How is it nearly the end of August already – and what a weird, hot summer it’s been. For most of us, it’s also meant rising prices, fuel costs going through the roof and everyone seems to be tightening their belts.
The summer slump is a real problem for some businesses, and usually this simply means that time in summer when business seems to drop off. You don’t get so much engagement on your social media pages, sales disappear, and generally, everything seems to grind to a blinding halt.
The main reason for this is that in general, people just stop paying attention to the things they normally do. The children are off school and need to be entertained, the weather is nicer so they’re thinking about BBQs and social gatherings with family and friends. They are also thinking about going away on holiday, (especially now the restrictions of Covid are virtually over). Add to that the rising cost of living, and for some, the slump has been more of a reality than usual.
This year, more than ever, small businesses are telling me that they are experiencing a real slump in their sales.
So, do you just wait for things to pick up by themselves? Or do you want to be proactive and do something about it? There are still some things you can do to ensure that your business is still being seen.
Here are some things that might help:
Don’t stop doing what you normally do
This seems obvious, but it’s important to still have your business out there. If you post once or twice a day on social media, continue doing that. Be consistent, just like you always have.
If you publish a weekly or monthly blog, do it, even if you don’t get much engagement.
If you send out an email newsletter, absolutely still do this. The tips that follow will help you with the sort of things you can talk about.
Look at starting a new inbound marketing campaign
What do I mean by this?
Create a new campaign on your social media or email, to attract customers. You do this by tailoring your content to what they need, problems they need to solve, and forms relationships with your followers.
The old way of mass marketing just doesn’t seem to be as effective anymore. Things like pop-up ads and the hard sell are more likely to put people off these days. So, it’s a softer approach you’re after.
Get going with educating your current and potential customers about your products or services. Use email, direct mail, and social media posts/stories/reels/video to teach your audience more about your products or services and how you can help solve some of their problems.
Hold a live event or a series of events highlighting what you do best. Include details of your best sellers, and don’t forget to include testimonials or case studies to help you. Success stories always sell.
Focus on your customers
This is a good way to look at how you can serve your existing customers better. Look at whether your customers use your product or service to its full capacity. Look at feedback to find out if there are any needs that your product isn’t meeting that could be tweaked in future. You can do this simply by messaging your customers and asking for their opinion. People like to be involved, so ask if there’s anything you can improve on, or if there is anything you don’t yet provide that you could provide in future.
Ask for referrals
This speaks for itself, but whilst you’re quiet, you can ask for a referral – and maybe offer a discount if the person they recommend buys from you.
Ask for testimonials. You may get regular testimonials, but some people just don’t think to give them, so there’s no harm in asking.
Join a networking group
There are so many groups on social media that you can join. It just takes a little bit of time to engage with the other businesses in the group. Look at other businesses, engage with their posts by commenting. You might find something you’d like to buy. This is a great way to build genuine relationships with other like-minded people.
If you have any local in-person networking events, try to get along and introduce yourself. Face-to-face events are great for networking in real time. Make sure you are armed with a stock of business cards to give out and ensure that you listen to other businesses and what they have to say, as well as talking about your own!
Share your schedule
If you are going on holiday in the summer, tell your clients about it beforehand. Encourage them to place orders before you go, so they get their orders in good time. Scarcity sells, so don’t miss out on this one.
If you know that you have customers who buy Autumn items from you, such as Halloween products, contact them early and show them your range, asking if they’d like to order early to beat the rush.
Invest in you
When your business is quiet, it’s a good time to learn new things or develop new skills. Or, just to brush up on what you already know. Book a coaching session to help you with a specific part of your business, sign up to a few webinars, or look at a short course that will help you grow your business further.
If you have sales material, presentations, case studies, welcome pack, an automated email newsletter, or a website, now is the time to review them and update them, so they are all current and nothing is out of date.
When you have done that, you can do a couple of launch posts to show your new-look website or landing page.
Update your Facebook cover and your profile photo. And spend some time thinking about your brand and how you can better show your brand in your social media posts.
These are just a few ideas to help you beat that summer slump. Doing some of these things will make you feel more proactive, and you’ll be raring to go once the summer is over and we are into autumn.
I hope that you have all had a fabulous August, have enjoyed time with family and friends, enjoyed the gorgeous weather, (even if it was a tad too hot at times) and are looking forward to launching into autumn with renewed vigour.
We see stories wherever we look, and the bigger corporates have understood the benefits of telling their story for years, as part of their marketing strategy. As a small business, we often forget about this little gem. But it really helps us connect with our audiences and instill trust.
Stories help us understand the world around us. They are a way to help your audience understand more about you, without being overwhelmed by the details about your products. They help show the ‘authentic you,’ so that your customers will be more interested in what you have to say about your products.
Why should you tell your story?
By nature, people are nosy and curious – they like to know about the person they are buying from.
Marketing your business is a real challenge in today’s online world, and there is so much competition, so you need to be able to stand out in the crowd.
Storytelling creates a fabulous connection with your audience. Sharing your experiences helps to encourage and help others and brings your brand to life. It conveys the purpose of your business and what you stand for and helps make your products more appealing.
Content marketing is what helps you to sell your products. You need to release the magic that you put into your products, be it artwork, crafts, photography etc. You are creating a story around you and around your work.
It’s an incredibly competitive out there, so your unique storytelling is what will set you apart from your peers. You might think, if your products are very visual (such as paintings or photography) that your pictures will sell themselves – surely, if people like what you do, they will buy it. Of course, this may be true for a small percentage of your audience. They will see something that resonates with them, or you may sell something that they are particularly looking for and have searched for. But sadly, when people are looking online, it’s easy to scroll past something that would actually resonate with them if they knew more about it…and about you. This is where the importance of storytelling comes in. People remember stories, you want to convince them to love your work as much as you do. They need to feel your passion and understand the reasons why you do what you do – this creates a real connection between you and your audience.
