“The aim of marketing is to know and understand the customer so well the product or service sells itself” PDrucker
Last week the inspiration was that it was the businesses job to be memorable for the customer not for the customer to remember the business… well today’s perspective is equally important.
Here’s the scoop. We live in a really cool era of marketing. Unlike 15 years ago when we placed an ad in the Yellow Pages and hoped for the best, we now have control. It’s very “easy” to place an ad on Google so when a customer is looking for product they can find YOU. FYI, I say “easy” in quotations, because you do have to have some skill to do this task, but the concept is easy.
Now… what about the reverse, what about when you are looking for customers. Facebook is a valuable resource to target a tiny niche! This is the coolest part of marketing to date. BUT… and I caution.. BUT, you need to know your audience.
We offer a boat club. It’s a great way to enjoy the lake. You buy a seasonal membership and gain access to the boats in our fleet. It’s a wonderful way to boat frequently without having to buy a boat.
Here’s the deal, in terms of knowing and understanding your customer… a few years back you’d place that ad in the Yellow Pages and anyone on the planet would see it. Now, you have the ability to place an ad on Facebook… but trim down your audience to geographic area, gender, age, hobby, kids, etc… imagine if you could have a Yellow Pages for Women 28-35 years old, that live within 10 miles of your business, that have elementary school age kids that have a magazine subscription to your industry leader. YOU CAN!!!!
It’s like being give the best gift on the planet for marketing. However, if you do not really understand your customer you’ll have an issue. You will waste your money, quickly. You need to understand what they want, what they like, and who makes the decisions. Because, if you target women and actually the man is doing the shopping… you will miss out on a whole lot of success.
Start asking new people how they found out about your business and track this information, also take time to analyize your current customer base. Really learn where they’re from, what their age is, and who is in their “family” — this is a great start and as time goes on you’ll start to discover what messaging to use. This is an important part of how marketing works these days!
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Infinity Marketing Machine
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1- Take one profit center from your business and define your ideal customer… what is their age, town they live in, gender, family status. Then go deeper and figure out if they’re the decision maker and what hobbies they have — this will help you scale down your ads – especially for Facebook!
2- Install my free app! (SmallBusinessClubApp.com)
Listen to Episode #275 of the Two Minute Commute audio blog Podcast
Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!