So, you’ve built your marketing strategy. You have great content lined up. You spent top-dollar on the landing page copy. All systems are ready to go. Do you spend the big bucks, blasting all of this out everywhere you can? Or, do you try to target your audience, and avoid those who aren’t interested in what you have to offer.
Sounds great, doesn’t it? The idea that you could focus in only on people that would make good leads. Well, it’s completely possible. More than ever, we have the tools and resources to know exactly how and where to market our message.
Facebook has a mind boggling amount of users, as does YouTube. What Facebook does really well though, is aggregate loads of user data. Just with Facebook alone you could at least get advertisements in front of only interested parties. But even if you only want to pursue Facebook advertising, there’s still a few things you’ll need to do first.
Create A Buyer Persona
Creating a buyer persona should be step 1 in crafting out a plan. This is where everything starts. A buyer persona is a fictitious character that’s representative of your ideal prospect.
When you figure out your buyer persona, build out an entire “character sheet” for them. What age is your average customer? What do they do for a living? How much do they make? Do they have families generally?
Know Your Audience
If you need to, comb through your records or recall past customers. If you have the opportunity, you could even reach out and ask a past customer some questions. Do whatever you can to really know who it is you’re going after.
Anticipate Their Needs
If you offer a service, think about what the steps are a prospective customer might go through before discovering they need you. If you own a lawncare business, think about what people around you might be asking Google and the rest of the internet. Be where the customer is going to be.
Know Where They Are
Figure out where your customers are going for information. Is your customer-base active on Twitter or Facebook? Are your customers active on Instagram? This goes hand-in-hand with anticipating a customer’s needs. Wherever your customers are or where they go, that’s where you want to be.
A lot of people will make a first stop to Facebook and make a status update asking a question. While you won’t be able to watch every person everywhere, when the opportunity presents itself; get out there! If someone you know on a social network is asking a question, answer them! You could pick up a new customer right there, or, someone could see that comment string down the line and remember your name.
It’s also important to know where your best leads are for the sake of advertising. If it turns out not a lot of your customers have Facebook, you probably don’t want to spend a whole bunch on ads there.
Identify the Different Types of Customers
Once you have one buyer persona nailed down, do one or two more. Chances are pretty good you have at least a few different types of buyers. Maybe you have commercial and residential customers. Maybe you have some customers with larger budgets while some stay more entry level with their services and products.
Identify different buyer personas and figure out where they come from and where they go for information. This is another time where reaching out to past or current customers can really come in handy. If you do decide to reach out to get data, keep your conversation quick and on-point. Come up with a quick list of questions that will help you the most in building personas.
Measure the Success of Your Efforts
Figure out your course of action, set a budget, let it run and then see how you did at the end of a period. Keep as much data as you possibly can. What ads did you run and where? What content did you post? How many people saw the link to your landing page? How many people visited your landing page? How many people completed the action on your landing page? Go for shorter runs, maybe a couple weeks at a time and see how you do. Make small tweaks in one area at a time to see if it makes any changes and keep adapting.
It’s a new age we’re living in, it’s possible for us to get more information than ever. You can use this to your advantage and kill it with your marketing efforts. Or you can let these golden opportunities pass you by.