Trades: Stop pissing into the wind.

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A guest post by Georgia Stylianou – find out more about Georgia and her work at Marshmallow Design and for more FREE brand and marketing advice, join our TRADES ONLY Facebook Group by Clicking Here

It’s funny.

We know we need to ‘up’ our business marketing game.

So, we start throwing money at all these different things we THINK we need: leaflets, newspaper ads, brochures, directories, Facebook boosts.

Hoping for someone to bite the bait.

Sound familiar?

I like to call it… ‘Pissing into the Wind.’

So, what happens?

You end up with no up take up. At all. Zero.

(Why? Because you were advertising in the wrong place.)

You might end up with loads of enquiries but for the type of work you hate.

(Why? Because these clients think that’s all you do.)

Or the kind of clients you don’t enjoy working for.

(Why? Because your brand wasn’t appealing to your Ideal Client.)

And you’ve spent hundreds, if not thousands in the process.

Good one treacle.

Before you do ANYTHING more on your business marketing, you need to sit down and work out WHO your Ideal Client is, WHERE they are and HOW they need to be communicated to.

Read that again.

Why invest all your time and money on your Twitter account if all your Ideal Clients are on Facebook?

Does it make sense to advertise in the local paper if your Ideal Client are young, affluent, newly-weds looking to renovate who work in the city and don’t have time to read papers?

What sense does it make to do a leaflet drop in a residential area if your Ideal Client is in the commercial space?

Save yourself time, money and stress by doing your homework first.

Discover your IDEAL CLEINT.

1.         Work out their PERSONAL PROFILE (Age, sex, location etc)

2.         Where can they be found? (What transport do they take, where do they spend their leisure time etc)

3          How do they like to be communicated to? (Facebook, email, call, face-to-face)

This is just a small section of the areas we uncover at our IDEAL CLIENT workshops for our Trades clients – but it’s a great place for you to start in discovering where and how to spend your time and efforts in your marketing.

And where to not.

By taking the time to do an Ideal Client discovery workshop (yes it sounds fancy, but it’s unbelievably straight forward) you spend money in the right place (where your ideal clients are), on the right thing (how your Ideal Clients WANT to be communicated to), in the right way (how your Ideal Clients expect to see, think and feel about your company).

Get clear direction. And stop pissing into the wind.

What’s next?

Heroes on Hand works with Marshmallow Design to help businesses develop proven marketing strategies. Get in touch today by completing the form below to find out more about growing your trade.

You may also want to explore our recent episodes on The Simplified Marketing Podcast.

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