An astonishing number of businesses make the mistake of pouring precious effort, time, and capital into social marketing campaigns without a target market in mind. Throwing mud at the wall may yield some results but, with that approach you’ll marketing to people who will never buy your products. Creating an effective social marketing strategy means identifying and understanding your ideal customers.
Who are your customers?
Many business owners will be quick to answer that question with, “Anyone who pays us!” With a little more marketing shrewdness, you might answer, “45-55 year old women, who are mothers of 2+ children, who cook meals at home.” This is a better answer but, it still leaves some critical questions unasked.
How well do you know your customers? What stories do they tell themselves? What pains them and how can you relieve some of that pain? These are the questions you must answer to identify your ideal customers:
- What benefits are they seeking?
- Where are they spending their time?
- What problems are they desperate to solve?
- Whose recommendations do they trust?
- How do they prefer to buy?
- What are the most important benefits to them?
- What are the most pressing needs that your product or service satisfies?
- Who are your competitors?
- Where is your customer when they buy your product or service?
- How does your customer make this buying decision?
- When is your customer buying your product or service?
By probing for these answers, you will develop a clear picture of your ideal customer and that picture will help you design an effective social marketing strategy. Your marketing will come across as an answer to prayer rather than an intrusion in their news feed.
Defining your ideal customer will not guarantee a slam-dunk online marketing campaign but, not knowing what your customer responds to will guarantee a great deal of frustration on your part.
If you need help answering these questions about your customers or even getting customers, drop us a line. We’d like to chat with you.