To this point, we’ve identified who is your target market. We’ve also gone out and started to position ourselves as experts in our field. Now that we’re seen as experts, well, we’re done, right? Nope. Now we’ve got to go out and communicate that to the people who are ready and willing to do business with us.
This is probably the most important piece, and it speaks to this whole appropriate touching thing we’ve been discussing. One of the reasons we’ve spent so much time in identifying our audience is to be able to effectively communicate and market to them. We discussed how becoming the expert and creating a media or marketing program that speaks to your potential and current clients is extremely important. That’s how you’ll get your message across.