Valerie V: Hi everybody. Welcome to the Valerie V show. Today, we’re going to talk about knowing your audience. Be right back.
Valerie V: Hey everybody. Valerie V Show. Today we’re going to talk about knowing your audience. I’m going to bet that some of you think seniors are your target market, and they’re really not, not most of them anyway. The clients you take care of are not the ones calling you, right? They’re the adult children of aging parents. Adult children of aging parents, sometimes Baby Boomers, sometimes family caregivers, those are the people who are calling and assigning their senior loved ones up for service. So we know that our target market is not necessarily the senior who needs care, but their family, their friends, their neighbors, people like that who are helping them with getting more care in the home.
Valerie V: What do you know about the person who makes that phone call? If you went through and looked at all the of phone calls you’ve had over the last year, all the clients you’ve had over the last year, and if you identify the human person who actually initiated the first contact or made the first phone call, if you do that, and you know approximately their age, if they work, how old their kids are, and you kind of get to know this stuff by taking care of the client, you can say, “Okay, we had 13 women call, all ages 45 to 65, calling about their aging parents. They had kids between the ages of 7 and 19. They work part-time or full-time.”
Valerie V: Start gathering the data about the people who are actually calling your office. If you’re brand new, then as you get started down this road of your home care business, then you should be asking those questions, or at least, in the back of your mind, knowing and writing down who it is who called you and what their persona looks like. Who is the person who made the call?
Valerie V: We also know that all of the folks, or most of the folks, who are calling you are probably, if you’re private duty home care, they are financially stable enough to afford home care services and pay privately for them. Or are they using longterm care insurance, or are they using reverse mortgage funds? How are they paying for home care? Are they putting it on credit cards? Is it the family that’s paying, or is it the senior that’s paying, or is it some combination of both?
Valerie V: Keep an eye on how all of this is evolving for you. Keep an Excel spreadsheet. Data enter it. If you have a CRM and you can put the primary contact in and some data about that primary contact, then over time, you can accumulate that and say, “Okay, we’re looking for females, age 55 and older, who have, of course, an aging parent, who maybe are still working full-time or part-time, who have kids who are teenagers or maybe in the first couple of years of college, and they called us about home care. The family is paying for part of it, and the senior, the actual client, is also paying for part of it.”
Valerie V: Now you know what kind of target audience you should go after, so if you are doing Facebook ads, or you are doing something like that, you can say, “Here are the people I’m looking for in my territory or in my geography.” You can make advertising more convenient, easier and less costly if you know exactly who you’re looking for.
Valerie V: That is how you find a persona for target marking. Hope that helps. This is the Valerie V show. We’ll see you again tomorrow. Bye bye.
Valerie’s motto and favorite saying is: “Impact is not created by big budgets, impact is created by innovative marketing ideas!”
Valerie is a Registered Nurse and the author of three books, Aging Answers (2003), The Senior Solution (2007) and Priceless Caregiving (2009). Her adventure in internet marketing began as a self-promotion experiment and ended up becoming a full time marketing consulting business for the elder care market.
Valerie has appeared on national television (Today Show), has hosted her own local radio show, and has been interviewed for dozens of publications and radio shows across the country regarding her business and the business of elder care.
She fast became the foremost authority in driving sales via the internet, seminars, and e-mail for senior service providers and elder care entrepreneurs.While Valerie’s best known for her expertise in marketing, her students share that her biggest impact comes from her ability to make things happen quickly, even on a small budget.
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