Know your audience
The first thing to think about is your audience. Do you know who your target audience are? I’m not going to go into detail about how to identify your target audience and building a buyer persona, but if you click on these links, you can see previous blog posts where I have gone into detail about this.
It’s really important to know your audience, so you know how to approach them and what kind of content will make them look at your products.
How to tell your story – the monomyth
There are lots of ways to tell your story. In this blog, I’m going to look at the Monomyth, which is just one concept.
Joseph Campbell, an American author, who worked on mythology produced the idea of the Monomyth.
He said that most myths contain some common elements – heroes start out as lowly mortals; they receive some sort of call to adventure and divine assistance to get started. They encounter obstacles along the way, go through a transformation and return to where they started as a hero, changed for the better in most cases.
I’m going to use Tolkien’s ‘The Hobbit’ as an example.
Bilbo Baggins was just a normal hobbit, with a peaceful life, living in the rural Shire. One day, the wizard, Gandalf, calls on him to persuade him to join Thorin and his twelve dwarves to recover their stolen treasure, which is being guarded by the dragon, Smaug.
So, although he initially resisted, Bilbo embarks on a fantastic adventure, where he stares death in the face and returns a stronger, wiser hobbit, and is the hero of the story.
When you are telling your story, the Monomyth is a great way to structure it. If you do this well, you will get and keep your audience’s attention. There are lots of people who have different concepts about the Monomyth, but I like the remarkably simple version and its structure.
Let’s start at the beginning…your calling…
Like Bilbo Baggins, at some point you felt the calling to do what you do. It might have been a slow realisation that your hobby could be more than just a passing interest. It might be that it’s been a lifelong passion that you felt you could no longer ignore. It could be that you express your beliefs and interests through your work and that you’re getting a message out there.
Whatever it is that brought you to where you are today – these are the things you should use to introduce yourself to your audience.
Talk about what inspires you…is there a meaning or reason behind what you do?
The idea for this part of the Monomyth is to excite and enthuse your audience. You might feel that your reasoning behind what you do is quite mundane, but to your followers, it will be interesting.
The next part of the Monomyth is the obstacles.
People love to hear how you overcome obstacles or opposition
Your audience what to talk to you and hear about your processes – for example, if you make something or paint, how do you start on a new piece? People love to see a work in progress too, so showing the process in a step-by-step series of posts is a great idea to engage your audience.
Talk about the difficulties and how you overcame them.
Good old Bilbo faced danger and adversity to fulfil his mission. What were the obstacles that you faced? You may not have had a great tragedy in your life, (I hope you haven’t), but everyone, no matter what they do, meets adversity or resistance at some point when creating their work.
Some ideas might be…
Dealing with health issues
Figuring out how to make or do something that was very technically challenging
Coming up with funding – how do you fund what you do?
Struggling to communicate what is really happening behind what you do
Struggling against a system that puts you at a financial disadvantage
For example, we’ve been experiencing one of the worst global pandemics in years and the world basically shut down. How did that affect you and your business? I know it had an affect on my business and on the businesses of several friends.
Did anything you have experienced during lockdown, or during the pandemic, that inspired you and your work?
You might have a story about going into a dark place, where you really struggled to do anything. How did you cope with that? What did you do to pull yourself out of the abyss? I know this sounds a bit dramatic…but you get the picture.
At some time or other, when you are in a creative mode, frantically getting everything down or done that you can, you emerge from your whirl of creativity. This is where you want to sell your products.
It could be that you have an online shop, a physical location, or sell on social media. However, you do it, this is the time to start asking for a sale, via advertising or posting about your actual products.
Finally, you have success, and like Bilbo Baggins, you are the hero/heroine of the story. When you sell something, share your victories with your friends and family – no matter how big or small. Celebrate your wins! Write about it on social media, on your website or in your blog or email. Be proud of what you’ve achieved…and don’t forget to thank your audience.
You’ve worked hard to get that achievement and you need to show your passion and excitement for your success.
That’s the Monomyth – in a nutshell! It is just one way to tell your story, but it works well as a structure and can give you something to aim for. Put yourself at the centre of your story and share your journey.
Your audience will love to see you progress and will enjoy celebrating your wins with you. Storytelling is a great way to develop your personal brand and to portray the ‘real you’ to your audience. Good luck!
If you’d like to get more marketing tips delivered to your inbox, please sign up to my email subscription. It’s completely free and you get a free marketing strategy workbook as a thank you for signing up. You also get ‘member only’ access to a restricted area of my website, where you will find lots of free resources to help you market your small business.
The past couple of years have been tough. The pandemic saw, and is still seeing, so many businesses struggling to keep going, and people having to be at home, so mental health issues have rocketed. Whether this applies to you or not, we are all struggling with one thing or another. But there aren’t many people who stand up and speak about their struggles.
I think it’s because of that age-old thing of ‘stiff upper lip’ – you just don’t talk about it. It could be that we are afraid of being judged, or afraid of rejection…or just simply feel ashamed.
However, I don’t know anyone who doesn’t enjoy a good story, be it personal, emotional, funny, or otherwise. I loved listening to my dad tell me stories of when he was a young soldier in World War II – he used to tell us more about the funny side when we were young, but as we grew up, we heard some of the harder side of his experiences. Telling a story helps our audience to put themselves in our shoes – it appeals to our emotions and our sense of empathy.
We all know about pitching our products and we can do that until we’re blue in the face, but your audience won’t really care unless you give them a good reason to listen. Placing your product at the centre of a story, showing them how it can benefit their lives, not only helps your audience understand more about your product, but it also gives you an extra layer of emotion that makes you stand out more on social media.
Most of us are on our phones or devices the minute we wake up, checking messages, emails or just scrolling through posts. It’s often the first thing we do when we wake up and the last thing we do before we go to bed. For those of us in business, our social media account posts are carefully planned and crafted to appeal to our target audience. And even that can be daunting – we worry whether our posts are good enough – will they appeal to the right people? Will people think that they’re rubbish? We compare ourselves to others and fear and doubt can even creep in with our businesses.
