One surefire way to increase the effectiveness of your digital marketing strategy is to apply market segmentation and be absolutely forensic when targeting your potential clients. Compile a very detailed profile of the ideal client for your business using all four types of market segmentation – external factors (demographics & geographic) and internal factors (psychographic and behavioral).
The key step is to identify any potential gaps in your knowledge by asking yourself the following questions:
- Do you know all the issues, problems, and challenges your prospects face?
- What do they want? What do they need?
- Do you know the main outcome your prospects want as a result of using your service?
- Have you clearly defined what benefits they want to get from using your service?
- Do you clearly understand your prospect’s main concerns? (Price, delivery, performance, reliability, service maintenance, quality, efficiency?)
- Do you know what motivates your prospective buyer?
Document your answers and you’ll have an action plan that will result in a deeper understanding of your ideal client which can feed into an improved digital marketing plan.
Inspired by my virtual mentors, Paul Gorman, Richard Branson, Jonathan Jay, Dan Kennedy, Tony Robbins, and Simon Coulson
