Recap of Marketing Steps 1&2
In my last post, Step 2 of 3-Step Marketing for Non-Marketers Online and Off I spoke at about crafting a message for your ideal client in a manner that speaks to them and differentiates you from others offering the same product or service. This would be your USP. In post 1 we talked about identifying your ideal client in lots of detail. Here I am going to cover picking or matching the right tactic for the right customer.
Marketing Step 3
Step 3 would be to select the best marketing tactics to reach your target market to attract your ideal client. Now that you have done your thorough research in regards to demographics, psychographics and geographics you can save yourself a lot of time and money. The marketing tools/tactics you choose need to be aligned with the day to day buying behaviour of your customer. This is where you connect the dots from knowing your customer, knowing your message and now connecting the two.
One tool to help in making the choice of marketing tactics as suggested by The 3-Step Marketing Pro, is to make a 2 column chart to write out your findings on one side which she calls “clues” and the other side “tactics”
Clues/Tactics
Clues come from the information you have gathered from the 3 areas of: pyschographics, demographics and geographics. All the clues give you what you need to have in order to pick the right tactic.
Eg./ Do they drive, walk, bike, sk8 or bus to work or do they work in a home office? From this you can learn about geographics, ideaology re: fitness, lifestyle, green, and finances for a start. Do they go to a gym at work or near home or not at all? Do they do their buying research online or do they get it from the radio, tv or print advertising? In asking what the client does in STEP 1 you will find the clues you need to choose the right tactics. Remember that you need to be using the same consistent message no matter what your tactic. People have so much information coming at them all the time they need to be exposed to your message 7-20 times before it resonates enough with them on a familiar level to even hear it.
Tactics can be online or offline or even mobile (cell and smartphones), radio ads, tv ads, bus ads, bench ads, surveys with prizes, seminars, newsletters, direct mail, product placement and endorsements from celebrities. They have to be in alignment with what you have researched in regard to your ideal client.
You can find out more about what is already out there and understand the tactics available from Charlene Brisson’s new book. It is the perfect tool for small businesses to understand the terms.It is the ultimate guide to marketing tactics (online/offline/mobile). I think it is the only place around that you can find a such a list. I am sure you will be surprised at the creativity behind some of them.
3-Step Recap:
- know your IDEAL customer
- craft a message that speaks to your Ideal customer
- select effective tactics that reach your IDEAL client
I would love to hear of some of the tactics you have employed and what were the results you saw. Please share them in the comments.
Tell me what you think.
Thanks
Rebecca
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