Now 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!
- It is OK to have more than one target customer but try to keep it to a maximum of 5.
- Customers are your life blood so getting the right ones is essential!
- Your time is precious so don’t try to do it all!
- 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.