Last week’s blog defined an Ideal Client and the fact that having a solid definition of who (it is always a who) is your Ideal Client helps you to focus your marketing and be more effective. Now let’s look at what happens when you market to this highly focused group.
Let’s define your target audience as HR Directors of UK companies in Information Technology.
Let’s imagine your service helps HR Directors to assess the skills and attitude of developers via an online portal. Although there are lots of developers out there, finding one with the right mix of skills is not easy. Your reason for targeting companies with HR Directors is purely size. These companies probably recruit developers regularly as they look to grow their development team or simply replace those that leave.
According to LinkedIn, there are currently 532 in the UK-based HR Directors of IT companies.
You have developed a series of key messages that talk of how you can help these HR Directors. You have a convincing set of evidence which proves you can walk the walk. Your marketing programme aims directly at these 532 (or more) HR Directors of UK-based IT companies.
Let’s now look at who else your key messages are likely to resonate with:
UK HR Directors
Depending upon just how your application is written, I am sure that every other HR Director in the country also worries about recruiting the right people with the right skills and attitude.
Maybe you’ve done some work for companies who aren’t in the IT sector and could use that evidence to talk to other HR Directors if they get in touch.
There are 4,066 HR Directors in the UK.
UK HR Managers
Companies that don’t put enough credence into the HR role may only have a HR Manager, or they may be a little smaller than your Ideal Client. They still have issues in recruiting good staff and your application may be able to help them.
There are 58,932 HR Managers in the UK
So far we haven’t even left the UK and the marketing programme you develop to focus on just 532 people may resonate with a further 63,000 people.
Your outbound marketing will be aimed specifically at your core audience, but the supporting content marketing and inbound activity is highly likely to generate 78 enquiries from within this audience of 63,000.
Would you turn them away?