Who Should I Market To?

This is the million-dollar question, isn't it? You're looking over the lay of the land, either from your desk or your office window, and you're trying to figure out where exactly you should start.

"Should I just start cold-calling people on Google?"

"Should I hand out flyers to anyone that makes eye-contact with me on the street?"

"Should I walk into random offices and hand out brochures to the front-desk ladies before they kick me to the curb?"

All of these questions have crossed my mind before, and the answer to all of them is emphatically "no." Well, at least "no" until you have a plan in place. A course on Creative Live from Jasmine Star I was watching made that exact point: "A failure to plan is planning to fail."

So, where should our focus be as marketers and business development managers? One place is on the strategy known as referral marketing.

“Spend your time investing in relationships with people who can give you access to your target customer. Who are those people? The companies/people who already have your target customer as their customers.”

THE POWER OF REFERRALS

Referral marketing was popularized in the book by Seth Godin that shared the same name. The concept is to spend your time and money marketing to referral sources rather than the end user. What does that look like? Spend your time investing in relationships with people who can give you access to your target customer. Who are those people? The companies/people who already have your target customer as their customers.

The beauty is that if you can master this, your marketing costs drop substantially, because you're no longer a shotgun marketer, but a sniper marketer. So, where should you start?

  • Identify your target customer,
  • Identify who has the same target customer,
  • Figure out how to add value to that person,
  • Add value to their business and ask for referrals in exchange.

I hope that's of some help to you in your marketing efforts. Let me know how it goes for you and if you have any input on referral marketing strategies that might be helpful!

Matt with Avalon Live