Does this sound familiar? You’re doing all the right things. You’re on all the social media sites, you blog, you have a stunning website, you get great customer reviews, and your product or service is top notch. You’re exhausting yourself and your bank account trying to be everywhere, in front of everyone. And yet, you have very little to show for it.
As a small business owner, it’s very easy to get caught up in the latest “must do” marketing tactic. If I had a dime for every time I heard the phrase “if you’re not on or doing (fill in the blank), you’re leaving money on the table,” I would have a heck of a lot of dimes!
The real key to the success of any marketing tactic is to have a solid strategy behind it. There are five things that you absolutely need to know before you can successfully magnetize your marketing:
One: Who are your top clients?
I don’t care if you have a product or service that anyone and everyone can use, if you want to stand out and capture attention in the marketplace, you must have a defined target audience in mind. And if you must define your target audience, it makes sense to make it an audience filled with your best clients. Your Top Clients are those clients who spend money with you, say great things about you, buy your most profitable offerings, and are easy to do business with. If you already know who your Top Clients are, great! Define them as specifically as you can. If you don’t, then I suggest you take a close look at your customer list and see what you can glean from it. Decide who your best clients are, and find something that they have in common – demographics, industry, a passion or hobby, and use that information to define your market and attract your best clients.
Two: Where do your Top Clients hang out?
I cannot emphasize enough how important this question is. If you are all over Facebook, Twitter, Instagram, Snap Chat and Pinterest, but your Top Clients only use Linkedin, then you are wasting your time, money and effort in a very big way. I know this point may seem obvious, but going with the trend instead of showing up where your best clients hang out is exactly how most entrepreneurs get sucked into the social media vortex, never to be seen again.
Three: What do your Top Clients care about the most, and how can you create a Unique Offering that matches what they most care about?
For example, perhaps you have a really high quality product with super cutting edge features. You might be emphasizing these cutting edge features in your marketing. But perhaps what your clients really care about is your super convenient ordering and delivery process, which has nothing to do with your product’s features! If you don’t know this, then your marketing is missing the mark. If you do know this, then you know exactly how to appeal to and attract your best customers, and you can create a message that reflects this.
Four: Who does your target market turn to when they are looking to purchase a product or service like yours?
Do they ask their friends? Are they looking on social media sites? Are they reading reviews by bloggers or by others consumers on sites like Yelp and Tripadvisor? Do they turn to a trusted professional or adviser? The answer to this question is pure gold, because it gives you the opportunity to show up in front of your best prospects when they are ready to buy, as a product or service recommended by a trusted source.
Five: How do your Top Clients speak?
Instead of using buzzwords and industry jargon in your messaging, speak to them in everyday language, using the terms that they would use, and they will immediately relate to your company.
If you are wondering how to get this incredibly valuable information about your customers, ask them! Going out and talking to your customers is one of the most valuable things you can do for your business. It’s how brilliant retailer Les Wexner built sleepy categories like women’s sportswear, preppy clothing, and undergarments into iconic brands like Limited, Abercrombie, and Victoria Secret.
So don’t wait – analyze your customer base, identify your Top Clients, and make some appointments to speak with them. Tell them that you want to ask them a few questions to help you serve them better and they will be happy to oblige. Use the information that you receive to hone your marketing message, show up where your target market hangs out, and attract your best clients!
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