Before we start discussing strategies, is it possible that you are already overwhelmed with the availability of a variety of methods to make your business better, Faster, STRONGER!
No method will be helpful if your foundation is lacking and that’s where we’ll start today.
We’re going to discuss 3 foundational items from which to build your specific strategies and tactics:
Who you are targeting
What language they speak and what messages they are attracted to
How you can really help your target audience
These three strategies working together make it effortless to get great new clients as you will be attracting the right people and those are a joy to work with.
Strategy 1 – Define Your Ideal Prospect
Who exactly, are you marketing to is the most important piece of all your marketing, not just for your website. You can’t be everything to everybody so we need to choose who the best segment of the market is for your particular product or service. We only want to attract the right segment for you and let the rest fall by the wayside. Let them go!
As a small business your marketing plan cannot include reaching everybody because you don’t have the budget or the resources to reach everyone. Let big business spend their money doing that. Let’s be effective with ours.
For example, say you are a weight loss expert. That market has several segments:
- natural weight loss,
- weight loss for mothers who want to lose the “baby fat”,
- weight loss for men,
- weight loss for brides-to-be who want to look fabulous on their wedding day,
- weight loss for kids,
- weight loss for people who want to lose the last 5/10 pounds,
- people who would like to lose 20 pounds or more, etc.
Your approach for new moms would be vastly different than for kids, and your marketing needs to reflect that. Once you have decided on which segment of your target population you wish you focus on, you’ll need to discover their biggest problems and desires.
Ask yourself, “What is their biggest desire?” Get the answer and then ask again, “Why is that important?” and keep asking “Why is that important?” until you get to the heart of the desire.
Do the same thing with the question “What is their biggest problem?” For example, the answer could be eating unhealthy. “Why do you eat unhealthy?” “I eat junk food when I’m stressed out.” What stresses you out? Why does that stress you out? What else stresses you out? Is there anything else? Keep digging until you have all the possible answers as deep as you can go. Once you are at the root of the problem then you can move on to the next part.
Strategy #2 – Establish Rapport
People do business with people they know, like, and trust. People you don’t know that are meeting you for the first time on your website need a chance to get to know you.
You can only do this once you’ve defined who your client is. This is often called a client avatar, a representation of the online person you will be talking to in your online communications.
Here’s a short video about how a very successful business owner explains how he constructed the client avatar for his business.
Don’t guess. Use your experience with clients to gather information for your avatar. If you don’t have any clients, do some research, ask others, join forums, search online, read reviews of products and services they are already buying, and find out who is already selling to them.
Are they male or female? How old? Do they have kids? What is their income? Their level of education? What kind of work do they do? What are their hobbies? Ask other questions that are relevant to your product or service.
Now that you have clearly defined who your client is, you know which language to use to communicate your marketing messages.
Strategy #3 – Offer Relevant Help Now
Knowing your prospect’s biggest desire and their biggest problem, you can begin to help them right away. So, ask yourself, what can you do to help them right now?
Do you have a short process or free product that you can give to them to get them started on a better path? This provides value up front before you even think to ask them to part with any of their money.
At this point use your marketing ideas freely. Offer a free gift/report/process/service in exchange for their contact information so you can continue to provide valuable information giving them the opportunity to get to know you and your expertise.
Keep asking yourself what else you have that can help your target audience right now and give it to them. Give them your best stuff and they’ll wonder how great the paid stuff is!
To your success,