I confess, I’m NOT a great fisherman. I have most of the equipment, a pole, a few reels, a tackle box full of lures, hooks, bobbers and a few old spools of fishing line. I have friends that fish in tournaments; they give me tips from time to time. But, if I really want to catch fish (and eat them), I go fishing with my dad. He’s an avid crappie fisherman. (Crappie <kropi> is a terrible name for a small fish that tastes amazing when rolled in cornmeal and deep-fried.)
“…reaching an audience requires narrowing your focus, just as fishing for crappie requires using smaller hooks. “
To catch crappie, you have to fish for crappie. That may seem obvious, but the truth of the statement escapes many. When you fish for crappie, you use different hooks, different bait and you fish in different places at different times. Knowing this information, my dad goes fishing when they are biting, drops his line in the water and comes home with crappie. I don’t want to paint the picture that he catches them every time because he doesn’t. But, every year he has a mess of crappie and we have a big fish fry.
Changing Your Focus
Marketing is similar to fishing in this regard. To be successful, you have to narrow your focus. You need to know your audience, what they like and don’t like, where they live, when they are ready to buy and when they are just looking for information. Once you know this information you can use it to aim your marketing efforts directly at the audience to create your very own crappie online marketing.
The best way to focus on a target audience is by creating buyer personas. Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.)
Need help creating buyer personas? You can check out our resources page, watch for more blogs or reach out to me via phone or email. The Novsun team has the experience, knowledge and tools to help businesses thrive online.
6 Rockstar Marketing Metrics Your Boss Actually Wants to Hear.
73% of executives don’t believe that marketers are focused enough on results to truly drive incremental customer demand. If the majority of executives think marketing programs lack credibility, it simply doesn’t make sense to bombard them with metrics that don’t indicate bottom-line impact. You’ve got to narrow your focus to a short list of hits that will be music to their ears.