In my world of YouTube Ads, too often, I’m viewed as the savior of the business descending from upon high.
Fact is, a great ad isn’t going to save your business if your overall marketing campaign sucks.
Let’s fix the overall campaign by figuring out who your target market is, what you should say to them and how best to reach them.
Every marketing campaign’s success hinges on these three items being in sync.
Who is Your Target Market?
If you think you already know who you’re market is, great…but you may have two or three markets. If you have no clue who your market is, complete this exercise.
Make a list of your favorite clients, past patients, friends, family and anyone that you like working with. Find common traits among these groups.
- What commonalities do you notice about these people?
- What are the age ranges?
- Are they male or female?
- What do they like to do on their free time? Where do they vacation?
- What kind of car do they drive?
- What is their ethnicity?
- How much money do they make?
- What do they fear?
- What do they hate?
- What keeps them up at night?
Answering these questions will give you an idea of what your target market looks like.
For example, you as a physician are my target market for this book.
What Do You Say?
A moment ago, I asked you the question “What keeps your market up at night?” Here are a few more specific example questions you could ask about your target market as a physician.
- Are they self-conscious?
- Are they in physical pain?
- Or emotional pain?
- Are they smokers?
- Do they suffer from a chronic disease?
- Do they believe any myths being told about physicians?
- Do they have low energy?
- Or joint pain?
- All of this plays into what you say to your market.
As an example, if my target market is moms between the ages of 30 and 45 with two or more children, my message might look something like this:
“Moms, boost your energy in one office visit guaranteed.”
“Moms, in just one visit you will discover how you can wake up rested and refreshed every day!”
Now if you’re a mom with back pain who has trouble sleeping at night that message is going to hit home.
Lets do another example. Let’s say your target market is 50 to 60-year-old women who is suffering from joint pain.
Your message to that market might look something like this:
“Who else wants to feel 10 years younger in just 15 minutes?”
This sounds much better than “Visit Our Offices for a Checkup”, wouldn’t you agree?
How Do You Reach Your Market?
A perfectly crafted message for a perfectly chosen market will fall flat if you choose the wrong media.
The 50 to 60-year-old women in the previous example may be best reached on YouTube or Facebook, but market to her using SnapChat or Twitter and your campaign will likely fail. The majority of 50 to 60 year old women are not on SnapChat or Twitter.
To find out where your market is reachable you must get into the mind of your prospect.
Here are a few example questions to ask of your chosen audience to determine effective media sources to advertise through.
- What shows do they watch?
- What websites do they frequent?
- Do they read the newspaper?
- Do they use an iPhone?
- Do they use an Android phone?
- Do they use an iPad?
- Do they use Gmail?
- Do they have cable?
- Are they Mac users?
- Do they live in certain ZIP Codes?
- What magazines do they read?
Just answering these examples will give you tremendous insight into the behavior of your target market.
To recap, in this post we’ve covered defining your target market, crafting a message to that market and how best to reach them.
And, by the way, if any of this is confusing or seems too complicated…just reach out and let’s chat.
To your success,