We also tend to only share the good things, such as cheery pictures of nights out, a lovely meal, family time – all smiling, date night with our partners etc. etc. But we don’t share our back stories – the stories that make us, US!
This, along with everyone else, gives out a message that we are only allowed to share the good things; things that go well. Having said that, I have noticed that some people are starting to share some of the more private parts of their lives. Now, I’m not saying go out there and share every intimate detail of your life – not at all. But share things that can help your audience.
Share a problem that you’ve solved, share that you’re feeling crap today, or that you feel you’re not doing a good job on something. Sharing this kind of information makes you real…people can empathise – some will have had the same experience, and it can help to build more meaningful relationships.
Telling your story is showing the authentic you – an essential part of who you are.
5 reasons why we need storytelling
You CONNECT with your audience. You’ll find people who have been through the same thing or feel the same way. You’ll find those who totally get where you’re coming from and who you are. They will share their experiences with you and so it’s a way to start building trust with your audience. When you share your stories, it pushes you to step outside of your comfort zones and to reflect on where you’ve been and how far you’ve come.
Sharing your story defines your identity to your audience. Sharing your interests, be it political, emotional, funny, or serious issues, it shows you. You can also share your hobbies, as you may find others that have the same interests as you.
By sharing your own stories, you are helping others to have the space to share theirs. For example, if you share a particularly painful experience, such as miscarriage or mental illness, you’re letting others know that this is safe place to talk about it, that you understand and that there is space for healing. You’ll be helping others by telling your story.
Sharing a story also heightens the awareness of that subject. It might be something as simple as sharing your weight loss journey, or how you came back from an addiction or homelessness. These things are powerful, and if you can show how you overcame these issues, you are going to be helping someone who is still going through that same thing, and give them hope for their future. This also starts to create a community of likeminded people, who will feel less alone with their problems, and feel they have someone they can share with.
This can also be applied to business. Sharing a story of how a particular product helped you to overcome your problems. For example, if you sell weight loss products that you have used yourself and had success with, tell your story. If you have a product that has changed your life in some way, shout about it and how it helped. If you’ve used a business to provide a service that has seriously changed the way you do business, or has helped you get more clients, talk about it. If you provide that service and have testimonials that show that, share them as well as your story.
Every single person in the world has a story to tell. It might be a personal story; it might be a business story. But if you get out there and tell it, you’ll be surprised at how much engagement you will get.
Consistency is crucial to your business, as it helps establish awareness of your brand, builds trust with your audience, and helps deliver your products or services more efficiently.
Running your own business is hard work and I’m sure you’ve seen countless articles or webinars on how to be successful. But if you concentrate on the key element of consistency, across all the social media platforms you’re on and in your day-to-day processes, you’ll soon find your business gravitating towards success.
Know your brand!
I know from my own experience, that when you start in business, you pick the colours you like and the kind of image you want to convey to your target audience…then you get bored with it and go for a complete change. I’m not saying you shouldn’t make any changes, but if you are constantly changing your colours, images and fonts, it can make your brand appear unprofessional. A good, solid branding is what makes you stand out from the competition. If you look at any of the big brands, such as McDonald’s, they are highly consistent and instantly recognisable…because they rarely make big changes, if at all.
Have a plan
Every business needs to have a plan. This keeps you on track and by following a plan of action, this helps not only keep you consistent, but also makes you focus on money so you can ensure your costs don’t rocket. If you’ve just started your business, this is even more important, so you don’t make costly decisions based on inconsistent actions.
No matter whether you’re a new business, or been going for a while, it takes time to see results. If you’re not consistent in your marketing, business processes, sales etc., you will see inconsistent results. For example, if you decide to pay for an ad, running it for just a couple of days is a waste of time and effort, but if you run it for a set period, you can measure much more easily whether the ad is working or not.
Consistency in all its forms, but especially in the interactions you have with your clients, will help you build a loyal customer base, and your customers will get a great customer experience. This all comes down to the basics of knowing your target audience and understanding what they want from you and ensuring they get it. Being consistent means that your customer understands who you are, what your business stands for, what your business focusses on and how your products or services can help them.
The three pillars of consistency
The three pillars of consistency help you to focus on ensuring that your business has a sound base and is successful.
If you are a small business, then it’s likely that the buck stops with you! You are totally accountable for everything that happens within your business, so it’s even more important to be consistent in everything you do.
Check your business goals and action plan regularly – adjust any goals that aren’t working.
Look at your products/services and regularly review to ensure they do what you say they do.
Look at your website and ensure that all the links work and that your copy is still relevant to your business and amend if you need to.
Look at your customer feedback – is there anything you can do to improve the service you give? Are all your products working for your customers? Do you have any complaints? If you do, try and address any problems and improve on your products/services.
Look at the communication you send out to customers – this might be a monthly newsletter. Is the content you’re putting out still relevant to your audience?
It’s really important to be consistent in your messaging. Your customers and potential customers rely on you for information about your products/services, things that make their lives easier.
It’s crucial that you stay the course and exercise patience. Things won’t happen immediately and it’s easy to be impatient and think that something isn’t working, but as with all things, whatever you decide to do with your business will take time. But if you’re consistent and keep plugging away, your brand will start to be in your target audience’s minds and your business will be successful.
Make sure your messaging is clear.
This might seem like an obvious point, but consistency with your messaging is key to a successful business. Wherever you advertise your business, be it on your logo, your flyers, your website, or your blog for example, you need to ensure that your overall message is the same. If your messaging is inconsistent, it will confuse your customers – they won’t be sure that what you’re selling is actually aimed at them.
