Ponder what kind of people inspire you. Think about the kind of clients you are drawn to working with. Those are the kind of people who are a natural fit for your skills, and who will benefit the most from your gifts.
What is targeted marketing?
Targeted marketing gives you the greatest opportunity to speak directly to those you most want to serve, be they seniors, busy parents, executives, or people with chronic conditions. This is important because it supports the goals that are close to your heart. On top of that, targeted marketing has the advantage of efficiency in money, time, and effort.
By contrast, marketing to anyone and everyone is called blanket marketing. You’re trying to get everyone’s attention when you pay for direct mail coupons or ads in the yellow pages (digital or print), or post flyers on grocery store bulletin boards. This might work for you at times, such as when you’re just starting out, or during busy times for gift certificate sales like Christmas or Valentine’s. Keep in mind, however, these strategies may cost more than they give you in return.
Target Your Clients
Your existing clients are a group whose interests and concerns you already know. You can “target” them with mailings that speak to them about those concerns. For instance, if they are seniors, let them know how you can help them maintain their mobility. If they are stressed-out parents, tell them that the whole family will feel better if they better manage their stress.
Go Where Your Ideal Clients Go
To really make an effort to reach a specific type of client, go where they go.
Are you an active person who likes to be around other sports and fitness enthusiasts? You can draw those folks into your practice. Contact running stores, cycling clubs, and gyms. Does a local gym, sports shop, or club mail a newsletter to people on their mailing lists? Ask if you can buy ad space or write an article for it.
Love to be with seniors? It’s the same idea. Call or, even better, go to the senior center. See what it would take to offer low-cost brief massage once a month. Put up flyers at the senior center, library, natural food store, or other places health-conscious seniors go (always ask permission).
Are you drawn to the field of pregnancy and childbirth? Ask if you can post flyers at a gym that caters to women. Or find out who teaches birthing or pregnancy yoga classes and ask if you can offer a lesson on self-massage. Think of classes and presentations as opportunities to have a conversation on how your work makes lives better, and to encourage people to take the next healthy step.
Make Your Plan
Once you decide who your ideal clients are, brainstorm ways to reach them. Then examine the potential costs of time and money for those ideas. Choose one or more approaches. Start with something small at first, and do a test run.
Always ask, “How did it go?”
Evaluate your results, both tangible and intangible. For example, if you distributed flyers or brochures to a health club or senior center ask yourself how it felt to be there. Did it feel good? Did you like the people you met? And keep track of the response you get from your outreach efforts. Track if you’ve gained new clients, and if they are the kind of clients you were hoping for.
How about you, dear reader? How have you targeted your marketing efforts, and what kind of results did you get?