Online marketing is all about making sure you have a sensible plan for linking your activities together. There are lots of techniques and thousands of pages of advice out there to help you build traffic to your website and grow your business. But it all comes down to a single, simple strategy...give your online marketing activities a focal point - you can think of this as your marketing 'hub'....
Who is your customer?
Successful marketing is about understanding your target market (i.e. your customer) and meeting their wants and needs profitably.
To make your marketing effective, you need to have a clear idea of your ideal target customer. This description is sometimes known as a ‘customer avatar’.
If you plan to sell to individuals, how would you describe them?
Describe them by gender, age, marital status, occupation, income, location, how many children they have and anything else that may be useful.
If you plan to sell to businesses, think about company size, sector, location and what sort of person in the business you are targeting (Office Manager, Accounts Department, Managing Director etc).
Think about the things that affect their buying decision: what, when, how and why they buy.
- Describe your market and the characteristics and size of each market segment; what are the key market trends?
- Describe your ideal customer. Are they individuals or businesses? Consider age, gender, shopping habits, social etc. For businesses, consider size, industry, location, job title etc.
- Where are your customers based?
- What prompts or motivates your customers to buy your products or services?
- What might trigger a potential customer to think of you – this can help you think about where to do your marketing and the message you give.
- Have you sold your product/services to customers already or do you have customers waiting to buy? If so, try and describe them in detail.
Think about the profitability and sales potential of different groups of customers (known as market segments) and of different products or activities.
Draw them on a target!
It can help you to think about your ideal customer by categorising them into good, better and ideal…just draw a circle and write the ‘types' of customer down.
For example, if you are running a restaurant, your types of customer may be described as students, young couples, middle aged men, retired couples etc.
Once you have described them, you can ‘plot' where they appear on your ideal customer target…which ones are the best?
Then produce a detailed customer avatar…
Once you have a clear idea of your different target audiences, think about each of your customer ‘types' and produce a more detailed customer ‘profile'.
You should include information such as:
- Marital status
- Level of education
- Annual salary
- What books they read
- What websites they like
- What their challenges or pain points are
Mark Woodroof is a qualified marketing coach who was awarded a BA(Hons) in Business and a Diploma in Marketing (from the Chartered Institute of Marketing) in the early 1990's and has spent the last 20 years working with private and public sector organisations.
During that time, Mark has worked with hundreds of business owners helping them to grow their businesses, launch new products and services, set up and manage their own marketing plans, websites and digital marketing strategies.
Today, he specialises in Digital Marketing, Social Media, WordPress Development and marketing automation systems such as ActiveCampaign & Infusionsoft.
Mark's areas of expertise include:
- Marketing Strategy & Planning
- Software Development Project Management (Microsoft.Net & Laravel)
- Customer Relationship Management Systems (Infusionsoft, Zoho & Insightly)
- Web Design & Development
- Digital Marketing Campaign Development
- Mailing List Services (eg AWeber, Mailchimp)
- Traffic Generation Strategies & Tactics
- Sales Funnels, Squeeze Pages & Online Conversion
- Customer Value Optimization
- BA(Hons) Business Studies (University of Portsmouth)
- Diploma in Marketing (Chartered Institute of Marketing)
- Level 5 in Coaching and Mentoring (Chartered Management Institute)
- DigitalMarketer Certifications:
- Certified Content Marketing Specialist
- Certified Customer Acquisition Specialist
- Certified Customer Value Optimization Specialists