A to Z of Business Storytelling: Focus
At Verano, we practice systems and processes as often as we can. It helps create a consistent client experience, and it also ensures that we’re remaining true to what we know we are good at and where we bring value to our clients.
Within those processes and systems, there’s one thing that is guaranteed to come up if we work with you—your focus. The focus of your business: who you are, what you do, and why you do it, is going to be a starting point for any great marketing strategy or consulting session. And a critical aspect of your focus must involve your target market.
I know that this sounds like a Marketing 101 topic—but clients skip it ALL. THE. TIME. This is especially true at the beginning of your businesses launch or in your first initial growth stage. The lure of making some money in your business and becoming a “legit” company is so strong that we often take on any project at any fee from anybody or any business. Trust me—I have been there and given into the shiny object so many times myself! And taking on some clients and projects that end up being a real doozy is part of the process of figuring out your target market and the ideal fit for your services/products and your growth trajectory.
When it comes to marketing your business, always stay focused on your audience and what is resonating with them. If you start to produce social content aimed at every possible market (I once worked with a client who was trying to target SIX different markets all at the same time from the same channels)—you are going to be absolutely spinning your wheels and gaining no momentum. Instead, focus on one market and target them very consistently with great content.
Shake off the fear of getting specific. Just because you start marketing to your ideal client and staying focused on that market does not mean you are saying goodbye to other prospects outside of your target market. If your marketing efforts are good and your content and strategy are solid, you will attract lots of people! It’s going to happen—and you want those people to be your ideal clients.
If you are having trouble identifying who your target market is, here are a few suggestions to get you started.
Follow the money. Take a look at all of your clients and customers over the past 12 months. Who is paying you for your work? Do those people have anything in common?
Recall the experience. Now, of those projects and clients, which ones left you with a positive memory and a successful project? The money starts to lose its luster if you dread every moment of work with a client—and that dread is a good sign that type of person is not your ideal client. Look at the working relationships that resulted in excellent final results, a satisfied client, and money in the bank.
Niche down. This is not a “stay in your lane” lesson. I believe you should explore all of the lanes you want until you find the perfect intersection between your capabilities and offerings and a focused market who is willing to pay you for those things.
Do more of what’s working. In your marketing, where are people resonating with your messages and content and images? Are your clients watching all of your videos—or do they love your sharable images? Find where you’re attracting and retaining ideal clients…and then do more of it!
If you’re having trouble identifying your target market, connect with Verano! We offer two-hour strategy sessions to help you tackle specific problems in your business without any long-term commitments or requirements.