As with everything in marketing, it’s about keeping things simple, clear and concise. Make your messaging memorable and use the same kind of wording, or ‘tone of voice’, so your audience recognise your style and know that it’s you – and more importantly, know that what you’re saying is meant for them.
These pillars all help you to ensure consistency in your business. Consistency helps you create awareness of your business and brand, build trust and loyalty with your customers and deliver your products and services more efficiently.
As someone who does all the marketing for my business, I know there are many skills that marketers need. There are hard skills, which are more the technical and analytical side, and soft skills, the more creative, collaborative side.
Let’s take a look at the hard skills first.
Analytics is about finding your way around the large sets of data, to help you interpret your audience’s behaviour, look at the performance of campaigns and measure the ROI (return on yours or your customer’s investment).
When working with content creation and product marketing, it’s imperative to be able to measure what you do and whether it’s having the desired outcome and impact on your target audience. Marketers with excellent hard skills like this are very sought after in both corporate and retail companies, as well as the smaller businesses.
There are several tools you can use to measure data, such as google analytics, and if you are a social media manager, using the insights on the pages you manage is invaluable.
If you are into content creation, then content marketing and a strategy is a fundamental part of your job. Here are a few statistics that illustrate the importance of content creation and content marketing.
47% of B2B buyers consume three to five pieces of content before engaging with brand. Source
84% of people expect brands to produce content. Source
91% of B2B marketers say that they use content marketing in their strategies. Source
So, you can see that content creation is a very valued skill. Content isn’t just about making a few pretty images, it’s about the sales pitch or the caption that is written to go along with the images you curate. Some social media channels require a short and concise caption, whilst others, such as Instagram, can be longer and more detailed.
Content creation also includes things like blog posts, articles, eBooks, emails and other written materials. Effective writing skills are very sought after and not something that can be automated. It’s a very human skill and crucial if you are a marketer.
Most businesses use social media platforms to advertise their products or services and to put their brand out there. Over the past 10 years, social media has transformed the way that people interact with brands online and also the way that marketers communicate with target audiences.
All social media platforms have measurement tools to help you get to know the audience that follows you, likes and comments on your posts and generally engages with your business and brand. A social media content strategy will include setting goals for your business, based on social media posts and campaigns.
SEO (Search Engine Optimisation)
There are literally billions of people interacting online at any one time during the day or night. Most of us look first to the internet if we want to buy something and even look at reviews of products or services before we even press that ‘buy now’ button. But how do they find what they’re looking for? That’s where SEO comes in.
If you’re a marketer, you need to at least have a fundamental understanding of SEO, so you can be sure that your business, or your customers’ business, is found online. This includes keywords and phrases to help Google find your business, when someone types into the Google search bar.
SEO doesn’t just apply to websites and social media, it’s also vital to ensure that anything you post is optimised for mobile users as well as desktop, tablet or iPad users. Most website hosts do this for you, but it’s always worth checking that your content looks good on a mobile as that’s where most people do their searches.
This is kind of linked to analytics, but what I’m getting at here is actual technology, such as the tools and platforms that you might use to promote your business or help you manage your business. For example, if you send out a regular email or newsletter, the General Data Protection Regulations, (GDPR) states that you must get customers to opt-in to your emails – you can’t send them anything without their express permission. And the easiest way to do this is by setting up your opt-in on a platform, such as Convertkit, MailChimp or Mailerlite, which are the three platforms I use for my clients. When you set up your subscription opt-in on these platforms, they automatically ask the right questions so you are compliant with GDPR – they also give your customers the option to unsubscribe to your newsletter or email via a button at the bottom of each email that goes out – which keeps you compliant with the rules and regulations.
Soft skills are the more creative and collaborative side of marketing, probably the bit that most marketers love – well I do!
As well as creativity etc., soft skills also include many different attributes, such as honesty, leadership, a good work ethic, time management – skills that are very difficult to quantify.
Here are some of the top soft skills.
This includes bringing new ideas and interpretation to common problems, and how to solve them using the written word.
Marketing means you have to be flexible – there are always new tasks to take on and new responsibilities constantly pop up. Very often, what you started off doing a few months ago for a client, will look very different 6 months down the line. You have to constantly be on top of new ways of doing things and you often have to hit the ground running with new platforms etc.
Resourcefulness and Adaptability
A resourceful marketer uses all the tools available to her, to find the most appropriate one for each customer or business. It’s also important to be on top of the analytics to help make that informed decision.
Marketers have to learn as much as they can about target audiences, in order to be able to make decisions about the way to market a product or service. Intuition and adaptability plays a big part here and covers things like quick decision making, keeping calm under pressure or going against the norm to achieve success for your clients.
Adaptability also means that you’re able to change plans at the drop of a hat and tackle new challenges with determination and vigour.
You might work for a small business or a large corporation on their marketing. Whichever it is for you, collaboration will be a big part of everything you do. You need to build good, strong relationships with your clients and with other people who work for that client or company too. For example, you might be asked to do email marketing or write a regular blog post, and your client may already have a social media manager. You will definitely need to collaborate so that the social media marketing takes into account the emails or blog posts you write – and that subject matter is consistent with the overall marketing plan or strategy.
Leadership is the last point I’m going to cover, but a crucially important one. So, what is leadership? It’s about having the ability to keep a good group dynamic, be able to lead a team with compassion, and inspire your team with your business insights, experience and innovation.
It’s also about being able to assess situations and defuse anything that could get out of hand. A leader will usually drive any collaborations, adapt to new technology and lead the marketing strategy in the best way possible.
A leader will need to know the customer or target audience inside out. What they like, don’t like, making sure that everything that’s done or suggested has the customer at the heart of everything. Are their problems being solved? What makes them happy? What makes them tick?
Marketing is something that never goes away. No matter whether your business is small (or just you!), or whether you own a multi-million organisation, marketing is the key to getting your products and services in front of your target audience. It’s not something that you can wing and hope it works – it needs to be carefully planned, organised and executed with a sound strategy.
