Successful marketing starts with identifying the key customers to target. So how does a company do this? First, a company must truly understand its own business. What part of the business is most profitable? What part of the business has the greatest potential for growth? Are there parts of the business that can run on “auto-pilot?”
More importantly, a company should know their own current customers. Who are they? What do they Iike about your brand, your product or your service? And why do they choose your product or service over your competitors’? Look for similarities among your own product users, brand users, and category users. What are their media usage habits? It is important for companies to research the lifestyle segments and the media usage habits of their customers, especially their best customers.
It is also important to identify the “purchase influencer.” An initial prospect is often the product purchaser. But was that person influenced to purchase your product by someone else? If so, find out more about the lifestyle segments and media usage habits of the purchase influencers. The key to targeting is to identify the demographics, psychographics, lifestyles, attitudes, and media usage habits of both your current purchasers, and the purchase influencers. Upon doing so, you will be able to more accurately target new customers and begin the marketing and advertising process to transform them into loyal customers. Furthermore, your best customers will also become your advocates and will help sell your product to others. Remember, the most effective, and efficient, marketing will always be the original form of Social Media, “word of mouth” marketing.
Successful marketing of your brand and product also requires knowledge of the current media and advertising options for reaching your target audience. It is also important to know your product’s purchase cycle and how many messages will it take to get a customer to purchase your product. Knowing when to advertise, and how often to advertise, is just as important as knowing who you should be advertising to.
Your media choices must be relevant and appropriate. The advertising message must be pertinent and compelling enough to create interest in your product. And the timing of your marketing communication must be targeted to reach customers when they are prepared to make the purchase.
Finally, it has been said that people don’t buy products, they buy satisfaction. Therefore, you must choose the right media and message to communicate anticipation, and then make sure your product and/or service exceeds their expectations!