Targeted Marketing
How to Bring
in Your Ideal Clients
"Doing the best at this moment puts you in the best place for the next
moment." —Oprah Winfrey
Last month we talked about determining
your goals and supporting them with marketing
tools that express who you are. As you read this article on targeted
marketing, keep those goals in mind, goals that go beyond showing up
at work every day and making money.
Ponder what kind of people inspire
you. Think about the kind of clients you are drawn to working with.
Those are the kind of people who are a natural fit for your skills,
who will benefit the most from your gifts. Those are the people you
want to target with your marketing efforts.
What is Targeted Marketing?
With targeted marketing you send a specific message to people who you
know want to hear it. Targeted marketing gives you the greatest opportunity
to speak directly to those you most want to serve, whether they are
seniors, busy parents, executives or people with chronic conditions.
This is so important because it supports the goals that are close to
your heart. On top of that, targeted marketing has the advantage of
efficiency in money, time and effort.
By contrast, marketing to anyone and everyone is called blanket marketing.
You’re
trying to get everyone’s attention when you pay for Val-Pac® coupons
or ads in the yellow pages, or post flyers on grocery store bulletin
boards. This might work for you at times, such as when you’re
just starting out, or during busy times for gift certificate sales
like Christmas or Valentine’s. Blanket marketing strategies are
often the first steps people think of when beginning their practices.
Keep in mind, however, they may cost more than they give you in return.
Your existing clients are a great example of a group whose interests
and concerns you already know. Target
them with mailings that
speak to them in language they relate to. For instance, tell them about
specials or services you offer that might interest them. If they are
seniors, let them know how you can help them maintain their mobility.
If they are stressed-out parents, tell them that the whole family will
feel better if they better manage their stress.
Go where your ideal clients go
To really make an effort to reach a specific type of client, go where
they go.
You can draw those folks into your practice.
Contact running stores and gyms. See what kind of sports events you
can get involved in. Does a local sports shop or a cycling club mail
a newsletter to people on their mailing lists? Ask if you can buy ad
space or write an article for it.
It's the same idea. Call or, even better,
go to the senior center. See what it would take to offer free or low-cost
brief massage once a month. Put up flyers at the senior center, library,
health food store or other places health-conscious seniors go (always
ask permission).
Ask if you
can post flyers at a gym that caters to women. Or find out who
teaches birthing or pregnancy yoga classes and ask if you can offer
a lesson on self-massage. Think of classes and presentations as opportunities
to have a conversation on how your work makes lives better, and to
encourage folks you meet to take the next healthy step.
If you’ve read Tama Bevan’s
Natural Touch Marketing™ interview,
you know how committed she is to her business. She pursues the goals
she’s passionate about. For instance, she would love
to offer massage to people in long-term care. So she goes out to health
fairs to give chair massage. This gives her a chance to showcase her
skills and meet health care providers and decision-makers.
Make your plan
It’s pretty straight-forward. Once you decide who your ideal
clients are, brainstorm ways to reach them. Then examine the potential
costs of time and money for those ideas. Choose one or more approaches.
Start with something small at first, and do a test run.
Always ask "How did it go?"
Then evaluate your results, both tangible and intangible. For example,
if you distributed flyers and brochures to a health club or senior center
ask yourself how it felt to be there. Did it feel good? Did it give
you energy? And, of course, keep track of the response you get from
your outreach efforts. Are you gaining new clients? Are you enjoying
their visits? If you are happy with the results, go for it.
Reach out to the people you most want to serve with targeted marketing
and your client load — as well as your clientele — may become,
well … ideal.
For more thoughts on recognizing and reaching your ideal clients,
see the November '06 article, What Appeals to Your Clients?
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