As we all emerge from lockdown, you need to focus
If money is tight, you cannot afford to scattergun your marketing activity. If you do, it will be ineffective. Even if you have got some money spare, why waste it? To get the best return on investment from the time and money you have available, it has to be focused.
Who should you focus on?
If I were a psychologist, I’d say: who do you want to focus on? But I’m not, so I won’t. The best people to focus your marketing on are:
- People who are similar to your current clients.
- People in a similar geographic area to you
Easiest to impress
As we all emerge from lockdown and money is tight, we want to get the best we can for our money. Your target audience will be acting in a very similar way, so they will be looking for suppliers they believe can deliver on their promises. If you can show them you’ve delivered for a number of clients who are very similar to them, they will be much more inclined to believe you can do the same for them. Of course, you will need the evidence to back up your claims – more on that later.
Easiest to get to
If you are selling a service, chances are you will have to go to the prospect at some point very soon. Either as part of the sales process (maintaining social distance rules, of course) or to deliver part, or all, of the service. People who are close to you take less time and less money to get to. Far better to travel 10-20 miles than 2-300!
Of course, you can still do much of the sales process remotely. Phone, email and your preferred flavour of video conferencing will enable you to make sales, but lockdown won’t last forever (we hope), so those closest to you will be easier to account manage going forward too.
Once you start making sales, you can either add additional target audiences or increase geographical coverage, because you will have the budgets to do so.