Who can buy your product?

I’m guessing there’s more than one answer to that question, and it’s the same for our business.

We do websites and digital marketing, so – in theory – pretty much any business that needs a website and some marketing could be our customer.

And because any business could be our potential customer, it’s tempting to try and create a message that resonates with – well – any business.

But here’s the problem: when you try talking to everyone, you end up talking to no one.

Instead, your message comes across as general and bland, and it’s ineffective as a result.

What’s the solution?

It’s simple: choose a specific target market and talk directly to them.

Make your website address their specific pains.

Showcase testimonials from people similar to them.

Drive specific, targeted traffic rather than general traffic.

Tell stories that resonate with your exact prospect.

Just to be clear: this doesn’t mean you have to work with one target market for the rest of your days; it just means you have to work a bit harder, with specific messages for specific groups.

Our business is a great example. 22 Group is our umbrella brand, but our two sub-brands PropertyStream and FinanceStream allow us to target our message and our marketing to clearly defined groups of people, and get us better returns from our marketing spend as a result.

If you want to talk to your audience more effectively than you do right now, let’s talk.

Robin