One of the very first things that anyone who is looking to build their marketing effort it to clearly define a target market. An often overlooked task, defining a target market will help you in every aspect of your marketing plan.
Why is this?
I think the primary reason is you begin to see yourself as a provider of goods and services to a specific set of needs and wants. Everything you do should communicate a clear message. This becomes very difficult if you try to be something to everyone.
Something we've done in our business is we've begun to break up our "target market" (independent professionals) into smaller groups (i.e. insurance agents, financial planners, real estate agents...). We then tailored our marketing kits to these smaller segments. We'll see if the tactic proves profitable. But if nothing else, it has helped us understand better the different niches we serve, and that has been eye opening.
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