Whilst there are many ways that local businesses can compete against the big spending, heavily promoted and branded monsters, without breaking the bank, some are more important than others.
It’s pretty much a law of marketing, that not all customers are created equal.
By finding and winning over customers who are either closest physically and ideally are the closest match to your ideal (most profitable) customer, your online marketing efforts will create the best results for your business and the biggest return on your online investment.
In this series of specialised tips for local businesses, we explain what that means, how you can do it and how to profit from it. Our first ‘tip’ launches the series and is a bit longer than most, so bear
with us, if you want to prosper online, start here.
The first and most important thing you need to do, really its Marketing 1.1, is to work out who your best customers are. If you do this properly, you can target and focus your online presence and
marketing to create appealing content and compelling offers to captivate and retain your best customer base, without overspending;
– your local customers in the case of a physical business
– your ‘tribe’ of best aligned customers in the case of a virtual business.
Let’s be honest about this, even the brand giants spending millions every year, do not try to market
the same way and with the same message to every possible customer. Instead they break the customer base down, targeting their many different customers in different ways. As a local (or virtually local) business it is vital that you spend money attracting only those customers who will
– profit your business and
– when you provide excellent service, will use your service time and time again
Here are the top 5 questions you must answer before marketing online;
1. Who are my top 20% most profitable customers?
2. Where do they visit online?
3. What are they looking for?
4. How can I appeal to them?
5. What makes them buy?