5 Marketing Hacks To Attract The Perfect Customers
Jump Start Your Marketing: Part One
In this 3-part series, we will be discussing how the successful entrepreneur approaches potential customers through marketing, including a quick start guide to marketing, and some of the most effective hacks for realizing results from your marketing efforts.
You have eliminated the obstacles inhibiting your entrepreneurial skills. You are working hard at creating value for customers. But no matter how hard you work to create the best content, products, and value proposition, if your potential customers never see them, they cannot produce results. The best content marketers are successful, not simply because they create the best content, but because they market the best content to the right audience.
The best content, if never seen by the right audience, accomplishes nothing.
Biohacking Entrepreneur focuses on providing the most effective techniques, strategies, and hacks to maximize potential and accomplish the most with the highest ROI of time, energy, and money. By the end of this marketing series, you will have a firm understanding of the role marketing plays in your business, where to focus your marketing efforts to see the most results, and a few of the most effective hacks to improve the impact of your marketing strategies.
In today’s post, you will find:
- The importance of defining your perfect customer and how to do so
- How to use your “perfect customer” profile to develop your marketing plan
- 5 marketing hacks to make you more effective at attracting perfect customers
3 Important Reasons You Need to Build a “Perfect Customer” Profile
- Your target customer will determine a large portion of your company’s direction
Your company provides a tech service that has a wide appeal. You have determined, based on market opportunity, competitors, etc. that your service would be of great use to individuals, as well as large corporations; young professionals, as well as millennials.
If you focus on large corporations, you would be able to set your initial price point much higher, although you anticipate getting a smaller share of the market.
If you focus on young professionals, you may set the price point lower, but your market research has shown there is much less competition and you project quicker adoption and higher sales.
And your target customer does not merely affect price. Will you focus the majority of your promotions on social media, LinkedIn, direct mail, or another platform? (suggestion: don’t focus on direct mail) What aspects of your product will you develop and promote the most? Will you distribute your offering through a brick and mortar establishment, or solely through web-based applications.
Takeaway: recognize that your perfect customer is not simply determined by who will benefit the most from your product or service, but who will also provide the most feasible direction in the following for your company:
- promotions (platform, language, and focus)
- product (development and packages you will provide)
2. You (most likely) can not target everyone
Ideally, you could produce targeted marketing directly to all of your potential customers, but this is often not the case with an untested idea or a small startup.
Plus, even if you had the personnel and resources, you most likely would not want to start a new offering or business with such a wide focus. Focus on developing the greatest strengths. Would you rather build a reputation as an adequate jack of all trades, or as the provider of an excellent, very specialized service and/or product?
Would you rather be known as an adequate jack of all trades, or as a specialized brand providing excellence? Target your perfect customer today.
3. Marketing is NOT ABOUT YOU
Many marketers approach their value propositions in a way that is backwards from success. They focus on telling potential customers what they do, how they do it better, and then tack on a call to action. We share more about this (and the proper way to build value propositions) in our post on building a personal development plan.
Do not sell what you do. Do not market what you want to offer.
Sell your customers what they do. Market the products and services they want to buy.
Takeaway: Show that you have a solid understanding of their needs and that your goal is to meet those needs. Focus on answering the question “what will the customer get,” instead of “what does my company do.”
3 Important Questions When Building a “Perfect Customer” Profile
Besides the considerations we already listed above (price, promotion, product, and distribution), we have compiled three questions you must take into consideration when filling out a “perfect customer” template.
- Who would benefit the most from my product/service?
Resist the urge to answer this question with “everyone.” You may believe you have the perfect product for your market, but you need to focus your attention on convincing skeptical decision makers of that fact. In order to create a “perfect customer” profile and be able to promote the most effectively, you must get very specific.
Create a list of those who have the greatest need, or will realize the greatest benefits from your offering. Include age, demographic, income, etc.
2. Who can I serve better than the current competition with my product/service?
Is there a gap in the services/products offered by the competition, or a potential customer group they are overlooking? Turn this into an opportunity.
*tongue in cheek* The only market you can jump into without distinguishing yourself from the competition and still be successful is the craft beer market, but that market breaks all economic rules, so we would not recommend basing any business models on it. Where else can mediocre supply rise so quickly, yet demand continues to keep up?
3. Who is most willing to receive the benefits of my product/service?
Your offering may very well be the best thing since sliced bread for a particular target customer, but if it will take you months of brand evangelism and marketing to convince them, they may not be your “perfect customer.”
This question is most significant in the “startup/new offering” stage. Once you have proven your ability to specialize in providing benefits for a specific group through a market targeting strategy and have turned that market into brand evangelists, you can add and develop the resources necessary to allow you to provide the proper attention and specialization for multiple target markets. At the beginning, however, focus on the following:
- Who most recognizes their need for this product/service, or recognizes the need for improvement in the currently available options?
- Think about the problem your product/service addresses. Who is impacted the most by this problem? i.e. Who has the most to lose by not addressing this problem?
- Who do I, as an individual, connect the best with? While this should not be the largest factor when developing your market targeting strategy, your ability to relate and connect with your potential customers will definitely impact the effectiveness of your marketing.
Check out a “perfect customer” template for more criteria you should include when describing your “perfect customer.” Demand Metric has an incredibly thorough list of descriptors and a great example “perfect customer” profile.
Print a template, ask yourself these 3 questions, and write down the answers. Absorbing this information will do little to improve your marketing if you do not actively apply it.
How Will My Customer Profile Affect My Marketing Plan?
We have already touched briefly on how your targeted “perfect customer” will influence price, promotion, product, and distribution. Once you have your “perfect customer” profile in front of you, ask yourself the following questions to further maximize its positive impact on your marketing.
Where does my target customer tend to congregate, either geographically, or virtually?
Social Sprout has created an incredible resource on key social media platform usage by demographic.
If you are looking for geographic information, Census Scope provides data regarding race, income, age, education, and industry by state or metro area. Just select the state you are interested in and the different demographics will be available in the menu on the left.
Use this information to identify the best platforms for marketing and the best form of distribution for your offering.
What has to happen in my target customer’s life for them to need my product/service?
Identify how you will be there when they reach that point.
The rule of seven (the idea that you should have seven interactions with a customer before they buy) is one of the oldest marketing ideas, yet the concept still applies today. Although the exact number of interactions is not important, identify how you will engage in multiple interactions with the potential customer before they reach this point.
How does my target customer make purchasing decisions?
Does your target customer have a purchasing director, or are they the sole decision maker? Do they work with a consultant, or compare various options through their own research?
How have they made similar buying decisions in the past?
The better you understand the process they use, the easier you can make it for them and the more involved you can be.
Use these questions to get started on putting yourself in your target customer’s shoes. Map out a day in their life and use this information, not to exploit your market, but to come along side them through your marketing and offerings.
Ready to attract more (and better) customers?
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- Recognize how your target customer will affect other aspects of your company, including:
- Develop a thorough “perfect customer” profile, so that you can most effectively develop your marketing and offerings.
- Incorporate your target market choice into your marketing plan and business development
In the next part of our Jump Start Your Marketing series, we will be sharing tips regarding qualifying, targeting, and segmenting your customers. Subscribe below to receive the latest marketing tips and hacks for entrepreneurs.
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