Who is Your Customer? It might not be who you think…

I have been working with clients for over 20 years, one thing that stands out, most clients of mine have never really identified their potential customer base. Ask yourself this, who might need what you’re selling? They are out there, unaware that you have exactly what they’re looking for. It is really important to understand that your customer base customer aren’t necessarily the people you’ve already sold to, rather, it’s those who are most likely to buy from you in the future.

Think about it: Who really needs what you’re offering? This could be your neighbour, a friend on social media, or someone across the globe. Are you speaking with them?

Why Start with the Customer?

Think of your business as hosting a big backyard barbecue. You want everyone to have a fantastic time, right? Your guests ‘the customers’ need to enjoy what they’re served. Just as you wouldn’t offer the best ribs to someone who doesn’t eat meat, you shouldn’t waste your marketing efforts on those who aren’t interested in your products. It’s all about knowing what your customers love and ensuring they get exactly that. This approach ensures they’ll come back for more, just like guests looking forward to your next barbecue.

Being a Detective: Figuring Out What Customers Want

Understanding your potential customers is like being a detective at a party. You’re trying to figure out if they prefer burgers or vegan dishes, loud music, or quiet conversations. For your business, this means knowing what your customers need, what problems they’re trying to solve, how they prefer to communicate (are they more into emails or social media?), and when they’re likely to make purchases. Ensuring you have the right “snacks and music” for your customers means you’re attentive to their preferences and habits.

The Simple Path to Finding Your Customers

Market research is your best friend. It’s about identifying who is most likely to need your products or services. Once you know who they are, the challenge is to grab their attention. We live in a world full of distractions, and your message can easily get lost. It’s crucial to find out how your customers prefer to receive information, what time they’re likely to be browsing, and how they perceive your offers.
Remember, first impressions might not always be accurate. Keep an eye on how your product is perceived and ensure your communications clear up any misconceptions. It often takes multiple ads—between five to ten—for people to start trusting your brand. Building a relationship with your customers is a gradual process. Send your message out, monitor how it’s received, and keep the conversation going.
In conclusion, your customers are out there, possibly in need of what you have but unaware of your existence. Your job is to understand them deeply, connect with them meaningfully, and offer them exactly what they need. This is the essence of effective marketing and the key to building lasting customer relationships.