Updated: Nov 18, 2020
Once you have defined your target market you need to plan out some topics for content that will be relevant and interesting to that target market.
In reality, in order to connect with those people you need to be talking about something that is interesting to them.
Remember our definition?
"Marketing is profitably using the results of studying short term and long term needs of those who can pay for a one-time, or in most cases, a steady flow of service or product placement. " Wikipedia.
Right now we are looking at -
using the results of studying short term and long term needs - there is not a one size fits all approach, you need to know what fits your target market, and you need to focus on their needs and wants so that you are creating content that is relevant
That is all lovely, but ....
Okay that is great, but what does it all mean.
Well firstly, you can fill out the form at the bottom of this email to get an actionable list to get your strategy going.
Secondly, I know that the above is a bit abstract but once you have answered the questions in the worksheet this will help you work through the strategy for that group that you have defined. Remember, they are not reading your content out of the goodness of their heart, you need to be sharing something that is relevant to them.
For instance, perhaps your ideal audience is Mums in your local area with school-aged children who are working, but probably only part-time. They are not in a blended family situation and they have fairly 'ordinary' assets (house, car, bank accounts, some super). Both parties really want to keep it amicable, they have a rough idea of what to do with the kids and the property but they really need to work out the details and have something in writing to avoid further arguments. Generally they come to you at the moment through word of mouth.
What are this person's short and long term goals?
Certainty - for them and their children
Affordable alternative to court
What were this person's short and long term goals six months ago?
School Mum - keeping up with all of the kids extra curriculars, school projects, play dates, school lunches, washing the uniforms etc.
Me time - needing to recharge
How did they find you?
Through a friend who previously used your service
After getting the recommendation they looked you up on Facebook and liked what they saw
So do you need to market to people before they are separated (six months ago), or do you need to market to people who are separated and actively looking now for mediation services? Well that is up to you, it is part of what you will decide as you work through your checklist. What is important is that you choose one, and then create content for that one target market so that your messaging is clear.
Your next step is that last part, the channel. Choosing a channel and focusing on doing that well. You can read more about that here.
If you want to get my worksheet that steps you through the above steps, and then helps you to come up with a strategy based upon the data that you collect then please complete your details below. My worksheet includes how to market if your clients are coming to you through Facebook, Instagram, Google, an existing email list or business referrers (so B2B). It also includes steps you through questions to help you to properly identify with specificity your target market, and then their needs and wants, and then some prompts to help you to keep your marketing on message and directed to those needs and wants.