to know them, is the capability to learn about them, manage your creative marketing for reaching out to them, and sending a communication message which is relevant for their needs.
If it took you three seconds to read the headline and the subhead above, that is about as much time a prospective customer will give you to connect and consider buying your product. If your prospect did not leave in the three second limit, maybe with some hesitation, then the message was relevant for that prospect.
The ones that left in one second or less, moved on quickly, and unfortunately for them, they will miss a must needed solution they would have enjoyed.
But wait, there’s more distractions.
For example, you walk in to your favorite pub, and the place is packed with people talking and cheering on their favorite basketball team. There is a lot of noise. Hundreds of conversations are occurring simultaneously while watching the game on a variety of wide screen televisions
The only conversations that “connect” are mainly between people sitting in chairs by a table. This is a group of people that know each other well, standing very close to each other and still shouting at the top of their lungs.
What does a marketer see in this situation?
The marketing game of please pay attention, is simply “I have what you want.” Hello? Attention, attention, is anyone listening? It’s a fight a small biz can never win.
The prospect, back home, checks their smart phone to see what a few friends are doing this evening. As the prospect move from one post to another, suddenly a video advertisement appears, and last for 15 seconds. Finally, the ad is over, and the prospect moves on to Facebook or another social channel. As the prospect starts browsing, a video commercial butts in, and holds the prospect captive for 10-15 seconds.
No matter how you, small biz owner, slice it or dice it, it is only to get worse. You can’t get rid of disruptive advertising. For example, try moving to another site and return to Facebook, the ad starts where you left it. It’s frustrating and even the company who placed ad, did cut in line, without permission, may lose a customer.
What must a small biz use in advertising?
- What a small biz must do today is to create attention,
- within a few seconds or less,
- eliminating any purchasing barriers,
- and to increase their capability to attract and connect with customers.
“Bennies” as I call customer benefits, will cause a hesitation. Next, providing an answer for a potential customer question is, “what’s in it for them?” Product features are usually the glamor of owning a product, but the “bennies” always add up in the bottom line.
Look at your potential “customer profiles.”
Certainly, you have updated and defined a variety of customer profiles. If you answered no, now’s a great time to start.
Remember, when you work with customer profiles, keep it simple. Put customers, anyone who has purchased into one group and the other prospective group who may still purchase, now and again. Getting back to the “bennies,” they make a wonderful segment within a customer profile.
Speaking of segments, they can be something as simple as male or female, geography, age, occupation, and anything specialized for the use of your product. Also, use whatever simple product characteristics stand out across all contacts. Customer profiles are a familiar strategic approach used for quite some time in direct to customer marketing.
“Why do I need to do this?”
The key word in this post was “connect.” You need to connect with customers and potential customers with a message relevant to their needs. This is a great recommendation for creating segments, customer and prospect profiles, added to direct marketing and customer advertising for better results.
What are the buying traits of your customers?
Here’s four to start your thinking process.
- The best buyers purchase at specific intervals and are usually found in the top twenty percent of purchasers.
- Occasional buyers who are familiar with your product.
- Prospect/Past Customer. This is a tough one. Build a list of ideas to test for a re-connection
- Someday/Maybe prospects. Hopefully, the smallest list of four, but buyers do change.
Look carefully into each contact and try to determine how the original connection occurred? What channel did you or they use to connect? Was it email, social media, direct mail, web site or face-to-face? Within a segment? Customer profile?
Go back to the pub. People who know each other, will talk to each other. They increase their volume to deliver the message no matter how loud the other conversations may be. Think Multi-Channel for future marketing campaigns. By using more than one channel, there’s a better likelihood to reach more customers.
Learning more about your customers and upgrading their profiles accordingly may give you a much-needed boost in sales. Hard work does reward us on occasions and when it happens, the feeling one receives is well worth it. Plus, we get more information about prospects and customers.
Learning and Coaching –
Thanks for reading. Questions?
Mike Deuerling, aka MarketingDoc
Marketing Communications Group, Inc.