In archery (or darts), how many bull’s eyes will you hit if you shoot before you aim? Probably not very many!
Similarly, is your business more likely to pursue a large group of prospective customers, and fire away blindly at them, or take the time to aim for a smaller set of well-defined prospects?
Wouldn’t you rather set your sights on a more specific target, and aim specifically at that target, and fire away a specific marketing campaign customized for that audience, knowing that you’d hit the bull’s eye more often?
This is one of the concepts behind my company name, Aim Fire Marketing. I believe it’s of vital importance to have a solid marketing plan in place before spending a single dime on advertising or marketing. And part of this marketing planning process involves narrowly defining your target audience. For example, targeting companies in Indiana is not as specific as targeting technology company CEOs with companies that have $5 to 10 million in revenue and 10 to 50 employees. You can try to be all things to all people, but it’s a lot easier to market to a specific audience than a mass audience.
Take Away Message: Aim Before you Fire your Next Marketing Campaign. How can you be more specific in your marketing messages and in whom you target, so that you’ll hit more bull’s eyes? As my company tagline says, you should always be ‘keeping your marketing goals in sight’.