If you’d like help to build your marketing strategy, find out who your target audience is and how to reach them, but don’t know how, drop me a mail and I can help.
Facebook is a great place to showcase and market your small business. It is totally free to set up a business Facebook account – you just have to have a personal account first, in order to be able to set it up.
I’m not going to go into the setting up of the actual page in this post, but if you need help with this, there is a great, step by step tutorial by Facebook that is really useful.
If you want your business to really blossom on social media, then Facebook is an excellent place to do just that. It’s a great place to market your business and, according to Facebook,”creating a Facebook page allows more than 2 billion people on Facebook to discover your business – think of your page as a digital shopfront.”
What do I post about?
With Facebook, you can create many different types of posts. Each different type of post has its benefits and can engage your audience in different ways. I always suggest that people use the 80/20 rule. That is to say, 80% posts that are engaging, entertaining, educate or inspire your audience, and 20% sales. Your audience don’t want to just be sold to all the time – they want to engage with you and your business and this also helps your brand. Your social media strategy should include all of these types of posts. Let’s look a bit deeper…
Facebook Text Post
A text post is exactly what it says on the tin – just straight forward text only…just words, no photos, no videos, and no links.
Although this type of post is direct, I wouldn’t say this was great for business – especially if your strategy is to drive traffic to your website or directly speak to your audience to get them to buy or engage with you and your brand. But text posts can be good to share opening hours or availability, but be aware that the Facebook algorithm doesn’t really like text only, so your reach may not be good.
Generally, photo posts see a higher engagement than text posts. You can use photos, illustrations or infographics to catch your customers’ eye, so you need to think about the images you use. There are lots of free image sites out there where you can source photos – PLEASE don’t use google images and just copy and paste. Most of the images on google are not royalty free and you could get into trouble with copyright issues. I use pixabay.com or unsplash.com – these are free sites and when you pick an image, it tells you that the image is free for commercial use, which means you can use it for social media or on your website. Of course, you can choose to also take your own photos – especially good if you sell products.
Photo posts are great for product-based businesses, as you can really show off your products and you can show behind the scenes shots – anything really that will engage your audience.
Videos have even higher engagement rates than photo posts. You can do short and sweet video announcements or you can do longer videos to explain something, or to do a ‘how to’ post.
Video automatically plays in your feed, so you’re guaranteed to catch your audience’s attention.
Facebook Live video is, as the name suggests, a video that you stream in real-time or ‘live’. This is really popular and a great way to show your authentic self and a fabulous way to connect with your audience. Some ideas you could use would be an introduction video so your audience get to know you better; you could do a Q&A post to let people know more about what you do or your products; you can do behind the scenes video or product demos…in fact anything you can think of.
A link post is exactly that – a post that shares a link (or URL) with your audience. This is great to share your website or blog site. You just copy and paste the URL of your website/blog post and paste it into a Facebook post. The link automatically shows your audience a preview of the site with an image from that site.
You can also share links to other sites – interesting articles or links to events that you might want to share. Just make sure that you add some of your own wording before you click ‘publish’, so it’s personal to you and speaks directly to your target audience.
If you’re on Instagram, you’ll know that you can publish stories on that platform. But Facebook stories are also a great way to get the attention of your followers. Just like Instagram, Facebook stories are photo based, or short video posts. The photos appear for five seconds and videos can be up to 20 seconds long. Like Instagram, they disappear after 24 hours. It’s a good way to give a quick sneaky peek at something you’re about to launch, or use it for intrigue for a competition or contest.
You can ‘pin’ any regular post – pinning a post means that it will always stay at the top of your page feed, so it will always be the first thing that people see when they visit your page.
Once you have created the post, simply click on the three dots to the right of your post – you’ll see the option to ‘pin post’. Once pinned, the post will say ‘pinned post’ above it. You can change it whenever you like. It’s good for giving important information or instructions to your audience…or as a temporary announcement.
Facebook Watch Party
You can use this feature to screen a public video on Facebook in real time, so you and your followers can experience it together. It’s a great way to create a buzz for a new product launch – and this is often used to launch a music video.
You can promote your watch party by creating an event.
If you do events, for example if you are a musician and you’re playing in a local bar, you can set up an event to advertise it. Not only a great way to advertise, you can also invite people to your event, you can add photos and information so people know exactly where and when the event is…and what they will get.
You can also post job listings, special offers and you can even use the option to raise money for a charity.
Marketing your business on Facebook
Now you know how you can post on Facebook and the different ways to post, how do you actually market your business? I talked earlier about the 80/20 rule; 80% engaging, entertaining, educating or inspiring your audience and 20% selling your products.
It’s best to plan your content strategy, so you know what you are going to post and when. There are loads of different types of posts that will do all these things.
Engagement – you can engage with your audience by asking questions, or you could give them information about your products/services without doing the hard sell. Talk about the features or benefits of your products/services – what’s in it for your potential customers? What does your product or service do for them? How can it help solve their problems?
Entertaining – these posts could be something funny or interesting to share.
Education – ‘How to’ posts or teaching your audience something about your business or products/services.
Inspiring – this could be in the form of inspirational quotes, or you could include a link to an inspirational article that you like – or one linked to your particular type of business.
The final type of course, is selling – this would include images of your products, advertising what you sell or what your services are.
This is all about you engaging with your target market. You need to know who your ideal client is and what they like. Join groups on Facebook, via your personal page – there are several that are set up for Facebook to specifically help you engage with like-minded businesses and your target audience. For example, Hike Those Likes Market Place is a friendly group where you can meet other small businesses. They have regular, daily engagement sessions that you can join and leave a link to your business. Other people follow you if they like your business. Once they follow you, every time you post, it will appear on their timeline – and so everyone who has liked their page will also see your post.
You can use the search bar to search for your target audience and engage with their pages. Once you have followed them, you will see their posts. Comment on their posts – a pointer here is to be totally genuine – don’t just comment for the sake of it, but only if you are genuinely interested in what they have to say.
