There are a number of articles that claim it’s imperative to define finite targeting tactics to reach your target market, that aiming for the bullseye is essential in reaching new customers. I’m going to go out on a limb and say many marketers that aim at the bullseye may miss the mark all together. Let me be clear, I’m not saying you shouldn’t have a clear target market. Rather, I am saying you don’t always have to aim right at the bullseye to reach your audience or to meet your goals. In fact, some of your low-hanging fruit might not be sitting in your bullseye at all.
Let’s start by saying I am looking at the bullseye as where you reach your audience, not as the definition of the audience itself. Here are 8 reasons to expand your marketing efforts to include the areas around the bullseye:
Special tip for those marketing to small business. People who make buying decisions in small businesses often have a very different mindset than those responsible for enterprise purchases. It’s not uncommon for them to think more like a consumer even when making a business purchase, so using consumer oriented methods of marketing are often much more effective. It’s ok to target small business decision-makers in a much more casual, social setting. Think about the places they hang out in their personal lives and deliver business messages in those locations that are aimed at improving their overall lifestyle.
For 2017, I challenge marketers to get out of their comfort zones and look outside their bullseye to see what new opportunities they can find to engage prospective customers. I’d love to hear your stories about ways you reach your target market outside your sweet spot.
Written By KC Cox
With Contribution from Triniti Burton
My name is KC DeKorte-Cox and I am a demand generation marketing expert with over 15 years of experience focused primarily on helping businesses with marketing and sales alignment strategies aimed at driving growth. I help design marketing and sales programs that scale by leveraging the power of technology, specifically CRM and Marketing Automation.