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What would my target customers like to hear from me and how?

writeNow that you have identified your target customers, what should you say to them and through what medium, is the next question. To determine this it is best to look back at what you recorded as their problem or need you were able to solve. Are you restoring health, wealth, happiness? Think about it in terms of benefits and not in terms of physical product e.g. doing their tax returns. Next how will they know they need your advice or product, what is their trigger point? How can you use the words in your marketing material to encourage them to realise they are at the stage where they need your help?

What format is best?
Based on what you already know about them, what would they like to receive? Information that is engaging? Useful? Valuable? Highly technical or quick and easy to read? How much time do they and you have? How much are you willing to share? Who could you collaborate with or get support from to produce even better content? What is your budget and how many customers do you require? How much are you willing to spend to get them? The amount you charge for your product or service will definitely have a bearing on this.

Follow a tailored approach
OK, so finally we move onto the how. How do you communicate with them? Based on all of the information you have collected or noted down about your target customers so far; what makes the most sense? How often would they like to receive material from you? How much have you got to say? Don’t send out a daily email if you are going to run out of interesting content by the end of the first week and you don’t actually have the time to create or write the material! What channels do they like to use; social media, face to face, blog, direct mail? What formats would they like or would help to make your content even more interesting? What would most effectively explain your subject matter and what do you have the budget to create e.g. video, ebook, workshop, article or tweet?

It’s all about balance
It is extremely tempting to feel that you must use everything but even if your target customer uses everything, if you don’t have the time or can’t make the time then don’t. Instead from the vast array of appealing options pick a few that you feel comfortable trying and then do the same with formats. Put these into a plan and away you go. When will you create the content? When will you send it out? When will you spend the time measuring its impact? Through surveys, google analytics, email statistics, number of phone calls, likes, favourites and ultimately enquiries and actual customers. Adjust your efforts accordingly, if something obviously isn’t working, stop doing it. If you’re not sure and have the time to keep doing it then give it a little longer. Or stop doing it to see if this has any impact. At the end of the day, Marketing, is all about trial and error. You can try to treat it as a science but ultimately it is an art because it involves human behaviour!

Key Takeaways: 

  1. It is OK to have more than one target customer but try to keep it to a maximum of 5.
  2. Customers are your life blood so getting the right ones is essential!
  3. Your time is precious so don’t try to do it all!
  4. Remember to keep in mind how many customers you need to make your business a success.

Interested in getting some support or further advice on the identifying and communicating effectively with the customers that best suit you, just get in touch as I’d love to hear from you.

Do you know who your Target Customer is?

doLet me ask you a question: Do you know who your target customer(s) is? Have you identified who fits perfectly with your business? Believe me this is just as important as buying clothing or a piece of footwear, if it doesn’t fit there will be pain, disappointment and refunds. Worse still if the end result left your customer with a bad taste in their mouth you may have tarnished your reputation too for good measure (see my Brand blog post).

Another reason, to spend some time exploring who your ideal customer is, is to enable you to save both time and money on your marketing efforts. Marketing to the masses just isn’t smart on a limited budget. Especially if you are a sole trader or small business owner. Your time is precious so make it count.

Effort (time) + Investment (money) = Return (earnings)

It’s all about you!

So, you’re now convinced spending time on this is a good thing, great, now what do you do? Well firstly you need to consider a few factors:

  • What product are you selling?
  • What price do you sell or want (need) to sell it at?
  • How much time do you have available / want to spend providing your service per person / business?
  • Based on above factors “How many customers do you need to generate?”
  • How many prospective customers do you need to turn into enquiries and ultimately paying customers in order to break even or (yes please!) make a profit?

Unless you understand this you are in danger of spending too little or too much time on your marketing activity and maybe even on the wrong things. Worse still you will be attracting the wrong kind of customer who will take up your time but not help to grow your business.

Customer Profiling – A whistle stop tour

At this point you may be saying, hang on, I can’t whittle all of my customers into one target customer! My customers are all completely different and all of them help me to pay my bills. To this reasonable questions, I have 2 thoughtful answers:

  1. Which of these customers would you like more of? There will be some customers you like (or even love) working with more than others. Spend a bit of time working out why. Is it because: they pay more promptly, it takes less time to do their work or you enjoy spending time with them? Whatever it is, make a note of it. This is now your criteria. You can use this to filter your target customers and enquiries to make sure you end of working with the customers that best fit you.
  2. If the above doesn’t work for you, I have a second suggested approach so don’t panic. Looking at your existing customers, can you pick 3 at random? For each of these customers make a note about their characteristics (this list gives you an idea but isn’t exhaustive) e.g.:
  • How old are they (if it is a business then how long they have been established for)?
  • What type of business are they?
  • What is their personal situation e.g. married, single, children?
  • What is their problem and how did you solve it?
  • What did they like best about your product or service, are they likely to buy from you again and are they happy to recommend you?
  • What else do you know about them e.g. interests?

Now you have a reference guide

By doing this you are profiling them, which means you are recording what your ideal customers should be like. Use these 3 profiles as a way of filtering your target customers. If the ones you have profiled don’t appear to be profitable or beneficial for your business then select the ones that do. The point is to have something you can use as a reference so you don’t have to start from scratch every time you receive an enquiry or want to create some marketing material. If you find any of the above a bit daunting and would like some help from me then please do get in touch.

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How Can I Help Your Business?

 

  • Are you an ambitious business owner putting in really long hours? 
  • Do you find yourself performing some crazy juggling act just to stay on top everything?
  • Do you feel like you never have enough time?
  • Does it seem that no matter what you do, you feel no closer to achieving your business goals?

 

I empower ambitious business owners to structure their business so they can focus on what is necessary to achieve their business ambitions.

 

For a free initial consultation please give me a call on 07880 735613 or complete the contact form

I look forward to working with you!

 

Lovely photo taken by nikreations

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