Your Ideal Customer & Business Goals
1. Goals: What are you trying to achieve?
Frame this in terms of business goals and how they impact the bottom line. Typically, it boils down to three goals:
Acquire new customers
Grow existing customer revenue
2. Target Segments: Who is your ideal customer?
How to Identify Your Ideal Customer
The key to any good marketing strategy starts with speaking to the right people. Identify your ideal customer with four simple questions. Then bring them to life with this checklist.
Now that we know our goals and who we’re targeting, we can determine which of the below tactics will be most effective to reach them, along with the creative and messaging that will resonate with them.
Utilize Your Content Marketing Strategy
Content marketing is all about creating content that provides value to your audience.
It’s not about selling your product or service, but rather about providing information that is of interest to your audience. Content is typically educational, informative, or entertaining, and usually comes in the form of blogs, social posts, eBooks / whitepapers, or videos. Some examples of content marketing include:
A construction or renovation company may provide a blog series on home upkeep that should be done each season
A hair salon may create how-to YouTube tutorials for hairstyles
An accountant could create an excel template for small businesses to project their cash-flows
Think About Your Social Media Strategy: Organic Social Platforms
How to use social media marketing to grow & promote your business
Marketplaces, Business Directories & Partnerships
Let’s face it, some businesses just don’t have the time to invest in marketing, or the expertise to do it well. And your time is likely better spent on your core business. That’s where marketplaces can help sell your business for you and bring leads right to your door. A few to try: Chamber of Commerce directory for Professional Services, ClassPass for Health & Fitness businesses, and Kijiji and Groupon for all industries.
Don’t be afraid to get with the times! Reach out to a social media influencer or online company for potential product reviews, collaborations or partnerships, they worst they can say is no! Lastly, there are Facebook groups for literally everything!