But what do they want? This question really takes us back to the birth of your marketing plan.
What? What’s that you say? You never really put your marketing plan on paper?
Hmmm. Then how do you know your target audience? Oh, you treat them every day. Right. But do you really know them?
- What are their hobbies?
- What’s the most popular kind of restaurant and entertainment for your target market?
- What do your ideal patients do for a living?
- What do they do when they aren’t at work or home?
- What questions do they have about the community?
- How interested are they in knowing the details of a root canal procedure?
These are very relevant questions, and the answers can transform and significantly improve your marketing efforts. You must know your target market before starting any marketing campaign – that includes a website, blog, social media, community events, promotions, print, and direct mail. If you don’t know you’re audience, you’re shooting in the dark.
So let’s assume, you know exactly whom you want to serve. Your location, hours, and services are perfect for your target audience. If you’re sure about who you want to market to, learn what makes them happy (questions above). Then, and only then, you can move on to the next step, which is where we started with this post: What do your target patients want?
If you know that your target market is young families, (which means you should focus on getting Mom’s attention) your marketing efforts need to appeal to, support, and empathize with: Read the rest of this entry →