Ahh the perfect customer; the holy grail of the business world. The kind of customer that keeps coming back for more and just can’t get enough of you. They respect your knowledge, trust your experience and get it that quality may cost just that little bit more.
“Well, you get what you pay for, right?” they say, nodding in an understanding way.
Sounds too good to be true, doesn’t it? Now imagine you have several clients just like this. How much easier would your life be? But getting your hands on that perfect customer can seem like an endless quest of fruitless marketing activity and reliance on word of mouth.
I’m going to let you in on a little secret. It’s not that hard (if you know what you’re doing).
Let’s take a look...
Who is your perfect customer?
Your first port of call is to work on segmenting your customers so you can start looking at them individually, rather than as a whole.
Here’s an example: your occupation is river surveying. You measure water levels (or as it’s officially classed, “hydraulic modeling”). Your focus is prevention and flood control. So you want to find clients who will benefit from your wealth of experience in this niche arena.
You must get back to the basics of understanding your clients’ needs before you can discover your perfect client. Sounds like a bit of a cliché, eh? Maybe, but if you get this part wrong, you may as well set fire to your hard-earned cash!
You need to dissect each individual client through their needs, and you can start to easily identify these segments:
- The profitable client
- The long-term client
- The pain in the rear client
- The niche player...
...and the list continues! But by doing this, you start to understand what each customer type is looking for. You can really drill down into what the best target group for you is and then do just that, target them!
“So Elaine, I have all my customers nicely segmented...What do I do with them now?” I hear you ask.
Well, by identifying the core needs of your clients you can start to plan your marketing communications and content specifically for each target customer group. So everything becomes a lot more focused. You’re not just sending out a scattergun message and praying it’s going to stick to someone.
Just think about how you can be drawn into something that attracts you, or perplexes you. It’s because it seems to speak directly to you! Imagine surfing YouTube and encountering a video showing how planting mangrove forests protects the coast from wave erosion ... Catches your attention, right? This is marketing communication at its best: targeted, emotive and compelling.
Basically, the message is specific and you paid attention. Remember, we said you survey to support flood control. Get my drift?
Focused Marketing Communications (MARCOM)
Now that we know the “what” and the “why,” my next month’s post will get cracking with the “how.”
We will drill down into the specifics of attracting the right audience so you know exactly what your next customer-attracting move is. Here’s a little taster of what’s to come:
To reel in your perfect customer you need to understand your segmented customer groups, or “campaigns” you wish to pursue. Honing your MARCOM to one or two specific groups is the key for improved lead generation and winning over your perfect customer.
Here are three key rules to follow:
- Use several different marketing tools or channels and make sure your key messages are integrated throughout. For example, using online “attraction” portals or mediums like LinkedIn or Twitter to tell the story, but with similar messages in press articles, on boards at shows and via direct mail outlets.
- Let out your inner storyteller. People switch off to “feature” oriented marketing communications. You have to connect your audience with a story to make it stick.
- Be timely and consistent. You can’t just write an epic article, push it out to the masses, then retreat, never to be seen online again. A key ingredient is to make your marketing communications timely and consistent to build engagement. This will have a big impact on your lead generation.
You’re now a step closer to attracting your perfect client. Congrats!
Read next month’s article to get the full lowdown on how to take your newfound customer knowledge, funnel it through perfectly planned MARCOM and see those ideal leads rolling in.
You won’t look back, I promise.