The best way to market both broad and narrow, and how to succeed at both – at the same time.
When you are creating a marketing piece do you often wonder if you should be marketing to everyone or zoom on one group? If so, you’re not alone. I get this question often.
Dentists from all over typically have a hard time determining if they should be marketing very specifically or very broad and general. And the answer is actually yes to both.
Each has its benefits and neither market should be left out. There is always room for both things in the right situation. But like anything else before you start any marketing piece, your very first step should always be to think about your intention. What are you hoping to accomplish? What are you hoping the end result once everything is said and done?
You will never fully benefit from your marketing if you don’t first clarify what you want the end result to be.
The benefit of marketing more broadly is you are being more diverse to a more diverse audience. But just because you are creating a broad marketing piece doesn’t mean your offer is also broad. Your offer still needs to be very specific. You aren’t giving a blanket offer listing every service you have, you will still need something specific and on target. Because statistically we know if you give people too many options they won’t make a choice at all and you will lose that prospect.
The benefit of marketing to a more narrow audience is you’re able to have multiple offers going at the same time to many different niches. You can have an offer that would appeal to people with loose fitting dentures and an offer to people who are unhappy with their smile. Each audience is important and also very specific in their needs.
But the best is to have all of these, broad and narrow, happening at the same time. Broad marketing is a great way to work on bringing in new patients in general, which you always want to happen. While, narrow marketing is a great way to get your existing patients coming back by being very specific to their needs.
And the key to making all of this come together is to make sure the offer matches the audience’s needs. Because if your offer doesn’t match your audience it will never work. You can have the most beautifully created marketing piece done by the best graphic designer in the business but if you’re marketing it to the wrong audience it will fail every time.
In this video, you’ll learn about:
- The benefits of marketing broad and narrow
- Collecting the data to ensure you get the best results
- The best offers for each