Seth Godin puts it clearly, backup by the exaggerated Bronx accent of Marie Forleo, “When your speaking to everyone, your speaking to nobody”. Sometimes the basics seem so basic that you don’t really want to spend time on them but the whole reason you go into business is to help people. Well if you really want to help people you need to know who they are and what they need and what causes them to start looking for that/your solutions.
Marketing is tricky, there are so many tools at your disposal but they are all going to land with a thud if you haven’t thought about your people, your solution and what benefits/outcomes those people will get by choosing you.
Think from the point of view of your customer’s experience.
The best way to do this is to speak to or Ask your best client open ended questions that will give you relevant information, an example of a starter question “take me back to the day when…..” then listen, mute yourself. Adele Revella has a tactic in this kind of one on one interviews where you see a subject in their convo and you want to “pull the thread” so you can then ask, “tell me more about that”. You will want to record the conversation and get that transcribed by Rev.com and then look for patterns in their language, by uploading that text to a word cloud software. This one action can help you identify one of 4 blindspots;
- a new market you could target successfully,
- blindspots in your existing market,
- identify the best new product to pursue,
- blindspots in service or offerings with an existing product.
Listen to the 20%’ers
Now if you don’t have your business off the ground with paying customers yet, then there are many ingenious ways to find out who your market might be by joining groups, finding Reddit conversations about topics that you can provide a service for or go to Meetups and ask.
If you already have a business that has an email list, Facebook following, then you can send out a survey to them to find out who they are. Also, another way to do this is to take the top 20% clients who have bought from you recently and ask them questions, their WHY could be totally different to what you were thinking and give you more insight because you are not trying to sell to them, you are working to understand them. Remember, no sells, just asking, make it a safe conversation for you both. Record it so you have the headspace to focus on the person in front of you.
When you understand your customer:
You can take the common patterns in the language that you identify in those interviews to find how new potential clients may talk to themselves when they go to look for your product/service. When you have the words of your best clients peppered through your website, emails and ad copy, conversion and phone calls become easier because you are connecting with people who are like your existing top 20% clients.
Example 1: Dentist
Your potential new customer: I’m looking for a dentist, I’ve just moved into town, and my tooth is killing me. I had a nightmare dentist in my 20’s so I am reluctant to go to someone who hasn’t referred to me but I don’t have time, I need someone now.
- I need someone who can see me fast
- Someone who is gentle and knows how to be distracting so I won’t freak me out, because I have an aversion to dentists.
- A location nearby
When a customer is searching online, there may be 50 or 60 different dentists that come up. So how does a customer narrow down that list? Because they are in need of a dentist who’s super gentle, they will be looking for that to be reflected in the images and messaging they see when browsing options online.
If the marketing messages address the segments [type] in your client base, you have more than 1 type of client that buys from you, to the actual issues a potential client is having, a connection will be made. This will help to marketto your different audiences based on their triggers and their worldview.
Example 2: Home Security
Potential customer: I’ve moved into a new suburb, I’m working away from home a lot, my wife and children are home. We’ve got young children, she’s busy and at times distracted. I would like to upgrade the security in the new home for peace of mind, because we’re just not familiar with this area, and the local Facebook page seems to have a lot of criminal activity in it.
So you are either going to look for a CCTV or an alarm, but the trigger is, I’ve just moved. So, there could be a Facebook ad saying, “Moving house? Upgrade or install security. You are looking at the triggers of why people would look for the product or service that you are offering, there’s always a trigger.
There’s always a reason. Each segment has a reason and that will need a different marketing message. For 1 campaign you could run 4-5 different ads with messages and headlines that speak to different segments that align with your top 20%.
There are different worldviews of the people and why they are going to search for what you sell. You, as a business owner, need to identify what solution you provide for potential searches and how you can match that with on target marketing messages and landing pages.
4 Key Benefits of Knowing the Right Customers for Your Business;
Know Their Why’s and Triggers
A trigger can be a season, a holiday event, Weddings happen in droves in September/Spring, moving house, buying a house, school, Uni, social demands, sports events, retirement, etc. These are all triggers, but behind those are the why’s of your niche market, your top highly invested clients [20%]. Speaking to your customers help you find the nuance in the why’s of your people in those trigger moments. That’s a big bit of juice right there. This will help you with your headlines, your campaigns, your buyer journeys and your ways to market that can segment your audience based on their unique why’s; each product/service usually has 4 different why’s.
Content and Keywords;
The content and insights from talking to and asking your clients the right questions will give you so much gold in knowing how to speak to and market to your customers in a way that isn’t sleazy or disingenuous. You can get out of your own way and just get to talking about the benefits, what you can educate them on without giving away all your tension – the need to click to call. When you are clear on this you have certainty and when you have certainty you can develop content and campaigns that you know will speak to your people.
The keywords come from the solution your clients are looking for; I want to…. then you reverse engineer those into a keyword tool and you can find some demand keywords that will match the content. Remember to write for your customers, not for Google.
This is something I have been testing for months by looking at keyword demand patterns, segments in my clients’ audience and products/services that they offer to match those. Fashion has seasonal campaigns, but did you know that your business also has seasonal campaigns that are influenced by triggers and your niche. By knowing your segments, you will see these opportunities and then develop/refine your annual seasonal campaigns so that you stay hyper-focused on the segments in your market, your marketing strategy will be on point.
Know Thy Funnel
OK so this is where the sexy stuff comes into play. With all of this you can now start to get to the automation phase, build up your campaigns, content, landing pages, email strategy based on this data and insight and then you test, fix, refine and amplify. Anything worth building is always going to need your investment into it, but the beauty of online marketing is that you can amplify your energy and insights through the power of really good Funnel. Funnel marketing isn’t about setting and forgetting, it is about refining, tweaking and making the basic conversations of awareness, deliberation and purchase automated but when it comes to customer service, be contactable and touch base with your clients regularly.
The key to finding the right people online is making sure that you are focusing on what potential customers are searching for and how you can promote your solutions to their specific issues.
This can be through landing pages and blog posts that are positioned in a way that answers their concerns. That is one of the key strategies that you need to implement on how to find the right clients for your business. Then you can run ads to those specific pages in order to promote solutions.
You’ll be surprised at how much your organic reach is just increasing, even though you are spending money on ads. Because when you start to complement your adverts based around the content that is all ready on your website, and around the services and solutions you offer to your customers, you will start climbing through the roof.
Having people ringing is no longer going to be a problem. Your ads will get cheaper, your customers will be more educated, and your sales team will love you because they are doing much higher level conversations where people contact you, rather than you have to sell them on the phone. Your staff end up being customer relationship management people, rather than sales people.
In our hurry to succeed we sometimes overlook the opportunity to engage first and sell later. Marketing works best when it’s anticipated, and the person on the other side of the interaction feels like they have had a hand in the result.
How Do You Segment Your Audience?
I can't help everybody. But if you are selling your own digital or physical products, or courses online that creates a positive change in your end customer life and you need help identifying your blind spots to launch, automate or grow, I can help you.