You can also create an advertisement for your business on Facebook. This is all about getting your message in front of your target audience – those that are most likely to want what you sell or provide. There are different types of Facebook ads and targeting options. To find out more about ads, Hootsuite have a great guide.
And finally, measurement
How do you measure whether or not your posts are successful? You can find this out by using Facebook analytics or Insights.
Facebook Insights will let you know which types of posts work best for your business. It measures things such as:
reach – how many people saw your post
engagement – how many people liked, clicked, shared or commented on your posts
It also tells you which posts result in people who ‘unlike’ your page.
Facebook is a great platform for small businesses and if you put in some time to understand how it works…and more importantly, what works best in terms of post type and frequency etc., you really can take your business to the next level.
If you need help with your Facebook business page, please feel free to contact me.
Customer loyalty is where your existing customers return to you time and time again with repeat business. It’s usually because they love your brand, love your products/services and are really happy with the experiences they’ve had with your business.
Over the last several years, we’ve seen more and more companies using customer loyalty schemes or programmes to reward their existing customers, and to encourage them to keep coming back for more. A good example is that of coffee shops. They give you a card and every time you buy a coffee you get your card stamped. When you have 10 stamps on your card, you get a free coffee. Some programmes give you cash-back or use a points system, but they are all basically the same, with the same reasons for using one.
Why use a customer loyalty programme?
They are great for small businesses because they give your customers an incentive to give you repeat custom. Some loyalty programmes reward customers for introducing a friend (and they get a reward if that friend becomes a customer).
These programmes also increase your brand awareness and can help generate a positive return on investment. But, as with any scheme or programme, there are the downsides as well as the upsides. I thought I’d take a look at the pros and cons, so you can be in a better place to decide whether a customer loyalty programme might be good for your business.
According to the advisory firm, Bain & Co, increasing customer retention by just 5% can boost your profits by 25%-95%, so looking after your existing customers is vital for the good health of your business and profits.
Customer loyalty programmes also have the benefit of making your customers feel like their custom is valued and they feel appreciated. This, in turn, makes them want to carry on doing business with you. And it makes financial sense to introduce such a programme as, according to Inc.com, existing customers spend 67% more than new customers. So, the benefits to both the customer and your business is potentially huge to boost customer retention and give them an incentive to buy more.
Direct communication with your customers
Your customer loyalty programme means that you have access to a direct line of communication with your customers. This makes things a lot easier to build your brand awareness and increase that loyalty by providing them with regular and relevant information. You can collect their email address as part of your loyalty programme and can share news about new products or services, events, any promotions you might be running, as well as any updates to the loyalty programme.
Customers who feel valued and ‘in the know’ about a business they buy from, will not only keep returning to you, but they will tell their friends and family, which could give you new connections and customers.
Data on customer trends
Having the contact details, such as email, of your customers, and the records you keep of sales from each of those customers gives you valuable data. Customer data gives you an overview of your customers’ buying behaviour. You know what their preferences are, you know their buying habits, such as when they are more likely to buy something. This not only helps you with knowing what works and what doesn’t, if you sell products it can help with your stock and knowing what to stock more of. It also helps you with your advertising and promotions planning and helps your marketing, as you can measure the results of special promotions, new products etc.
It can also help you to segment your customers and find out which ones are profitable and which ones aren’t. This can help you decide which customers to target with new products or new promotions, as you can target the ones that are more likely to buy from you.
Loyalty programmes help your brand and can help distinguish you from your competitors. As a customer myself, I know that I am bombarded on a daily basis with an overwhelming number of choices for a particular product or service. The minute you type anything into a Google search, it seems to be picked up by your social media pages and you get loads of adverts about the product you’re looking for – you also suddenly get a barrage of spam emails about the same. I don’t know about you, but I find this extremely irritating! I’d rather stick with a brand that I know and trust.
A loyalty programme can help your customers choose you over the competition and the fact that you offer an incentive to be a loyal customer, this differentiates your brand against the other businesses with a similar brand to yours.
It can also help you in slow seasons, when business is not going very well. Take an airline for example, in the summer they sell loads of plane tickets as people jet off for some summer sun. But in Autumn and Winter, business can be a bit slower. So, they do special low prices on airline tickets to incentivise customers to get away in the slower seasons, at a much reduced price. This keeps the airline ticking over.
All loyalty programmes look the same
Loyalty programmes are not a new concept and many businesses have the same kind of incentive scheme running. They have similar purchase requirements and benefits for the customers. With the abundance of loyalty programmes around, customers could feel overwhelmed by the choice, and this can make it harder for businesses to generate excitement for their programme. So you need to create something unique and that stands out from the others…this is not easy.
Loyalty costs money
Creating a customer loyalty programme does cost money. Any discount you give is going to affect your profits. Even a small discount can seriously impact your profits. For example, say you give a 5% loyalty discount. A product that costs £50… is £40 in costs and £10 in profit. If your customer buys that product for £50 with their 5% discount, they will pay £45. So, from your business point of view, you still have to pay your £40 costs, so your profit will be £5 – this is a 50% decrease on what you normally earn. You could help this by putting a timeframe on the discount – 5% off for the next month. The losses you suffer could be lessened by the increase in business from that customer.
Your loyalty programme has to be worth the time, money and effort you put into it. If it is proving to produce more repeat business, it could still be worthwhile financially, especially if you’re selling more to a loyalty programme member than normal. It’s just something to be aware of.
Is the behaviour you witness actual loyalty?
It’s hard to tell if your customers are loyal to you and your brand, or whether they just buy from you out of habit or because you’re closer than anyone else who does the same. We often look at a frequent customer and think they are loyal, but loyalty is an emotion which can’t really be measured. So how do you get around this?
