Does Your Target Market As Business Coach Create A Confusing Marketing Message?
Does Your Target Market As Business Coach Create A Confusing Marketing Message?
Many individuals have established themselves as business coaches or executive coaches. They deliver their 30 second elevator speech at local networking events from chambers to referral organizations. Their marketing message has been created to reach a specific target market. And suddenly they are securing clients within the target and outside of their markets.
Yet, success bred success. Suddenly they have clients that are outside of their target market. Now their finely crafted message does not apply. How can they end the confusion while still getting referrals from their clients?
First, maybe it is time to return to the strategic plan to look at the industry trends and basic assumptions. Then look at the marketing plan to see exactly what message is delivering the most clients. Determine your client value.
Now look at your other clients and what message brought them to your doorstep. Was it a referral? Was it a need expressed within your message? Are there any commonalties that you can easily replicate between several different target markets? Again, determine client value. If you determine one target market is delivering you much higher value per clients and clients are fairly easy to come by, you may wish to stay focused on that market.
However, if the client value is the same, then you may need to create several marketing messages directed to specific target markets. For example, as a business coach, I also work with young people using a student leadership program entitled "America’s Rising Stars." My marketing message is to “save thousands of dollars in college costs by avoiding the 6-year college plan.” What unites all my marketing messages is that I deliver measurable results while creating sustainable performance improvement.
So, if you are a business coach with more than one target market, then take a piece of paper and divide it into 3 sections. List your target market at the top. Next be specific with your demographics. Follow that information with your psycho-graphics (attitudes for buying). Now list your benefits and after that the results your solutions deliver. Hopefully, you can find at least one shared factor among all groups. Use this shared characteristic to build a common message and end your marketing confusion.
Does Your Target Market As Business Coach Create A Confusing Marketing Message - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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The coaching industry is a dynamic growing sector of the U.S. economy. Some estimate this industry now exceeds $1 billion with a 40% annual growth rate.
Many individuals have established themselves as business coaches or executive coaches. They deliver their 30 second elevator speech at local networking events from chambers to referral organizations. Their marketing message has been created to reach a specific target market. And suddenly they are securing clients within the target and outside of their markets.
Yet, success bred success. Suddenly they have clients that are outside of their target market. Now their finely crafted message does not apply. How can they end the confusion while still getting referrals from their clients?
First, maybe it is time to return to the strategic plan to look at the industry trends and basic assumptions. Then look at the marketing plan to see exactly what message is delivering the most clients. Determine your client value.
Now look at your other clients and what message brought them to your doorstep. Was it a referral? Was it a need expressed within your message? Are there any commonalties that you can easily replicate between several different target markets? Again, determine client value. If you determine one target market is delivering you much higher value per clients and clients are fairly easy to come by, you may wish to stay focused on that market.
However, if the client value is the same, then you may need to create several marketing messages directed to specific target markets. For example, as a business coach, I also work with young people using a student leadership program entitled "America’s Rising Stars." My marketing message is to “save thousands of dollars in college costs by avoiding the 6-year college plan.” What unites all my marketing messages is that I deliver measurable results while creating sustainable performance improvement.
So, if you are a business coach with more than one target market, then take a piece of paper and divide it into 3 sections. List your target market at the top. Next be specific with your demographics. Follow that information with your psycho-graphics (attitudes for buying). Now list your benefits and after that the results your solutions deliver. Hopefully, you can find at least one shared factor among all groups. Use this shared characteristic to build a common message and end your marketing confusion.
Does Your Target Market As Business Coach Create A Confusing Marketing Message - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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