When it comes to honing your marketing prowess, it can never hurt to think about your audience. Many marketing campaigns are fatally damaged because their audience isn’t properly considered. It’s not just idle speculation about who might want to investigate your product or how much they might be willing to pay for it. Rather, it’s a measured and careful attempt to define your audience and their salient interests. More importantly, define who you want your audience to be. Don’t just rely on conventional wisdom or the people that your competitors appear to be pursuing. Factor in what personality types you would like to work with and what demographics would be more naturally aligned with your products or services. Take these qualities and build a highly accurate customer profile (see Mary’s blog about profiling for more information). Consider these important questions as you form your profile:
- What problems or challenges do your potential clients face?
- How do you make these challenges easier to overcome?
- What problems are they looking to solve?
- Why are they looking to solve these problems?
- How do you best present yourself as the solution to these problems?
- Where is your audience? Local? Nationwide? Global?
- Is your audience internet savvy?
- Does your audience frequent particular forums, boards, or websites?
- Does your target audience perhaps overlap with that of a non-competing business?
- Why should people use you or your products?
- What sets you apart from your competitors? What makes you better? Gives you an edge?
Most importantly: Why should your audience choose you over their other options (including doing nothing at all)?
In improving your marketing, you should also consider the efforts directed towards your current and previous customers. Don’t just get people in the door and sold. You need to make sure you keep them sold by delivering top-notch customer service and an excellent product or service. Ensure you and your employees are going above and beyond what anyone in your industry is doing to satisfy and wow customers. You also need to make sure that your marketing efforts are not overselling a paltry product or service.
Combining excellent product and excellent service will dramatically improve your relationship with customers you already have. This means referrals and repeat business. Remember the old business adage that it takes 4 to 5 times more money and effort to get a new customer than to resell to a previous one. So, if you build a system that impresses customers, has a good product, and creates lasting rapport with previous clients, your marketing efforts will be automatically bolstered by word of mouth and repeat business.