- Posted by Sue
- On 11th February 2020
Have you ever felt like you are not getting the right type of customers through the door If so, have you ever considered what is it about your marketing that attracts them to you?
How and where you market has a huge impact on the type of enquiries you receive. So, what can you do to get more enquiries from your ideal type of customer?
Firstly, you need to be extremely clear on who your ideal customers are and make sure your all marketing efforts reflect this.
If you have a certain type of customer that you want to be working with you need to begin with that customer firmly in your mind. Same goes if you have a certain type of product or service you want to be selling more of, what type of ideal customer would be purchasing that product or service?
For example. let’s say for instance you’re a garden landscaper and you specialise in high end landscapes that are favoured by customers with a lot of disposable income it’s better to direct your marketing communication efforts to customers living in more affluent areas.
Consider where do these people hang out in their spare time?
What do they read? These are definitely places you could consider pointing your marketing at.
The big message here is be really clear and focused in deciding who your ideal customers are.
Clearly define your target market. identify their characteristics their behaviour, etc.
Once you have a clear and focused understanding of what’s important to your target market you can reflect that in your marketing through the use of case studies and by using words and photos that are going to resonate with that market. If your marketing doesn’t resonate with your customer, it will be difficult for them to relate to your business which means they will move on and look for someone else who is better suited to their needs.
Secondly, consider where you’re marketing because certain marketing strategies could be attracting the wrong clientele for your business.
For example, bargain hunting sites can attract bargain hunters or price-conscious customers. Definitely not the right place to advertise if you are a business dealing with premium products or services.
The key point here is that your marketing efforts must be a reflection of the customers you want to attract.
Another thing to take into consideration is when enquiries come in, never be afraid to say no to the wrong type of customer. A suggestion is if they are not quite a fit for you or if your business is not geared up for them, politely recommend a more appropriate business that they can deal with. Let them be successful with your competition
So, think about what your marketing is saying to your target customers, is it attractive to your ideal customer or is appealing to a broader or more generalised audience that might bring you customers you just don’t want to deal with?