You Need To Know What Your Audience Wants And Here Is How
They want to create beautiful websites, print marketing pieces, business cards and more thinking that somehow design and beautiful imagery is going to do the work. The fact is this is absolutely the wrong approach.
A great copywriter by the name of Gary Halbert, who was wildly successful at writing ads that sold millions, said that “you shouldn’t be a student of marketing so much as you should be a student of the market.” The market is your audience.
Targeting helps to simplify your message and matches that message to those that are most likely to respond to it.Marketers today think they are doing a pretty good job at targeting. But according to Forrester, however, while 66 percent of marketers feel they are doing an excellent or very good job at personalizing advertising and marketing; only 31 percent of consumers agree. Smart marketers listen to the audience. Social media can help with this as well.
By gathering as much info as you can and segmenting your buyer personas you will streamline the entire process to cut out unnecessary and wasteful efforts. It will simplify the choices you make in reaching that audience.
In today’s data-driven world, very detailed profiles can be created and targeted. The more you know about your ideal customer, the better you can deliver relevant search results and advertising.
You should be asking the following:
- Who are they? Male, female
- What is the primary age?
- What is their income level?
- Do they have disposable income?
- Are they educated and what level?
- Do they own their homes?
- Do they live in an urban, suburban or rural environment?
- How do you think they spend their day?
- What do you think they read?
- Which social networks are they on?
- Do they belong to any trade organizations?
- What do you think are some of their biggest challenges?
- What are their career goals?
- What are their fears?
- What would be their most common objections?
- How can you help solve their challenges?
- How do you think they prefer to communicate?
You can find most of this information out by:
- Conducting traditional marketing research
- Send out questionnaires and surveys – asking the right questions will get you far. You should never quit ASKING.
- Check your website and social media analytics
- Talk to your employees. Get feedback from your hygienist and assistants on what is being said by patients on treatment. Get feedback from your finance person about what people are saying about paying for dentistry and their top concerns.
- Past experiences – if you have been in business for a while, then draw upon those experiences to help you define who that perfect patient is.
These things need to be written down and compiled into a file for reference and determining how to proceed with your marketing efforts.
When you understand your market audience and you have created the buyer persona which is your perfect patient, then you will begin to understand what marketing vehicles and channels are necessary to reach that audience.
*Wasted time, effort and resources occur all because of poorly understood priorities.
If your marketing is not working, most of the time it is because your messaging is off. When your messaging is off, it will make the channels and vehicles of your marketing partially to completely ineffective.
Not understanding who your perfect patient is for each area of service you provide is liking wadding up time, effort and resources and shoving them down the barrel of a gun, firing and then hoping you hit something.
Developing an understanding of who your patients are will help you get laser targeted and focused on getting the best results … the ones that matter to you and your practice.