• Christina Mendelson

STOP wasting your marketing budget

Marketing has become so complicated that everyone thinks they know how to do it. Yes, you read that right. The inevitable "How to market" is ALL over the internet. There are so many best practices, “ how to” programs, etc that if you read one article you can feel like you are an absolute pro.

Now for the tough love, if that were true you would be a lot further along then you are. Stay with me, marketing is so complicated and yet so simple that you feel like you know exactly what strategies to implement, but do you know when to implement them and who to target them at? Marketing is the art of persuasion. The ability to guide your ideal client to make a rational decision to purchase your service or to not. However, just like selling…. marketing is an art.

Marketing is strategic, it’s personalized, and it's much more effective when you know exactly what you need to do and when. With that being said, the best thing you can do to rock your marketing plan is to put your client back into it. Your ideal client should be the only focus of your plan if your goal is to well let’s be honest, get more clients.

The social media ads, story pop ins, you tube videos, and articles mean nothing if they are not providing solutions to the needs of your clients and they will absolutely do nothing if they are in the wrong place.

Let’s say you are a life coach for women who are over 40 and recently divorced. OK, sweet now we know who you need to target in your communication.

Ask yourself these questions:

  • What do these women need to hear? Are you coaching them to heal over trauma? Are you encouraging them to level up their career? Simplify your message to sell

  • Where do they hangout? If they are over 40, there is a good chance they are still kicking it on Facebook, so why are you on Instagram? Do some market research, learn where they already are, and place yourself there.

  • What is their buying behavior? Do they purchase when they feel connected? Do they buy out of necessity? Do they purchase if they feel like they can’t live without something? Getting an idea of how your target audience likes to purchase will guide you into what actions you need to take to find them. For example, with this target market, my guess would be these potential clients buy when they know someone has had success with the product or service. Knowing that information, I would create a campaign centered around referrals.

These questions should lead you to clarity when it comes to creating marketing that matters. Not only will you learn how to put your client back into your plan, but you will learn what not to do. For most of us, marketing can become a waste of money if you are not focusing on the right things, but marketing is essential to brand awareness. Take the time to learn your client, once you know them on a personal level you can begin to provide value to their lives.

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