This marketing stuff is tough!
You think you are doing everything right.
You found the PERFECT customer.
You got the perfect website to drive sales.
You even took the time to discover your perfect keywords for your products and services.
And it all should be paying off!
Except that it really is not!
What’s going wrong?
Who Is Your Actual Customer?
Sometimes your perfect customer is NOT the one who pays the bill.
Ask yourself: “Who is the ACTUAL customer paying for your products and services?”
If the person who pays for your products and services is different from the person who consumes your products and services, you need to include marketing messages to BOTH of them.
Here’s an example:
When it comes to diamond engagement rings, the perfect customer is the person who is about to get married or engaged, but the actual customer is the fiancé who is picking up the tab!
Your marketing needs to attract both types of customers.
You can talk to the perfect customer about how they will be the envy of their friends and how much they are loved. (by the size of the diamond, of course!)
But you also need a message that confirms to the ACTUAL customer, they are getting the best value, high quality and their fiancé will love the purchase.
Never forget your actual customers are the ones paying the tab.
So it’s important to understand and cater your marketing message to them as well.
Them with the Gold… Rules!
Think about your business and its Unique Value Proposition. (UVP)
You should focus on the buying needs of both your perfect customer and your actual customer.
Don’t ignore either of them.
You will be more successful when you make your actual customer confident that their money is well spent.
You will be even more successful when you remind them that their kids, spouses, grandkids and friends will love getting your product or service and will benefit from it in some way.
When you find the right mix of marketing ideas for small businesses it will attract both the emotions of your perfect customer and your actual customer.
This is how to use your marketing to increase sales.
Go… Make It Real!
Do you need to update your definition of the perfect customer and include some in-depth descriptions of your actual customer?
Think about your perfect customer profile and determine if you have a different actual buyer for your products and services.
Hint, if you are selling to kids, you likely have a different actual buyer!
Use targeted internet marketing techniques to send a message to both your perfect customer and your actual customer.
When you drive demand from BOTH, you can make your sales sky rocket!
Lucy M. Morgan, CPA, MBA