How to Develop a Relationship with your Target Market
Last month my topic was “How to Identify your Target Market”. After reading the article you should’ve pulled together some demographics, identified your target market and decided which social media platform to use. Now let’s talk about how to deepen that relationship.
LinkedIn is typically the platform you’d want to use to research B2B connections. If you’re looking for a certain type of business – let’s say architects or designers – then LinkedIn is the place to be. In our LinkedIn campaigns, we would target the ones who’ve been in business a while, have a certain range of employees, do a similar kind of work to yours and request a connection. Once they connect, then we reach out to them with content written by our PR guy – Steve Dubin – that tells them what an awesome connection it would be for their business. It’s a win-win because they design incredible homes and you build such incredible homes. After they’ve received a couple articles then the campaign asks for the two of you to have a phone call to see how you can one another.
That connection got your foot in the door. Now, it’s up to you to develop that relationship further with meetings and phone calls.
With B2C there are several choices. We work with Facebook ads, Google AdWords and Houzz.
Facebook advertising can really zone in on the demographics you’re looking for. You can choose the towns, income, lifestyle (married with kids, with no kids, single, etc) that your ad will display to. If they click on or share the ad it will then go to all the people they’re connected with increasing your reach. Dave DeBlasio is a whiz at getting ‘likes’ with these campaigns.
Google AdWords is something we’re all familiar with. It’s those ads at the top and down the side of the search results page attempting to catch your eye. You can choose some demographics here but you can’t pinpoint as well as Facebook. When they click on your ad it can bring them to your website or a custom landing page created specifically for the campaign. This allows you to really target your message. Dave also does our AdWords campaigns and has had terrific results
Houzz is a great choice for high-end contractors. You can upload photos of your latest project and a little description along with it. Houzz also has a great tool to ask for reviews regardless of whether or not that customer came from Houzz. You can use their generic message or create one of your own. The more reviews the better your credibility looks. Houzz is my territory – I got certified a couple years ago.
We are considering adding a new service that would generate Google Reviews and subsequently increase your ranking. If this is something you’d be interested in please let us know – no obligation. Let’s just have a conversation.
If you need help to develop a relationship with your potential clients or strategic partners we’d love to chat with you and see how we can help. Simply call 508-697-4027 or send us an email through our contact form and we’ll be in touch.