Do you dread taking calls from your customers…expecting another complaint?
Or perhaps its seems like they love the free stuff…but never want complete the sale?
The truth is not everyone is a good fit for your business.
So how do you know who your perfect customer is?
Can You Describe Them?
Think about it.
Both you and your customer will be happier if you only attract the type of people who are crazy in love with your products or services and are happy to spend their hard earned money on what you have to offer.
Therefore, it is critical to know the specific details that describe those types of people.
For example, if you sell gluten-free dog treats, you know that your perfect customer is going to be a dog-lover who cares about their pet, and is health conscious.
Better Communication = Better Relationships
Understanding your perfect customer helps you to communicate more effectively with them.
Nailing down the specifics will make your marketing message music to their ears!
You can “speak their language”!
Make the connection with your marketing and they will:
- Value your products and services even more
- Be open to growing a stronger relationship
Both of these are important to small business marketing for successful business growth!
Start with the Specifics!
Are you clear who your perfect customer is?
(If so, you may actually be in the minority of entrepreneurs.)
It’s common for small business owners to blow through a lot of money and time only to find out they are targeting people who will never be their perfect customers.
If you find that your customers are constantly demanding discounts and generally make your life difficult, you are not attracting the right people with your small business marketing.
When you take the time to clearly identify your perfect customer, you’ve take a solid step to running a successful small business.
Then focus your marketing message on attracting your perfect customer.
Have a unique value proposition for them, and you’ll be able to run an effective internet marketing campaign designed specifically for them!
Here are three tips for finding your perfect customer.
It all starts with a little insight into their minds!
Tip #1: Discover What They Value
What does your perfect customer value?
What things are important to them…so much that they want them more than anything else?
What things motivate their decisions?
In the 1940’s the researcher Abraham Maslow coined a theory that outlines the hierarchy of human needs.
As you might expect, the very basic needs such as food, water, shelter start the pyramid.
But once those are met, people value things like love, safety, understanding, confidence, respect, and the drive to lead fulfilling lives (also called self-actualization) that leads to higher needs like creativity, and integrity.
Your marketing message should be clear on the things your perfect customer values most.
Do they care about safety more than creativity?
Do they want to be confident and respected most of all?
Think about these needs and list what is most valuable to your perfect customer.
Tip #2: Provide What They Find Valuable
Next, take a minute to look at your company’s marketing message.
Are you appealing to the values of your perfect customer with your mission and marketing?
If your perfect customer values creativity, do you offer that?
Or are you sending a “straight-laced” traditional image to people looking for originality?
Are you sending a “bad-boy” image to people who crave safety and security?
Make a connection with your unique value proposition to your perfect customer’s highest needs and desires if you want to build a strong connection with your small business marketing.
Tip #3: Meet Them Where They Are
Finally, where are you locating your message?
You can have the best message in the world.
You can use all the right visual cues and speak directly to your perfect customer’s values.
But if you are not putting the message where your perfect customer hangs out, you will not see the results you want.
So take a look at where you are engaging with them…or not!
Are you selling public accounting services on MySpace instead of LinkedIn?
You’ll probably be very disappointed at the results.
Likewise, if you are looking for restaurant owners, you may connect on Facebook and Yelp rather than Twitter.
For your small business marketing success, make sure you put your marketing message where your perfect customer is going to see and hear it.
Lucy M. Morgan, CPA, MBA