to find this out is to simply pay attention and keep a log of this information. One great way of learning about your audience are to ask them how they found you. Pay attention. Listen when people talk. Learn where your clients are coming from and what their overall demographic is and then target your marketing toward those people. For example, if you find that most of your customers are local Fredericksburg families with small children, you might advertise in Parent magazine or at the Fredericksburg Field House.
The best way to get the most bang for your buck in terms of advertising is to narrow down your audience and focus on doing business with the people who want to do businesses with you. You are offering a service or a product (hopefully in addition with amazing customer service, which we will talk about later), but you can’t serve your market if they don’t know you exist.