This is where you can use marketing tactics to find out just who is loyal. You could reward customers for referring family and friends, or for writing a good review. This will show who is actually willing to stand up and vouch for your brand, stating the reasons as to why they like it.
Another way to keep that loyalty to your brand is to include customers in your advertising – what better way to advertise your product, than to use a photo of a real customer using your product, or talking about the excellent service you give.
Data does have its limitations
As well as being a good thing, data does also have its limitations. For one thing, it doesn’t give the full picture of your customers’ overall purchase behaviour, as it can’t know what they’ve bought from other brands or shops. You also can’t tell from data if a customer is buying from you just because it’s at the right price and others may give repeat business just so they get the benefits of a loyalty programme.
You could survey your customers to find out more about their loyalty, but some will be reluctant to provide information about where and what they buy elsewhere. They might even feel offended by it.
There are clearly huge benefits to having a customer loyalty programme, but it’s important to be aware of the downside too. And not all programmes are successful, as the marketing and implementation is crucial to their success. However, they can help you generate more business and be rewarding for your customers.
Look out for next week’s blog, when I talk about how to promote your customer loyalty programme.
In the meantime, would you consider running a loyalty programme for your small business? Maybe you do already. I’d love to hear your thoughts on all aspects. Please comment in the comment box below.
In a previous article I’ve talked about the 7 Ps of marketing, which are a set of key principles that are at the heart of all marketing strategies. They are often referred to as the ‘Marketing Mix’.
Today’s article is about the 7 Cs of marketing and why you need to get your business online. These Cs are the ones that I think are important. Others may prefer other Cs!
Millions, yes millions, of people from all over the world go straight to the internet first when they want to buy something. Be it products or services, we all check out the internet for advice and information.
If your business, small or large, is online, then you are more likely to be found for what you do or what you sell. Potential customers can see your reviews, can look at your pricing and products, find out a bit about you etc. etc. And this gives your business more credibility.
Having a website is the obvious choice as you can explain everything you do all in one place. You can show your products or talk about the services you offer in detail. People can see who you are and what experience you have; you can list your qualifications and experience and more importantly, your website shows you are human. Your website will have contact details, so you can be reached and your potential customers can therefore get in touch if they want or need to.
The customer! Ah, yes, now this is what everything in your business hangs on. No customers? No business.
This is why your business marketing strategy is so very important, (and why I bang on about it a lot with my customers)!
Your marketing strategy helps you find your ideal customer or your target audience. You discover where they hang out, what they’re interested in, how you can pull them in. Your strategy is about getting into the head of your customer and you can only do this by getting to know them.
Any content you put out needs to speak to your customers, be engaging, entertaining or educational. Once you’ve posted content, on whatever social media site you choose, or online, ensure you reply to every comment. Reply to those comments with a question and get a conversation going. And post consistently. You won’t hold your audience’s attention if you are posting once a month, but every day or every couple of days will keep their attention.
Doing your target audience research will let you know which social media sites they use, so you can target that site. Make sure your business is listed in ‘Google my business’, so you can be found locally. And there are loads of free, online business directories out there that you can be part of. Anything that helps your business be found online.
I’ve already mentioned this, but consistency really is a key factor in marketing. You don’t just show up once, or just when you feel like it. You need to be showing up, delivering valuable content and products to your customers day in, day out.
If you have a website, which I highly recommend, start a blog and show your audience that you are an expert in your field. Share your blog to social media sites. Show up every day on social media and give something that is engaging, entertaining or educational. Make your audience laugh, teach them something new or point out something that they didn’t know.
Give your customers confidence in your ability to engage with them. They will see you as the ‘go to’ person and in time, this will convert to loyal customers. Consistency is what keeps your customers attention…it takes a long time to build up a customer base. And minutes to lose it. If you are not delivering, your customers will go elsewhere.
For me, creativity is about being original. Not about being the same as everyone else. For this reason, rather than use everyone else’s 7 Cs of marketing, or the industry standard, I’ve gone with what I feel is important. When I am helping small businesses with their marketing strategies, these are the things I concentrate on.
Creativity is HUGE! We are all constantly exposed to all sorts of advertising and, if you’re in marketing, you have to find new, creative, innovative ways to target your audience and get their attention. Creativity gets your brand noticed and makes your messages more memorable.
A lot of people out there buy things using their emotions, not for practical reasons. Being creative with your messaging enables you to communicate the emotional reasons for buying from you.
Every touchpoint you have with your customers is an opportunity to be creative and help your customers experience your brand in a positive and unique way.
I’m going to cheat here and do a ‘2 for 1’ offering! In my opinion, these two go together. Marketing is about communicating great messages to your target audience that reflect your brand, engage them and eventually convert them to customers. By regularly posting on social media, you will build up a community of people who follow you, who like your posts and engage by making comments, or asking questions.
You can set up your own social media groups, so customers can sign up for more in-depth information from you, or maybe coaching in a particular subject. They have to be a member to get access to this information – you may have a few freebie checklists, or helpful hints, or maybe even an e-book that they will get if they sign up. Building this kind of community really helps establish you as an expert and you gain the trust and respect of those who sign up. You’ll be recommended by them and so will grow your audience and also your customer base.
I haven’t mentioned communications specifically, but it runs through everything I’ve just talked about. Digital marketing, or online marketing, is without doubt, the most effective way to communicate with your target audience. You can talk to millions of people from all over the world.
Communication is at the heart of every business, big or small. Regularly communicating with them allows your customers to ask questions; it makes them care about your business; be loyal and recommend you to their friends and families. Most important of all, communicating shows you care, shows that your customers are valuable to you, that they matter and that you value their opinions.
If you have a website, set up a monthly newsletter and ask your customers/potential customers to sign up. They will then hear from you every month. You can use that newsletter to talk about new trends, new ideas, ask questions, teach them something, share your blogs, share new products and show them your human side by sharing what you’ve been up to away from work. The list is endless, but it will be engaging, entertaining and educational which is what marketing is all about.
