One of the most important elements for growing your business is successful and cost-effective marketing.
The first step is to identify your target market; who is your ideal customer, the demographic, where do they live, how do you engage with them and what motivates them to purchase products or services.
A big challenge is coming up with the inspiration to start off your marketing piece, so start with the question “What would a potential customer need to know before they will buy my product/service?”
It is widely recognised that ‘education-based’ marketing is the best way to position a business relative to its competition. Complete some research and identify the common problems, impacts and needs that result in a customer wanting your product or service.
Your education-based marketing materials should help customers assess their own situation and recognise they have those problems. You have then created the need for that customer to actually want to buy what you are offering. Your material must show how you meet their needs, communicate your point of difference and include a call to action.
You must be aware that most customers go through recognizable stages in any decision to purchase something, if you jump straight to the sale when a customer is still in information and research stage, they will not buy.
You should always map your marketing process to ensure the customer receives information to match their stage in the buying decision process.
The goal of any marketing effort is to increase sales by motivating potential customers, so remember this motto – ‘Education leads to motivation’.By Jason Manning