Target your audience

So you have a product or service that you are trying to sell. The avenues that you could take in order to market your product or service are innumerable. So what do you do? Do you use TV, radio, print, direct mail, interactive (online) marketing, telemarketing, yelling really loudly from your street corner?

First of all, as stated in previous posts, you need to take a step back from the medium (print, web, radio, etc.) and strategically look at your brand. What kind of company are you? Do you have any distinct features that stand out from competitors? Who is currently buying your product or service? What demographic do you think would resonate with your product or service?

TIP: This all comes down to targeting your audience. By answering some of the questions above (not a complete list there), you can start to figure out who your company should be marketing to. It is not a good idea to think that you should market to everybody because that is impossible and a waste of valuable resources. Instead, figuring out the audience that you should go after will create a situation where you are maximizing your marketing dollars and give you a greater return on your marketing investment.

-jeremy