Most local business owners know that marketing is a must, but aren’t 100% sure exactly what to do… If you're being proactive you might try to imitate what big companies are doing, they make money so they must be doing something right?

WRONG.

Well - it’s a bit more nuanced than that, yes they are obviously doing something right, but they are (for the most part) not doing what you need to be doing.

They have passed that stage.

They can afford to carpet bomb the market with their advertising under the assumption that it will pay off.

You and I though? We can’t do that!

Not sure about you, but my advertising budget isn’t enough to fund an army of African child soldiers.

So, how do we get more clients with less ridiculous budgets?

Stay tuned, cause that's exactly what we’ll be talking about over the next 2 minutes.

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The "Traditional" Method

Take a look at any sort of advertising produced by a large corporation, or study marketing at university, you will find this is the go-to strategy:

• Blast your message to absolutely everyone.
• Get people to know your brand.
• Hope when someone comes across your product / service they buy because they recognise the brand.

While this is all well and good for those who can afford to burn money in order to blanket the entire market, it’s a totally unsuitable strategy for local businesses…

Firstly, your budget is not in the hundreds of millions.

Secondly, when advertising with the sole purpose of achieving results you need to be able to see exactly what return you're getting on the money you spend.

Thirdly, the response rate (the rate at which people respond to any marketing material put in front of them) is miniscule.
If your goal is to increase the profitability of your business through advertising, a high response rate is critical in order to see a substantial return on investment (ROI).

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The Recipe to Boost Your ROI

What should you do instead of trying to market your product / service to every living thing on the planet?

Simple(ish)!

Deeply understand who are the people most likely to respond to your marketing message:

• What language they use.

• What hobbies do they have?
• What’s their income?
• Where do they live?
• Ect…

Once you build a character profile of who these people are, only bother presenting your message to them.

That's the theory, but how do you do it in practice?

Here’s 2 basic ways to get you started:

1. Take a look at your current customer base and find out what most of them have in common with each other (gender, lifestyle, age, ect…).
2. Analyse the reviews of similar businesses to yours and see what language they use.
   This will give you a clear indication of the type of people they are… are they students? Are they homeowners? Are they retired? Etc…

Then, step into the shoes of this target audience, build a message that resonates with them and makes them feel understood, then use that message in your advertising.

Remember: 

There is no product / service that appeals to everyone.

There is always a bias… a demographic that is more likely to purchase than the rest.

Once identified you should focus your advertising budget on them in order to achieve the highest ROI possible.

Assuming you target the correct demographic, and your message resonates with them, you will see a substantial improvement in the results of your advertising.

Hope this helps.

Talk soon,

Abdu.

P.S. What to know what demographics I would target and what messaging I would use to boost your business’s ROI?

Get in touch with my agency today. If we’re a good fit I will personally take a look at your company and your marketing, come up with a strategy and discuss it in depth on a call.

No cost, no obligation.

If you want to work together, I’ll explain exactly how that works. If not, that’s fine too.
No hard selling, no pressure, no annoying sales tactics.

Sounds good? Then fill out this form: https://www.arykmarketing.com/free-marketing-analysis.