We often think that marketing can be a daunting concept, something that we have to spend copious amounts of money on before we see a return, and most business’s get caught out by actually doing too much marketing rather than not enough.
Trying to get all your services and product information out there, and to everyone without a clear target audience can be quite damaging to your marketing budget. Your so excited by your products and services you just want everyone to know about it and be as enthusiastic as you and your employees, after all it is the best, isn’t it?
Well the cold hard truth is there’s people in the world that don’t need your product, don’t want your product and just don’t care! But wait that’s ok, because these are the converters and these are the ones you need to keep happy by non direct marketing, yep that’s right, by non direct marketing.
They don’t need your product…… Well they may do one day, or know someone that does today.
Don’t want your product………But it could be a gift for a friend and they may need it one day.
Just don’t care……….ok that hurts, but we need to move on, when their needs change we’ll be here, and they’ll know we’re here because of our fantastic marketing strategy!
So with that in mind, you need to target customers that need your product, want your product and also customers that have your product.
Firstly put a criteria together for customers that need your product or services. This could be age range, gender, related products and interests. Think about where these customers will be, put yourself in their shoes and go where they go. Listen to them, talk to them and find out what they want, don’t hard sell. You need to do market research before you market your product, you may think you have what people need but you have to make it what people want.
At this stage you want to introduce the senses strategy. Invite people to try your product or services, it’s up to you and your business budget if you would like to charge for this but I would recommend an incentive or discount. It’s important that customers or clients are aware of the purpose of the exercise, if they know it’s for the purpose of marketing and feedback they will be more inclined to give honest feedback, but if you bombard your regular customers with questions they may just give white washed responses.
Once your customers have used and experienced your products and services, give them a questionnaire to find out if you met there expectations. Remember to use a scoring system, make it simple and quick for your customers to answer.
Once you have your customers responses you can tweak your products or services to meet demand. You’ll be able to target your target audience confidently and understand their needs better. But most importantly you will have customers that have seen your product, touched your product, experienced your product and these customers will lead your non direct marketing campaign. They will tell family and friends, talk about it on social media, all you have to do is wow the now!
Remember every customer or client and even friend and family member is part of the non direct marketing campaign, but more importantly it’s the senses that create a response. Don’t get stuck behind a keyboard, Facebook is a great way to advertise but don’t rely on this for your business, it’s one of many tools but the most important tools are you and your current clients.
I’ll be putting together future posts on how to generate clients from social media, but in the mean time remember don’t blanket your marketing campaign, and stop and listen to your customers, they may have lots to say!