On a search for information about local events, I found website after website that hadn't been updated since 2010 or earlier. My frustration mounted with each useless result, especially since I knew the businesses and organizations in question were still operating. But clearly they had no pride, no commitment to their customers or clients and no realization of what it means to let a...
Know Thy Customer
Submitted by Annie Card Creative Services on Thu 9/29/11 9:28 am
Whether a new business or a long established one, many business owners and managers don't know who their customers are.
Sure they may know customers by name, but they haven't fully considered why they have these customers, how to keep them and how to get others.
Knowing your target audience is critical for growth. This means really understanding exactly what you do, how you are different from your competition and all the ways you can solve your customers' problems. Knowing who and how you can help is the key to building an effective marketing campaign.
- First establish who you are and what are the goods and services you provide, including such things as "on-time," "owner-operated," "We bring samples to your home or office," etc. This list should be very detailed for your reference.
- From here make a list of the problems you can solve for your customers.
- Where, geographically are your customers?
- Examples of industries you serve, including specific companies if you have their permission to disclose.
You've begun the list, now keep it handy-- on your i-Phone or a notepad. Add to this list over the next several weeks as you work with various clients. Make notes of the problems you've solved, stories your customers have told you. Your customers are actually the best source to learn why they came to you, why they referred a friend. Listen. Listen very carefully and you will learn what are your best selling points.
Also listen to what friends and family are saying about good or bad experiences with businesses. Did they decide not to be a customer when they weren't greeted upon entering a store or restaurant? Did they look foolish in front of the boss because a vendor missed a deadline? Do they love their printer because she delivers everything ahead of time, and always with some special extra like a custom cap or cool flashlight?
Details matter. A handyman friend of mine has increased his referral business 200%-- due as much to his reputation for leaving every job site spotless as for his carpentry, roofing and other project work.
You can use this list as a springboard to write succinct, targeted copy for your website, brochures, ad campaigns and Facebook posts or tweets. This exercise will help you refine "What I can do for you."
Please tell me the things you learned by listening.