When it comes to marketing, every contractor MUST have a target market.
Which is all about getting crystal clear on who it is that you’re actually wanting to market to!
With the key word being WANT.
Because if you don't start with the end in mind of what type of clients you want to attract to your business, then how will your marketing ever be effective?
No target... you miss the mark every time.
So get clear on who you want to win work from (here's a hint... it isn't everybody!).
Because you'll often find that within each of your work types, there will be a different market...
And within each market are:
- Different types of people with different motives and emotional drivers;
- Different types of challenges and problems that need solving;
- Different areas or platforms where you can actually reach them;
- Different languages that must be used; and
- Different strategies and processes that need to be implemented and followed to succeed
So, it’s critical that when you’re looking to implement a new marketing strategy, that you’re really considering which market you’re actually going after… because you can’t go after everyone!
Like that old adage says, “if you go after 2 rabbits, you’ll catch none!”
And this is actually one of the biggest mistakes that I see contractors making...
In their pursuit to be “everything to everyone”, they end up being “nothing to no one” and their marketing ultimately ends up failing.
This is because an emotional hot button for one market, will likely be completely different to that of another…
They require two completely different ways to get their attention!
So, you need to actually figure out specifically WHO it is that you need to convince to win the work in that market!
And no matter what market you go after… this is always going to be the decision maker.
This is the person who makes the call on whether to use you or someone else!
For example, if it’s in the residential space for bathroom renovations, this is going to be your homeowner, right?
If it’s in the commercial space, then it’s going to be your business owner, your building manager or your project manager and so on.
This is the person you need to target your marketing towards!
This is the person you need to be specifically talking to in EVERYTHING that you do.
Whether it's writing an email, website information, a flyer, a social media caption...
Whatever it is... have this person front and centre of your mind.
Because that is how your marketing is going to win.
Now to pull this off and to target them in a way that's going to make them feel like all of your marketing efforts are speaking directly to them… you can’t just know a little bit about them…
You need to know this person like you know yourself!
Place yourself in their shoes and understand what their wants are, what their desires are and what their pains are…
Because there’s nothing more important as a marketer than being intimately in tune with who you’re actually marketing to.
And that, is why every contractor MUST have a target market - so that they can become intimately in tune with who they are marketing too, speak directly to this target audience throughout all of their marketing efforts, stand out from the crowd... and win.
If you're an electrician, plumber, painter, carpenter, or any other trade business owner who is looking to take your business to the next level, click here to learn more about how our team can help!