If you want to catch bass you don’t fish in a stream filled with trout, but many businesses use the same misguided logic when trying to attract customers.
Targeting potential customers that won’t buy your product or service wastes time and resources so why even consider advertising to those who just aren’t interested in your company?
There are many reasons why enterprises engage in bad advertising practices, from lack of knowledge to subpar research to hubris.
Regardless of your reasons, it’s time to tighten up your marketing efforts and start fishing for the right customers today.
1. Who is your perfect customer?
Sit down, relax and put on your thinking cap. Clear your mind and imagine your perfect customer. Who is he? What is he looking for in a company? How much money does he make? Where does he live? The questions are nearly endless but it’s up to you to paint the most vivid portrait of a customer that will buy your services. Conjure as many as questions as it takes to describe your perfect customer in great detail, and then write down the answers. The next time you create a marketing campaign, this is the person you need to market to.
2. What does your perfect customer want?
If you are creating a profile for what you believe is your perfect customer then in all likelihood you considered your product or service offerings. But are there additional products your perfect customer might like that you do not currently provide? Not only should you target your ideal customer with marketing you should do the same with your products and services. Say you roof houses, would your customers also benefit from gutter cleaning services? Or if you operate a moving company, would your customers be interested in tape and boxes? These are two very simple examples – both of which actually take place – but you get the idea. Find additional product / service offerings that will draw in your perfect customer and keep them for the long haul.
3. What do you offer that your competition doesn’t?
What differentiates you from your competitor? If you can’t answer that question then make sure you take the time to ponder it deeply. Ask yourself the following questions: Are my prices competitive? How about my customer service? Is it superior or inferior to my competitor’s? Are my products higher quality? Lower quality? If I were a customer, which company would I choose, my own or my competitor’s? What makes our product / service preferably unique for your ideal customer? The answers to finding the right customers, ones that buy, often times can be found by analyzing your competitor…
4. Survey your current customers
Your current customers chose you, so they can offer a wealth of knowledge on how you can find more customers to shell out their hard-earned dollars just like they did. If you don’t have the time or you just can’t think of enough questions to ask your loyal customer base, consider hiring someone who can do the job for you. Once you have hard data, you can decide which products and services you should offer, the best ways to reach your audience with your marketing campaigns and outstanding customer satisfaction..