You can’t market to everyone. SIMPLES.
How to market your idea (PT1)
This is a follow up to the post ‘How to test your business idea without spending a dollar’ as I had a heap of questions on what you should do next when you have a landing page up and running.
So before we dive into marketing tactics, let’s start from the very beginning, it’s a very good place to start.
WHY I WISH I DID THIS AT GOOGLE
Google has a brand, existing products, a following, and a HELLA lot of teams working behind the scenes. For an early-stage startup or for someone who has a great idea, you don’t know who you are targeting right now and you may need to pivot your idea. You may even end up making money in other ways than you thought and your CUSTOMER may change.
You need somewhere to start.
I’ve tried to use this formula every time. I won’t push out any messaging or marketing until I have done this first otherwise you are going to end up targeting everyone and not really getting anywhere.
DIFFERENCE BETWEEN USER AND CUSTOMER
User — who is going to use your product.
Customer — who is going to buy it.
Simple terms, if a woman who is 38 goes to the store and buys washing powder this is the customer. The user is the male 42 who is doing the washing in the household.
The user may have asked for a specific brand, he’s been marketed to and his friends also use the same brand.
BOTH will have an impact on the purchase decision. You may need to market towards both of them in different ways…
- The male would have listened to friends, seen a TV Ad, seen it during a previous shop and requested it on their next shop.
- The woman would have seen the price of it, she may have seen a discount, and may make a decision not to purchase.
See the difference? You’ve marketed to them differently already.
Now let’s use the scenario for Take1Video.
Scenario 1 — Linkedin Creator: wants to tell the world about their product, educate and entertain through video to engage their audience or potential followers.
- User — The Creator or Creative Team (editing the video).
- Customer — LinkedIn Creator.
Scenario 2— Internal Comms / Corporate videos: an easy way to provide engaging videos with closed captions.
- User — Internal Comms Assistant uses it for editing the Managing Director’s internal videos.
- Customer — Internal Comms Manager or MD who signs off on purchase.
(If you don’t know what I’m talking about – get involved at Take1video.app).
BUT what does this mean to you?
HOW DO I GET TO THEM SO THEY SEE ME!?!
Work out who is your user and customer and where do they go? What do they do? What are their purchase behaviours? What do they read? What social media sites do they use? HOW DO YOU GET TO THEM?
HOW TO DO CUSTOMER & USER SEGMENTATION STARTUP STYLIEEEE
Before you start driving any of your leads to your business, you first need to start with some customer segmentation. This will help you to identify an audience to target (well at least for now). Don’t just make one customer segment, make multiple.
Note: You don’t (yet) have any customers to get data from so make some assumptions.
Drop all of these sections below into a spreadsheet in Column A. In Column B make your first customer or user segment. Call her or him a name if you would like. Even go crazzzy and make three if you want. I’ll be releasing in the next few days what to do next after you have done the process below. It shouldn’t take you any longer than 10minutes.
Characteristics
Job Title
Typical Day
Gender
Language
Region
Age
Highest level of education
Behavioural Patterns
Goals & Objectives
Goals
Motivators
Obstacles
Role in Buying Cycle
Purchase decisions
Marketing
Websites they use
How they find us
What are their interests?
How do they communicate?
Your Product
What do we want them to do?
What are they thinking or feeling?
What are they interested in?
What do you want them to think, feel after seeing your business? Using your product?
Let me know how you get on.
As always, there is a plug. Sign-up to Take1Video.App to make pretttttty awesome videos when we launch. OOOOH YEAHHH.
