The purpose of marketing is to generate more profit -- simple enough. But how do you go about marketing your product or service in order to ensure that potential customers give you their business? While there are multiple principles of marketing, perhaps the most important is reaching your target audience.
Any product worth its salt can be sold, however a lack of proper marketing can prevent even truly great products from being sold. Knowing who the product targets is the first step in developing a potent marketing strategy. We'll take for our example dental marketing in order to highlight the importance of a target audience.
When a dental firm seeks to establish clientele initially, they may have only a few chances to make an individual customer, and only one chance to make a first impression. Knowing this makes it important for dental firms to make an especially impressive first impression. One way for dental firms to accomplish this is through direct mail marketing.
One reason direct mail marketing would work well (generally) for a dental marketing scheme is that dental firms thrive on the business of family units. If a dental firm can land the business of a young family, then they can expect continuing business from them assuming their service is of high enough quality, and the family doesn't move or lose the ability to pay for the service.
Therefore, sending mail to homes where families live gives families the opportunity to be exposed to dental firms without having to search through directories to find them. However, using mail means that mailer that is sent by the firm needs to project a professional image that highlights what the dental firm does well. Does the dental firm offer sleep dentistry, where patients don't have to be awake to have their teeth worked on? Do they offer basic oral surgery such as wisdom teeth removal? Projecting these things can make the difference between scoring a new customer and losing potential business.
A company in Utah markets itself as "Wisdom Teeth Only," taking advantage of the need for wisdom teeth removal generated by young members of the Church of Jesus Christ of Latter-Day Saints preparing to serve two year proselyting missions. This sort of company may or may not be possible in other markets, but because the company knows who they're targeting as an audience for their service, it's possible to survive by focusing on just one type of dental service.
Another viable option is internet marketing because through sheer volume it allows target audiences to be reached. Online venues like Facebook make it possible for ads to be seen by literally thousands of people. Also, optimizing your website for searches on Google and other internet search services makes it easy for those looking for dental services to find your dental firm assuming you've prepared a top notch website that comes up quickly in the results list.
While these are just a few possible options, hopefully looking at dental marketing as an example has made clear why knowing your target audience makes a difference in how, where and what you advertise with to generate more business.
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