This is a series of posts to help you supercharge your marketing in less than 30 minutes a day.
Day 1: Finding More of Your Best Customers
If you are an existing business, think about your favorite customers. They are the ones who are:
- enthusiastic about what you are doing.
- willing to pay a fair price.
- easy to deal with.
- These customers are likely to be the most profitable and also most likely to recommend you to others. Recommendations and positive reviews drive anywhere for 20% to 50% of sales.
Many businesses do not focus on specific customer groups. This makes it hard to stand out from competitors and also is expensive. A unfocused approach also means that you end up with customers that are not a good fit. These customers tend to require more time since they are not truly satisfied. Taking a step back and spending time with current “best customers” helps you formulate your focus for new customers. This process can generate big results. Getting more customers like your best customers will make your life better and your business more profitable.
It is a bit harder if you are a new business. You are going to have to take an educated guess about who your best customer might be and test your theories over time. There is a good chance that you will be wrong with your guesses. Sooner or later, you will find a customer that just works. You will have to repeat this process a few times until things start to click.
Here’s an example for a fictitious rock climbing gym (“Joe’s Rock Climbing Gym”) that is already in operation.
The gym manager finds that their best customers are children and their parents rather than adults. They tend to come back more often and sign up for longer term memberships. The parents pay so they are important. The kids are important also since they influence the parents. Joe’s Rock Climbing Gym needs to appeal to both groups.
The manager should start thinking about how these customers talk about the rock climbing gym. Listen and write down the words that they use when they talk about the business. Even better, ask the best customers a few quick questions.
- What were they looking for?
- How did they find out about you?
- What other options did they consider?
- What was the #1 reason that they chose you?
You should end up with something like this.
Parent: Jane is in her early 40s, lives in Lincoln RI and is relatively affluent.
- Interested in healthy activities that kids can do year round.
- Wants to help build her daughter’s confidence.
- Tried ballet and gymnastics.
- Her friend mentioned it, look up via Google and came in.
- Loves the hip, inclusive atmosphere.
Kid: Jill is age 14 and goes to Lincoln High School
- Loves climbing and likes challenges.
- Not too much pressure.
- Lots of time to hang out with the other kids.
The next post will focus on how to use your competitors to grow faster.