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image to support article: focus your marketing

Are you focusing on the right people?

By A Helping Hand, Focus, Marketing Plan

image to support article: focus your marketing

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:

  1. People who are similar to your current clients.
  2. 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.

Of course, you can always leave that boring stuff to us. Call us on 020 8634 5911 for any enquiries.

Want some help focusing your marketing?

 

Moving from Ideal Client to Target Audience

From Ideal Client to Target Audience

By A Helping Hand, Customer Understanding

Moving from Ideal Client to Target Audience

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.
LinkedInAccording 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?