Why Knowing Your Audience Makes Your Marketing Simpler, with Mary Charleson

Episode 384

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On this episode of Destination on the Left, I talk with Mary Charleson, President of Five Minute Marketing and Founder of Carry On Queen, about her formula for creating marketing plans that align with your target audience. We discuss how giving without expectation applies to marketing and how Mary views volunteering with purpose as part of this philosophy. Mary also shares the importance of growing your business through referral and repeat business and why the quality of an audience is more important than quantity.

What You Will Learn in This Episode:

  • Why understanding target audiences and their preferred channels is crucial in marketing strategies
  • The significance of focusing on dominant channels while giving yourself permission to experiment and innovate in other areas to achieve real traction
  • How the “packing rule of 3” works in relation to target audience and marketing
  • Why you should be constantly measuring and adjusting your marketing efforts based on the target audience and the platform’s performance
  • Why Mary loves networking and being involved in industry associations, and the opportunities gained through these connections

Embracing the Power of Targeted Marketing

On the show, Mary and I discuss why it is so important to be targeted in your marketing efforts and why often “less is more” in terms of where you need to share your content. Mary elaborates on the benefits of effectively serving a specific group and how that ultimately goes the extra mile to fuel business growth. By honing in on particular demographics and psychographics, businesses can exponentially expand their reach and impact.

Integrating Tactics for Maximum Impact

Mary shares the importance of focusing on specific tactics that work together harmoniously in marketing strategies. For example, when it comes to packing for a trip, Carry On Queen Mary prioritizes taking three items that work together as a “packing rule of 3,” and she applies this same principle to marketing strategies. Knowing who your target audience is allows you to hone in on the three items that work most effectively together.

Volunteering and Collaborating in the Travel Industry

Mary and I also discuss networking, and the opportunities that come from being known in the industry and being involved on committees. When you volunteer your time and help others in the travel sector you’ll make connections and often get the chance to be part of some exciting collaborations.


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