In business, it can be tempting to take on too much.
That is, to try to market yourself to everyone who will listen.
It can feel counterintuitive to leave out those who may benefit from what you're offering because you may feel like you are missing opportunities.
However, it's essential that while you are being frequent and intimate, that you also focus on being relevant.
Marketing your products or services to irrelevant audiences not only wastes your resources, but diminishes your value.
This is why Relevancy is a critical aspect of the F.I.R.E. Formula. Let's look a little deeper at this vital component.
Components of Relevancy
In the U.S. alone, businesses are expected to spend more than $240 billion on marketing campaigns.
This is why it is critical that entrepreneurs build a successful marketing campaign that engages and converts.
There are three important aspects of relevancy:
This is an obvious key to successful marketing: making sure you're reaching the right people in the right places and at the right times.
This means reaching out to those who would certainly benefit from your products or services, rather than blindly marketing to anyone who will listen.
Conversion rates vary depending on advertising channels.
Specifically, research shows that Google has a higher conversion rate than Bing, Facebook, Instagram, and YouTube, just to name a few.
Familiarize yourself with who your audience is and where they are most likely to see your offer and message.
The importance of identifying how you can provide the best possible solutions for your target audience cannot be overstated.
Ensuring your offer delivers something useful to your potential clients will help you save resources and convert customers.
Your message is different from your offer because it's an opportunity for you to meet potential customers where they are with a tailored message that they want to hear.
Your message will vary depending on where the customer is in your sales funnel.
An effective message will bring your customer on a journey to where they need to go, based on what you are telling them.
Importance of Consistency
In today's high tech world, consumers can cross-reference everything - and many do.
Ensure that your online presence is in alignment with the mindset of your potential customers so they will have a clear understanding of how your offer benefits them.
Your online presence should reflect that you’re an expert who can be trusted.
If you are marketing to a niche that can't relate to what you are saying or customers who can't verify your expertise, you are throwing your marketing dollars away.
Techipedia reports that consistent brands are 20% more valuable than those with an inconsistent marketing message.
The great thing about today's consumer sentiment is it offers us as entrepreneurs the opportunity to simply be ourselves.
The F.I.R.E. Formula is a powerful way to put yourself out there so your customers can not only see what you have to offer, but see you as a person and a brand.