These two questions will forever be important to the lifeline of your marketing and general business activities. More often than not, this is hit or miss for small business owners. They either wing it and play it by ear or they see it as too tedious because they think they already know.
Let’s start with who?
How do you create marketing messages (and any communication for that matter) for someone without first knowing who you’re talking to? When I was a technical communications student, my technical writing professor encouraged us to be thorough and intimately interested in knowing who we were talking to before we even started writing. She was downright adamant about it. In fact, she didn’t even want to see our writing without a thorough breakdown of who we were writing to.
As a marketing consultant, for each and every project, whether it be social media management, business coaching, or managing a marketing project, the first thing we do is create a clear profile of the who-and sometimes there’s more than one who in your customer profile.
As you capture the essence of who (however many there are), you will be able to learn their patterns, needs, desires, problems, and where and how to reach them.
This is more than good practice. This will make the difference in your return on investment for the marketing dollars you spend and this will most certainly make the difference in your ability to create profit-bearing services that your prospects and clients really want and not just what you think they want.
Where does your business come from?
Oftentimes, I come across small business owners who are somewhat resistant to the newer marketing methods like pay per click advertising and social media marketing, but are plunking down a couple of thousand dollars on marketing/advertising mediums like yellow pages, radio ads, and some kind of flyer-but that’s not the biggest problem.
The problem is that when I ask, where does most of their business come from-they usually don’t know.
Don’t let this be you.
Knowing where they’re coming from helps you to do more of what’s working and less of what’s not. Sometimes you’ll need to re-purpose your marketing and advertising budget to get closer your real prospects. If you’re not tracking, how can you do that?
Think of this as following the money trail. Become a stalker of who they are, where they’re coming from, how they’re accessing your business, who’s spending the most, and how to get more of them.