Target market

5 Ways to Reach the Right Target Audience

Although getting new leads in your company is exciting, it isn’t exactly helpful when those leads don’t quite align with your ideal clients or customers. If the people who are reaching out to you are looking for a service you don’t provide, don’t have the budget for your services, or work in an industry that you typically don’t work in, you can adjust your strategy to ensure you’re reaching the right people at the right time.

The quality of your leads is always better than the quantity of your leads, which means it’s crucial to be intentional about how you’re showing up online and how you’re attracting prospective clients. Keep reading to find out what we recommend for changing that.

How to Improve Your Targeting Techniques

Adjust Your Messaging

If you want to reach a certain group of people, you have to think, act, and talk like them. Ask yourself these questions:

  1. What problems or struggles are they facing?
  2. What solutions or services are they looking for that we can talk about?
  3. What type of language do they use?
  4. What do they prioritize in a service provider?

After doing an audit of your copy and messaging, you may realize that the content you’re creating isn’t resonating with the audience you’re looking to attract. Making a change to focus on incorporating topics that are important to your ideal clients into your content can make a big difference in who sees and engages with your posts.

Increase Your Pricing

In most cases, but not all, clients who have bigger budgets often end up being better clients. If you find that you’re working with clients who micromanage you more than you’d like, have unrealistic expectations, and don’t always value you, it may be time to take a step back and think about your pricing and how that reflects your experience and expertise.

Typically, organizations who pay a higher rate when working with contractors already value and trust who they’re working with, otherwise they wouldn’t hire them in the first place. If you feel that your pricing may be lower than where it should be, test increasing your rates and sharing them with new leads that come your way.

Set Up a Better Vetting Process

If you get off a consultation call with a potential client and realize right off the bat that they’re not a right fit, chances are that they weren’t fully vetted before booking that call. Pre-qualifying a lead before setting up a meeting with them ensures that they have the budget for your services, are looking for a service that you offer, and have expectations that align with your process and approach. Doing so ensures that it’s a good use of time for both yourself and the potential client.

How can you improve your vetting process? If you don’t have this in place already, require leads to fill out a form before they’re given the option to book a meeting with you. This form will allow you to get as much information as you need before moving forward, and if you notice through their responses that they’re not an ideal client, you can refer them to someone else or provide them with another solution without having to set up a time to meet.

Realign Your Marketing Strategy

Are you marketing your company in the places where your ideal clients are spending their time? If you feel as though your messaging and content are up to par with who you’re looking to reach, but you’re not attracting the right people, you may not be looking in the right place to begin with. Case in point: if your ideal clients aren’t on TikTok, there’s no need for you to be on TikTok.

Instead, conduct research to understand:

  • Which social media platforms your ideal clients use
  • How they prefer to consume content
  • Organizations they’re members of
  • Publications they closely follow

From there, you can use that information to craft a marketing strategy that will help you to meet your ideal clients where they are and showcase your content in front of them.

Incorporate Outbound Communications

Instead of waiting for your ideal clients to approach you, why don’t you approach them? Especially if you’re confident in who you want to work with and even have some potential individuals or companies in mind, cold email and other outbound communications can work wonders.

You can do this by:

  1. Reaching out to your network to see if they have any connections or referrals for people who fall within your target market
  2. Sending emails to your ideal clients and pitching your products or services to them

This is a great way to get your foot in the door and bring your value to the forefront.

Finding Support for Accurate Targeting

Work with a Marketing Agency

If you’re struggling to reach the right audience or simply don’t have the time to put into your marketing strategy, partnering with a marketing agency is the best way to ensure your goals are met.

Reach out to us for a free consultation to learn how we can execute your marketing strategy for you and support you in a variety of ways.

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