June 17, 2016
You’d be surprised how often a marketing plan is out of sync with the customer. The common flaw in developing a plan is to fall prey to “assumption”. It’s easy for a business to simply assume it knows exactly who the customer is and what he/she wants.
There is absolutely no truth to the “one size fits all” strategy when it comes to deciding how to attract new customers. No two consumers are alike. Each has his/her own preferences, wants, and needs. So, you’re probably asking, “How on earth am I supposed to satisfy each and every customer?”
Here are two initial strategies:
1. Ask them. Use one of many readily accessible tools to conduct a short survey or two with current customers and prospects. Ask your customers simple questions about what they like and dislike about your service or product. Lastly, ask your customers what they still need in order to discover a potential new revenue generating opportunity.
2. Separate your customers into personality groups. Segment each group based on their specific buying preferences. By determining what each customer wants and doesn’t want is an excellent way to earn respect and trust. A properly executed segmented audience strategy often leads to repeat business and customer loyalty.
Final takeaway: when you create a marketing plan to fuel your sales funnel think like a customer, not like a business owner. Take advantage of technology and digital channels to build customer relationships. It’s well worth the time investment.
“It's not what you look at that matters, it's what you see.”
- Henry David Thoreau