Are you wasting money by marketing to the wrong people? Find out on this week's episode of The Thoughtful Entrepreneur, featuring Claudia Pennington.
She was successful at her digital marketing job but Claudia Pennington realized she wanted more than just success for herself. So she left behind her digital agency job and started a teaching business with the distinctive approach of making her clients self-sufficient.
“I decided to make a change and focus on training small business owners and their employees in marketing,” Claudia said.
So DIY Marketing was born with the goal of helping businesses and organizations learn how to pull off profitable marketing campaigns. DIY helps get the marketing process started and provide the tools and know-how for a business to market themselves successfully once training is completed.
One of the biggest problems she notices entrepreneurs and small business owners struggling with is determining their target audience. A product could serve a HUGE range of people, which can be challenging in terms of marketing.
“All those different people … have different channels by which they consume information,” Claudia said. “And they have different goals in mind and different expectations for the company they might potentially do business with.”
She said it’s important to start small and scale marketing efforts over time. Pick a small subset of your overall target audience to start with and determine the best way to reach them.
“Find what works for that group of people, and really just double down on those efforts until you get really good at speaking to that audience,” Claudia said.
Once you find that you’re at capacity, then consider another target audience and another marketing plan to reach them.
“Part of the process is assessing the time and money that an entrepreneur or small business owner is willing to invest in marketing,” Claudia said.
To keep track of marketing efforts, she recommends utilizing programs like Google Analytics which allows you to see where your traffic is coming from to help you better reach your audience.
To hear more about what Claudia has to say about marketing tools and target audiences, listen to the episode above and be sure to subscribe to The Thoughtful Entrepreneur on Apple Podcasts, Stitcher, Google Podcasts, TuneIn, Spotify or any other podcasting platform. Check out the latest episode of our newest podcast, Authority Confidential here.
For more about Claudia, visit claudiapennington.com