When most people are just starting out with any kind of business, they often have the “shotgun” approach to finding (and dealing with) customers.
In other words, they’ll try to communicate with everybody, in the hope that one of their messages will hit the right customer.
For example, you may have heard these phrases (or even thought them yourself)…
“If I can blast my advertisement to a million visitors, I’m going to get at least one of them to buy!”
“I need traffic, and LOTS of it!”
… But the established online marketers know this simply isn’t the case.
Instead of using the “shotgun” approach, you’ll always get a lot more results from narrowing down onto your ideal customers.
The more specifically you can target them, the better results you’ll get.
It really is that simple.
But to do this, you need to know exactly who your customers really are.
Firstly, you need to figure out “what are the needs of my customers?”. “What are their actual desires?”. “What precisely are they struggling with?”.
If you can figure out the answers to these simple questions, you’ll already be one step ahead of most people out there who are struggling online (as they often never think about it).
And if you’re wondering, you can find the true answers to these questions by:
- Typing in “[your niche] forum” into Google.com (obviously replacing [your niche] with whatever niche you’re currently in), then browsing the most popular section of the forum to find the most talked-about issues, problems and topics. Forums are great for this, as these communities encourage free speech.
- Estimated time: 10-15 minutes.
- If you have any kind of email list containing any amount of subscribers, send them a quick survey actually ASKING them upfront, using a free service such as SurveyMonkey.com. If you’re in a “brick and mortar” business, you can even do this by asking them in person.
- Estimated time: 15-30 minutes.
As you can see, this really doesn’t take that long – especially considering it’ll save you many years of headaches and frustration from having a “disconnect” between your marketing and your customers’ requirements.
Then once you’ve found exactly what your customers are looking for, you need to ask youself, “is what I’m currently doing right now actually satisfying my customer’s needs?”
If your answer is “no”, then change your marketing (and even your business) to a method, product or service which actually DOES satisfy these needs.
If your answer is “yes”, ask yourself (or your customers), “what more can I do to keep my customers happy?”. “What can I do to really over-deliver?”.
This is one of the important things that separates the people who struggle in business, from the people who create six and seven-figure businesses easily and routinely.
Then once you’ve matched your methods, products or services to your customers needs, you can increase your results by being even more specific.
Remember, you aren’t marketing to a crowd – you’re marketing to a collection of individuals.
Each one of these individuals has different ages, genders, affluence, ethnicity, personality traits, feelings, wants, needs, dislikes, and more.
In other words, they’re actual living, breathing people – not just numbers.
This is why it’s usually best to aim your marketing to a specific person, or an “avatar” of your average audience.
Offline, this is pretty easy, because you can actually see them on a daily basis.
But online, we often have a bigger problem with picturing our average customer and relating to them, as we only see what goes on virtually, via the Internet.
So head over to Quantcast.com, type in the web address of the most popular website in your niche, and scroll down into the “Demographics” section to find out your audience’s average age, gender, feelings and other factors – and have an image of that person in your mind.
Whenever you speak to your customers, that’s the person you’re speaking to.
This will make your audience able to trust you more easily (as they’ll feel as though you’re talking directly to them, and you actually understand them) – thus increasing the amount of positive results you’ll get.
It’s all about creating that empathy between you and your customers.
If you can do that (using the methods I’ve outlined in this blog post), you’re on the first step to the road to success.
From the on, it’s all about having regular contact with your customers (emails, blog posts, and more), and improving your business through constantly gathering feedback (both positive and negative).
- James Francis.
P.S. Do you do any of these things yourself? Or have you learned something here? Leave a comment below!