We all want more customers, right? But where do we find them and how do we attract them to us?
First of all, you need to know what kind of people are likely to buy from you because there’s no point marketing to people who have no interest in your products or services. That’s just a totally waste of effort (and money).
There is a really simple way to work out what kind of people are more likely to buy from you. Just look at your customer base. They are already buying from you! You just want to find more people like them.
When you look at them however, instead of just seeing generic ‘customers’, try to break them down into categories. We need to use stereotypes here to enable us to form groups and use that information to find similar groups. Not everyone fits into a stereotype I know, but for the purposes of this tactic we are generalising.
So, for example, look at your customer base in terms of age, gender, location, lifestyle, tech take up, hobbies, life stage etc etc. Try to break them into groups who share common stereotypes. It helps to ‘humanise’ these groups by giving them a name.
For example, in the case of a florist, their customer base looks like this:
Customer Segment 1 – Sarah
Sarah is a busy working mum who buys flowers for her friends and family on special occasions (birthdays, Mother’s Day etc) and very occasionally for herself, just because. She either pops in or calls on the phone for a delivery. She is time poor, connects with the florist on social media, doesn’t have much disposable income and is generally too busy, underappreciated and knackered!
Customer Segment 2 – Debbie
Debbie is the MD’s PA at a local business and orders flowers regularly for staff. This might be a special birthday, bereavement or work anniversary. She always orders by phone, uses a company credit card to pay and uses the delivery service. She is not time poor and money is not a worry but she values reliability and value for money – an expensive looking bouquet for a reasonable cost. She does not connect with the florist on social media.
Customer Segment 3 – Dave
Dave calls us or pops in to buy flowers for a special occasion, usually at the last minute! He is time poor, forgetful and busy but is happy to spend a bit more on flowers to make the recipient happy. He does not connect with the florist on social media.
We can see that although they all essentially buy flowers from the florist, their motivations and requirements are very different. No doubt there are more customers segments within the customer base too if we dig deeper.
Now that you understand who you are trying to influence it is much easier to work out where to find them, how to communicate with them and also to come up with incentives and offers to appeal to them. Marketing becomes a considered science rather than a shot in the dark!
What’s more, talking directly to these segments individually will appeal to others who are also in that target but not already customers and they will come to you. So if you send out a post on social media with a discount offer for all busy, working women who want to give themselves a treat, that will attract others too. Or if you send an email or flyer to all local businesses offering a quick and easy service with free, same day delivery and perhaps a loyalty discount after the 5th order, you will appeal to corporate customers too.
Different things appeal to different customer types and by not targeting your messages correctly you risk not being heard by anyone.