Who does your Marketing Attract?

When it comes to marketing there are many ways to attract potential customers but the key to marketing is attracting the right customer fit for your business.

Marketing to people who shop at a dollar store when you are attempting to sell high end merchandise will not increase your sales. It may increase your traffic but it will do nothing to add value to your bottom line! Some important things to know about attracting the right customers for your business are:

• Targeted marketing: Targeted marketing is ensuring you know who your customer is and what he wants. As a business owner you must know your marketing area, who your competition is, and what you can do to position yourself in the marketplace. You must understand your strengths and weaknesses and know how to play on your strengths and over come your weaknesses.
• Your market niche: What is your market niche? What do you have that no one else has? Or is what you have the same as what everyone else has and if so how can you attract the right customers so you can corner your share of the market?
• Quality not quantity: Attracting the right customers is about quality, not quantity. If you are spending valuable time attempting to attract customers that cannot afford nor have little use for what you are selling you are losing money. Time is money! And when you are wasting time on the wrong customers you might be letting the right customers slip through the cracks.
• Precise marketing collateral: Marketing collateral is all the little extras you use to attract customers. Brochures, flyers, and business cards as well as media ads are all forms of marketing collateral. Marketing collateral costs money to produce and if it is not produced with the right customer for your business it simply will not produce the desired results. Marketing collateral is not a “one size fits all” proposition and should not be attempted in that manner because if it is not targeted to the right customer for your business then you are wasting money. Knowing who you need to attract as customers is the first step in producing marketing collateral.

When you look at your bottom line you might want to ask yourself who your marketing effort is attracting. Most business owners are not marketing professionals and simply do not have the time or wherewithal for marketing when they are introducing a new business or attempting to resurrect an older business in the marketplace. Attracting the right customer begins with a marketing strategy that evolves into a marketing plan. Consider working with a marketing expert trained to increase your bottom line and add value to your business by using their expertise in attracting the right customers.