Who Do You Think You’re Talking To?
Marketing your business is important. Getting it right (or wrong) can make or break a business.
You probably know that.
Strong marketing, targeted well, and aimed at the right people can really make your business fly.
But there’s a problem. You can’t just market to anyone.
Marketing needs to be targeted, it must speak to your ideal customer, and it absolutely has to be relevant to them. If it’s not, they won’t even notice it or pay any attention.
So “who are you talking to?” and “why would they care?” are two very important questions that you should ask yourself.
We want to talk to you about Avatars.
<Insert image of Avatar the film>
No, not that one. This one.
<Insert image of grey man>
Knowing your customer avatar (or persona) should be at the root of your marketing.
… let’s tell you a quick story.
Jim set up his business because he wanted to be his own boss and hew really wanted to do what he loved all week long and get paid for it.
Jim loved landscaping but he wanted to do it for the customers directly and be his own boss, rather than work for the construction company he’d been employed by.
So Jim set up his business and started getting customers. Some would come back, some wouldn’t, some would refer him, others wouldn’t think to do it. Jim’s business was growing though and he quickly realised that he was now not a landscaper – he was everything! Yep, Jim was an administrator, finance bod, marketing person, sales manager, project manager – the lot.
… And it was fair to say he wasn’t great at ‘everything’.
He quickly realised that he was forgetting to follow up on leads and enquiries and when he got his wife in to help him, she didn’t know where to start.
He had no system – it was in his head and on scribbled on notes in his van.
Jim needed help. Jim needed a CRM.
Jim needed to have a handle on all his leads, enquiries, outstanding quotes, and current customers – and he needed a really simple way to manage it all from his smartphone while his wife covered the calls, payments, and bookings from their home office.
When his business grows more, he’ll take on more people and they’ll all need to access the CRM too.
Does that story sound familiar?
Could you be Jim? Not the landscaping part perhaps, but the rest of it?
We’d like to think that you can resonate with Jim as we’d like to think that at some point you were like Jim or maybe you still are.
We know who we’re marketing to.
Most of our customers are SMEs or start-ups who need help with a system that keeps them organised and on top of their business. They need a tool that will grow with them and integrate into their marketing and accounts systems.
We help small business owners stay on top of busy businesses.
Why did we tell you that?
Because you need to write your story for you customer.
- Who are they?
- What do they struggle with?
- How can you help them?
When you know that, write your customer story and focus on it. Then, and only then, will you be able to write content and marketing for them.
Work on these key areas:
Define the traits…
Next work out what traits your customers have. How old are they? What level of education do they have? What do they enjoy doing – and what turns them off? Think about politics and religion too and try to work out what exactly makes them tick.
It sounds ridiculous but naming them makes them more ‘real’ and you can really write to them and create adverts and marketing for them. We used Jim as one of ours. Of course there are more than one. You could use Charlotte. Whatever works for you.
How do they behave…?
If you know they’re sporty you can use sports metaphors and analogies. If they’re highly educated then you’ll want to reference the right articles and thought leaders. If they’re busy people you’ll want to get to the point about how you help them, very quickly.
What causes them pain…?
This is a big one. What’s their problem? What keeps them up at night? How can you fix it? How does this problem make them feel, and how can you help them feel better? Pain and feelings are a big buyer decision maker.
Where are they…?
Are they digital? Are they offline? Are they a reader or a watcher? Are they a combination of both? All this will determine how you create marketing for them and it will really help you find the right prospects for your business.
Other deeper points…
If you wanted to you could also add in hobbies, music choices, fitness, relationship status, children, entertainment and hobbies, and business sector.
And then write your story. Get to know your avatar and really understand what makes them tick. If you already have clients and then ask them or work out why and how you helped them and what it was specifically about them that helped you both to connect.
Getting your avatar right is essential and something that many will skip or not bother with.
If you don’t know who Jim is, how are you going to market to him?
If you need help with this or simply need a system to manage all the leads you’ll get when your marketing hits home, just give us a shout.
We can help you.