T
his might sound obvious but
did you know that if you are
marketing to everyone you
market to no one? It’s possible it
will work but chances are your
margins will be affected by ineffi-
cient marketing. A bigger question
to ask, how well do you know your
customer? How much information
can you provide about them at the
drop of a hat?
I will use an example of a mobile DJ
company I used to own although the gist of
this model applies to most businesses if
not all. If you are struggling to get people
through to your offers consistently online
or offline... read on.
WHO ARETHEY?
The answer to this question allows us
to gain a general understanding of what
our customer looks like, where they live
etc. In my mobile DJ context where I did
weddings, this would be couples between
ages 25-35 who have been in a relationship
for 3 years plus. They also live in Perth,
Australia within a 50-kilometre radius of
where my business was located. People in
this age group who have been dating for
that amount of time would generally be
considering long term commitment right?
This also means I am willing to drive 100
kilometres and I have resources to do any
gig within this radius.
WHATDO THEYDO?
This question allows us to answer
some basic information about the day in
the life of our ideal customer. Where they
work, their income levels, and what they
do for fun. This also provides information
about what sort of people they are likely to
be. Feels a little weird acting ‘big brother’
but I had to get past that mindset if I want-
ed to nail this modelling in my businesses.
This thinking allows me to present my
offers directly to somebody who actually
needs what I have. Isn’t that powerful?WHEREDOTHEYHANG
OUT?Now that we know what our customer
does for a living, how much they make and
what they like to do, we can probably start
to make some very targeted assumptions
about where they hang out. This could be
either online or offline. So on the week-
ends if they like to eat out, what sort of
restaurants do they go to? If they enjoy the
occasional frothy drink, what sorts of
pubs, nightclubs fit their class? As you can
start to see here, I am basically visualisingmy customers’ life through my mind.
When online which platforms do they
hang out in? What information are they
looking at?
Tom (a groom to be) could be spending
time on LinkedIn looking at information
regarding his profession as an IT consult-
ant engineer. Why? He knows they might
need to buy a house once they are married.
In his mind, this means he needs a bigger
income coming in. His worry though is,
are there opportunities coming up in his
line of work? Mary (bride to be) could be
looking up event companies on Facebook
and stores that sell wedding dresses.
Can you see why I need to answer this
question? This is important because the
idea is for me to get in front of them very
close to where they spend a lot of time.WHATDOTHEYWANT?
Each and every one of us including our
customers is looking to move away from
pain or towards pleasure situation of some
sort. We also have a difficult time knowing
what we need and what we want. Our cus-
tomers are exactly the same. In our case
we are dealing with a ‘want’. We need air.
I am guessing if you ran out of air right
now, it doesn’t matter what someone says
to you, you are buying yes? ‘Wants’ we
can do without BUT if we are in pain or
looking for pleasure we might buy.SO WHAT DOES MARY
WANT?Mary wants to look good on the big
day. She also wants to have a ceremony
that is the envy of her friends who will be5 Tips On How To
Find Customers For
Your Business
Online
by Eddie Guchu3434 • Australian Opportunities Magazine • M/J/J 2017 • http://www.workfromhomemagazine.com.au• Australian Opportunities Magazine • M/J/J 2017 • http://www.workfromhomemagazine.com.au
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