Remember your first girlfriend?
She was probably a little bit nervous around you. She had sweaty hands. She probably had some acne. She was in 9th grade and layered on the makeup. She also probably overdid it a touch on the eye shadow.
Looking back, she probably wasn’t all that pretty or even all that fun. And almost certainly, she wasn’t a sparkling conversationalist. But you liked her. You remember going out of your way to walk past her in the hall. You remember wanting to smell her perfume as she passed you in the hall.
She knew her audience.
She knew that all she had to impress was a smelly, ugly, 9th grade boy. You didn’t have a clue what you were doing either. You bragged to your buddies about your dating prowess, but in reality you couldn’t even hold her hand without getting nervous.
Let’s be honest, it’s not like you were a ladies’ man. You just weren’t.
Local marketers have to be just like your first girlfriend. You have to find out who your audience is and then market to that audience.
The first step is finding out who your audience is. How? Well you keep track of the type of people that call your business, visit your business and buy your products. Simply ‘eyeballing’ your audience isn’t enough.
The next thing we did at Convirza to really hone in on who our audience actually is, is to create buyer personas. Literally we create a name, a job title, an industry and an age for a potential customer. We map out why we they need Convirza. We even attach a picture to the persona.
Whenever we’re creating marketing material or conducting a marketing campaign, we keep these personas in mind. We’re literally marketing a specific persona. It helps us stay focused. It helps us do things that will impress that person.
Just like your first girlfriend.
Your first girlfriend knew how to woo you. As local marketers you’ve got to know how to woo your customers. Your first girlfriend knew that her braced-filled mouth wasn’t her greatest asset, so she focused on other things. She knew her audience and she focused on that audience.
Local marketing is no different. You must focus on the audience that is the best fit for your business or your clients’ businesses. Focus on your strengths; focus on marketing to a specific persona.
You do all this and someone will overlook your very obvious flaws and end up taking you to Junior Prom…just like your first girlfriend.