Understanding, Acquiring and Converting New Customers
First thing’s first, one of questions that I hear most from customers is this, “What channels should I be using to attract more customers and how do I go about doing it?”
If you’re a business owner or in a marketing role that requires you to be generating and converting new leads, your biggest challenge can be just that! So how do you overcome this challenge? With a blueprint that cannot fail…
The answer is contained in this cheatsheet that we put together at BaraBuzz. It’s a quick reference guide to the key steps we take (and we encourage customers to take) to acquire new leads and convert those leads into paying customers.
It works and it’s free to download!
Moving on, understanding who your ideal customers are allows you to easily qualify prospects, attract the right customers, and make more sales. When you know and understand your ideal customers, you know what to offer them, how to speak to them, and how to best reach and serve them.
There’s also a second advantage. When you understand who your ideal customers are, you automatically understand who you’re business is NOT for — thus, saving you from wasting time, money, and energy. A business does not serve every single possible market. “If you try to be everything to everyone, you won’t be anything to anyone.”
Understanding Your Ideal Customers Forms Your Marketing Approach
Check out this advert for the BMW 7 Series. Who is their target audience? Who are they appealing to?
Answer: Affluent adults who value luxury.
BMW doesn’t want 17 year old kids walking into their dealerships, because 17 year old kids can’t afford to buy a £35,000+ car (unless their rich parent is buying it for them.) So, BMW doesn’t use language or visuals that speak to 17 year olds — they market their product in a way that speaks to affluent adults who value luxury cars.
Knowing who your ideal customers are allows you to attract more of the right customers, easily qualify prospects (and not waste time with the wrong ones), close more sales and make more money.
What Kind of Customer Information Should You Gather?
So what kind of information do you want to know about your customers? Here’s a good place to start:
- Income range
- What websites they read, and social networks they use
- Values: what do they care about?
- Problems: what do they need?
- Desires: what do they want?
- One burning question they are trying to answer
- One obstacle they are trying to overcome
With this kind of customer information, you can now make informed marketing decisions. You now know how to speak to your prospects and customers, what to offer them, how to write compelling website copy, what keywords to target in your search engine optimization (SEO) and pay per click (PPC) marketing, what locations to target in your Google AdWords and Facebook advertising, and much more.
How do you get this kind of information?
- Talk to your customers: Ask your customers questions, listen, and collect their responses. Collect the questions they ask, their feedback, and record the wording that they use.
- Quick Survey: Create a quick 60-second (or 2–3 question) survey and ask your customers questions (we like SurveyMonkey). Include a reward for 2–3 randomly selected winners who participate, to incentivise more responses.
- From Others: Facebook is not only a great social network, it’s a great tool for businesses to acquire a whole array information from existing customers, thus allowing them to uniquely target new prospects.
Action Step: Write down (in a place you can reference again and again) your ideal customer information. Use the information above as a starting point, but gather as much information about your customers as you feel is necessary, in order to make informed marketing decisions and write compelling copy. If you are stuck, start talking to your customers more. We like to use a free CRM called Hubspot to log communication and information of customers and prospects (this wouldn’t be useful if you’re running something like an e-commerce site).
- Understanding who your ideal customers are allows you to easily qualify prospects, attract the right customers, and make more sales. When you know and understand your ideal customers, you know what to offer them, how to speak to them, and how to best reach and serve them.
- If you want or need to gather more customer information, talk to your customers, send out a survey or use the free tools that are available to you, like Facebook.