How well do you know your audience?
Is your audience your ideal customer, or is your marketing based upon a spray-and-pray approach?
Too often we see businesses spending a large sum of money each month on Google Adwords and/or Facebook Advertising without having previously developed a clearly articulated Buyer Persona for their audience. Unfortunately, all the 'likes' in the world are not going to pay your business expenses; try paying the taxman with 'likes'.
Unless you can convert the people who may be receptive to your advertising into committed fans of your business, then your advertising will have been wasted. If you cannot get them to provide you with their contact details, they are not the audience that you are after.
So, you have to take the time to analyse and develop the Buyer Persona of your specific target audience. Unless you are a large corporate supporting an overall brand-awareness strategy, there is no point in posting your advertising in front of a very wide audience. You must engage your target audience and to do that you must be speaking to them in a way that resonates with them.
When you have accurately developed your Buyer Persona, then you will know what their interests (or pain-points) are and why your product or service may be exactly what they need. By speaking directly to these interests or pain-points you will have lowered their guard, because they will feel that you understand them; they will now be more likely to want to know more about you and what you offer.
If you're not sure how to develop a Buyer Persona, just get in touch and we'll be happy to help.