Spending a ton, but still not sure how effective or efficient your advertising is? Here is some advice for figuring it out.

First measure your results. Do you know where your business is coming from? Is your marketing and advertising targeted towards your most likely or ideal customer? Do you know who your ideal customer is? If not, start by creating a composite picture of your best customers. What are their likes and dislikes about dealing with businesses like yours? What are they looking for in terms of service? What are they most likely to see, hear or read? In other words, where do you need to advertise? Once you know more about them, put yourself in their shoes and look at your advertising from their perspective. Is your existing marketing a fit? If your marketing is random, you are almost certainly having a scattergun approach and the customers who find out about you do more by good luck than design.

Once you know your target market you need to look at both the channel and the message. The right channel and the wrong message or the right message and the wrong channel can be a costly exercise.

Until next time…

P.S. Learn more about working ON your business–talk to the coach! Click here to connect with me!