Target Your Message to the Client
When it comes to getting your ideal client to respond, it is all about targeting your message. You want the right message to the right client to maximize the effectiveness of your efforts.
There is a tendency to try to appeal to all potential clients to minimize the dollars spent. The consequence is generally low response across the board. Effective messages center around a single idea and target the ideal client.
A marketing message focused on active sports opportunities works well for millennials. If you have a lot of seniors on your list, they probably won’t respond. It’s a targeted message, but you need to target it to millennials or adventure travelers.
Be client specific…
Another example. A beauty salon may send out a message “we do it all for everyone from 8 to 80.” This crosses many generations all needing reached in different ways.
Instead say “we treat brides right: hair makeup, nails.” Do a Facebook post. Something with great pictures and promote it using targeted demographics options.
The post should have a link to a landing page on their website focused specifically on brides. This would be much more successful. The right message via the right media. Millennial prospects are best reached via Facebook, Instagram or Pinterest.
Evaluate your ideal clients. If they are diverse, create different profiles for each. Then you can match each profile with the offering that would most appeal to them. The right message to the right guest.
In the spa industry, we have clients who just want to be pampered. We have others that are big into fitness. And we have those with special interests like yoga or total wellness. Each group needs their own landing page and targeted marketing message.
It’s all about the right message to the right prospective client, via the right media.