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What if you could reach right through the internet to speak directly to each of your clients? With personal, targeted marketing techniques, you can do exactly that. Figuring out who it is exactly that you’re marketing to will help make your marketing job so much easier, and much more efficient! You’ll be able to speak in their language, capture their interest, and connect with them more quickly, saving you time on the hard sell later on. Let’s start by figuring out who your target client is:

what problems do you solve?

What products or services do you offer on your website or shop? What kind of blog posts and content do you want to be delivering to your target audience? Outline for yourself exactly what your brand offers. 

Once you can accurately define what you do, you can start looking at your offerings in terms of the value they provide for your clients or customers. Are they the answer to a problem, or a product superior to others of its kind? Are you marketing to the masses with a product or service that targets a season, like a wedding or a pregnancy, or do you offer something that helps a specific person, like a college student or someone with a specific job or hobby?

activity: create your target audience avatar

Think about your favorite clients from the past, or the customers you hope to attract. Assuming your products are accurately catered to your new target audience, you can start to get a clear picture of the type of person you should be marketing to. Let’s give this character or avatar an age, an occupation or primary interest, a backstory, and a mission to accomplish, the result of which is utilizing your services or purchasing your product.

Giving your target client a whole personification, as if they were a real person, a friend, makes it so much easier to market directly to them, as if you were speaking to them in person. This will help your audience feel heard, and increase your chances of connecting personally and engaging their interest to follow along or click through your pins to your website.

bringing it all together

To wrap up this section of your learning, let’s conclusively nail down exactly who it is you serve, and what you offer them. We’re going to create this summary in a simple, concise sentence, one that is easy to memorize and easy to recite, almost as an “elevator pitch”.

Using the information you’ve determined about your target audience, and how you want to present your products and offerings, complete this sentence by filling in the blanks:

i offer blankity blank to blank blankers so they can blank blank-blank blankity blank.

Let me explain: you’re filling in (1) who you serve, (2) how you serve, and (3) what your customer or client is able to do with the information/product/offerings with which you provide them.

Some examples:

i offer business and marketing resources to side hustlin’ creatives so they can dedicate the time they spend on their creative side hustle doing only what they love.

I offer emotion-filled wedding photography to adventurous couples so they have lasting memories of the romantic whirlwind of their wedding day.

i offer digital artwork and prints to budget-conscious young wives and mamas so they can fill their home with art that means something without busting their wallets.

This summary of your services that you’re creating will end up leading your brand and your marketing strategy as the ultimate vision for all your efforts. It works well as an Instagram profile description, on your Pinterest profile, or even as featured text on your online shop or portfolio site.

Now that we’ve outlined this for future reflection, it’s time to understand your audience a little better by learning how you can best cater to their interests.