Several times a week, I take a spin class at the gym. There are two elements that are essential to a good spin class: the instructor and the music. My spin teacher, Sheri, is excellent: she has a lot of energy, gets her students to perform, knows almost everyone by name and always plays a terrific selection of music. She really knows how to deliver.
There’s rarely an empty bike.
In addition to her friendly, upbeat personality, what really sells Sheri’s class is her choice in music – her audience responds to this content. There’s a knack to putting together the set for a class: from warm-up tracks and road-riding beats to hill-climbing tunes and cool-down melodies.
To market your business, you create marketing content so that your audience will respond. The content you produce should target your ideal client. How does Sheri decide what music to play – what content to share? I imagine her picturing that guy in the back row; he doesn’t just ride, he bobs and weaves and grooves. He is all about the music. He is Sheri’s ideal client.
He is her audience of one.
Take time to determine your ideal client – their likes, dislikes, wants, needs, budgets, location, industry, business size, etc. and how those qualities intersect with your expertise and what you offer. When you create marketing content for your business – write an article, shoot a video or post a blog, it’s important to talk to your ideal client – that customer who is the perfect buyer of your services or product.
Your audience of one.
Martha Spelman is a Los Angeles-based small business marketing, branding, social media and content marketing consultant. Do you need help with your content marketing strategy and execution? Hire Martha as your blog coach to help concept, create, publish and promote your content. Click to find out more about Martha Spelman. If you don’t subscribe already, please sign up for Martha’s Blog: Marketing Musings and Tips du Jour.