I’m sorry to tell you that there isn’t really a ‘quick fix’ to improving your marketing, but there is a story I can share with you about one of my clients that hugely improved their inbound leads just by levelling up their marketing with one focus – Understanding where their ideal customers hang out…
Where do your customers hang out?
I’ll often talk to my clients about who it is that you’re trying to attract with your offering, who is it you’re trying to pull towards you with interest and who your ideal customer actually is. Understanding your customer at this level of detail helps you to find them in their comfortable space and talk to them with the right tone of voice.
TIP: Have you been able to create an ‘ideal client profile’ and do they have a ‘persona’ that you’re trying to talk to and relate to with empathy? Some profiles can go into great detail, with names and specific ages, but some only need to profile the age range, gender if it’s relevant and relative affluence.
Now this particular client I’d like to tell you about has been really focused in terms of identifying the type of client they want to work with, who they want to pull towards them. They’ve actually changed up their marketing channels and they’ve upped their marketing tactics to suit this new knowledge, with fantastic success.
Because they have levelled up in this way, the type of business that they’re going to be working with, i.e., the size of business, the businesses that have the budgets, with the ability and desire to pay for their product and services have also increased.
Finding your ideal customer through profiling
1 Identify existing customers that are getting the highest value from you
2 ‘Clean’ the information to create a set of data that relates to the following:
- The industry, niche or vertical market (it’s a good fit for you)
- They have the budget, or are a scaling company
- They have an identifiable need
- The employee count fits your serviceable market
- Their geographical location suits you
3 Speak to your best customers:
- Ask if they could assist you with answers to; how they found you, why they chose you, how they’re benefitting, what they value most about you and your offering
4 Create a buyer persona with this, or some of this information:
- Age, gender, location, family status, level of education, industry, job title, industry, level of seniority, affluence, values, beliefs, lifestyle, interests, favourite way of gaining information, events, charities…
So, where do your customers hang out? The answers to the above questions should give you a pretty sound idea of which marketing channels to use and what type of language to adopt.
Will you be doing more events or starting a TikTok channel for example?! There’s no doubt that to attract your next best customer, you need to do more of what attracted your current best customers. Or dig a little deeper to find even bigger and better ones! The customers that you want to pull towards you, the ones that will value you and the ones that can pay for your product or service will appreciate you showing up for them. Are you ready to improve your marketing? I have the tools and the experience to help you tackle this topic, so if you need assistance, let’s have a conversation.