Last week we went over marketing plan goals and measurement. Now that you know what your goals are, and how to determine what success looks like, let’s start talking about your target market and marketing tactics.
Target market: Take a look at your current book of business to help you figure out your niche – or possible niche. Who’s on the list – manufacturing firms, start-ups, hospitals? This can help you figure out what kind of clients you want to have. You want clients like the ones you’re successful with. What are their characteristics? Do they have an engaged committee, or are they parental, committed to participant education? Whatever the case might be –think about having a profile of your ideal clients and figure out who fits that profile to determine the size of your market.
Once you’ve identified your target market, it’s important to develop a pipeline management process. Your marketing activities toward each prospect will depend on where they are in your sales pipeline. Where are they in the buying process? Maybe you’ve met a CEO a few times socially, but you can’t get him to commit to a meeting. This can help you determine your marketing collateral needs – you’ll need different strategy and collateral for a CEO than a prospect you haven’t made contact with.