Originally written by Simon Joyce on Small Business
Being prolific in your marketing and sales activities is not the same as generating your hoped-for level of sales. In fact, it is possible to spend a great deal of money whistling in the wind.
How can you be more confident that you are reaching your target audience and getting the results you want? In other words, getting your business messages to the right people, at the right time, to secure a healthy lead conversion rate.
Who are you talking to?
It starts with the simple question: who is your target audience? It sounds like common sense but it’s amazing how many organisations have a woolly customer profile. If you are talking to anyone who might buy, how can you drill down enough on their motivation and buying patterns?
Build a detailed picture of your potential customers and anyone else you need to talk to. Look at each demographic, and where they get their information. What is most likely to influence their decision making, and what do they want to hear?
‘What is most likely to influence their decision making, and what do they want to hear?’
Don’t just think of your target audiences in terms of just new

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