I can’t stress enough how important good customer service is. Whether you’re looking for new customers or making sure you keep the ones you have, it’s important to make them all feel valued and wanted.
When you have been in business for a while, you will start to recognise the problems that your customers face. If you can answer those questions and solve those problems, they will become loyal customers who will recommend you to their family and friends. If you have a list of common questions that you know your customers need an answer to, put an FAQ section on your website and point to it from your social media pages.
Monitor your social media pages and email – if your customers ask a question, make sure it is answered promptly. You might be trawling a group chat or forum and see a question that you know the answer to – don’t hang around, answer it straight away. Show you are an expert.
You can also give your customers incentives to keep their interest and reward them for being good customers. You can offer freebies or special deals if they join your mailing list…or membership to a closed, member’s only Facebook group.
And, most importantly, say ‘THANK YOU’ to your customers. Make them feel valued, that you care and that you appreciate their custom.
There are lots more Cs I could use, but this has to be my seventh…Conversion. It’s the reason we do all the marketing, spend hours on blogs and engaging content. We are trying to get new customers…that doesn’t mean this is the be all and end all, but it is necessary to pay your mortgage and bills!
Knowing your audience and what they want…what their pain points are, will all help you to convert your audience into paying customers. The first thing to do is to make sure you keep track of your customers and potential customers. If you have subscribers to your email, they will all be at different stages in the marketing funnel. Some will be at the bottom, just starting to engage with your business, taking an interest in your content, products or services, but not yet ready to buy. These still needs lots of nurturing by producing that all important engagement, entertainment and education that I keep banging on about!
Next up are the ‘Market Qualifying Leads’ (MQL). They might have come to your email via a free download, (checklist, workbook etc.). And they might have signed up to your newsletter to find out more about you and your business and what you have to offer. They will respond well to receiving more information, but not necessarily to the hard sell. They won’t want to feel any pressure to buy, nor will they want to be bombarded with sales emails. That will just put them off and they will unsubscribe and you’ll have lost them.
The next group are ‘Sales Qualified Leads’ (SQL). This group may have been subscribers to your email for a while, downloaded several freebies, and maybe taken part in some free training. They will be engaged with your online content, following you on social media – and maybe a member of your social media private group. They will be familiar with your business, know how you work and what you stand for. There will already be some trust and respect for what you do. They might start asking specific questions which qualify a meeting. They’ll already know that you can solve their problems, and that you know their pain points, and will now be ready to move on to get the solutions for themselves. They might be open to coaching, or paying for a course, buying an eBook, or buying your products or services.
Always make sure you follow up on new contacts, engage with them as much as possible.
Ask questions, show an interest in them and be genuine!
Always listen to your customers. You may hear something that you hadn’t thought of – another way that your products or services can solve their problems. Or you might hear something that the customer doesn’t realise is a problem, so you can then educate them into recognising that problem – then offer the solution.
Whenever you put content out, make it easy for your potential customers to contact you. Add a Call to Action so they know what they need to do next.
Include testimonials so you have proof that what you offer or do actually works and that you give value.
And…I am at the end of my list of 7 Cs of marketing. I hope you have found this useful. Please follow my blog for more articles to help you with your marketing.
The marketing mix is not a new concept – it was first created by Jerome McCarthy in 1960 and consisted of the 4 Ps of marketing; Product, Price, Place and Promotion. Then in 1981, Booms & Bitner added three more Ps to the marketing mix; People, Processes and Physical evidence and these 7 Ps are now the set of key principles that are at the heart of all marketing strategies…often just referred to as the ‘Marketing Mix’.
How do the 7 Ps work?
If we look at all of the Ps, one at a time, you will have a better understanding of basic marketing theory and a great foundation with which to pull together your marketing strategy.
The 7 Ps of marketing are a set of key principles that belong at the very heart of your marketing strategy. They are sometimes jointly referred to as the marketing mix.
The starting point, as most marketers know, when pulling together a marketing strategy is to identify your target market, so you know who your customers are, what they like and dislike and what makes them tick. Once you know this, you can look at the 7 Ps.
Every product you sell, make, produce or think about making should have your customer at the very heart. It should solve a problem for them, or be something they need or want. It’s worth asking yourself, ‘What is it about my product that makes your customers want to buy it?’ Do you need to change or tweak your products in any way to meet your customers’ needs?
Your products should also be of good quality, and the research that you have done on your target market will give you the information you need to know about their tastes and their buying habits, so you can market your product in the best way possible to get the most sales.
There are lots of different things to consider when setting your price for a particular product or service you provide. Obviously it needs to be deemed as good value for money by your customers, but you need to take into consideration the costs of producing, promoting and delivering your product.
You also have to take the cost of a similar product that is sold by your competitors. Finding the right price for your goods is not just about undercutting the competition or offering a cheaper alternative. It’s about finding out, during your market research, what price your customer is willing or used to paying for products or services that are similar to yours.
For example, when you go to the supermarket to buy shampoo, whether you’re aware of it or not, you will probably buy a brand that is in what you consider to be in your price range. But, at the same time, you’ll probably look at other similar products on the shelf and are likely to try something outside of your habitual price range, just to try it…even though a cheaper alternative might be available! So, people don’t always go for the cheapest option.
Your product should be where your customers expect to find it. So where and how are you going to sell your products? Do you sell them yourself or outsource them to retail outlets? Do you sell from home via an online shop, sell online from your own website, or do you put them on a big selling website like Amazon? You might be a small concern and sell via party plan or on Social Media sites. It might be a combination of several ways.
Whichever way you choose, it must be where your customers will expect to find your products, and you need to take into account the shelf life of your products, so if you stock them yourself, you don’t find yourself with hundreds of products coming to the end of their shelf life and you can’t shift them.
This links into the place because, just as you need to put your product where potential customers can find it, you need to think about how you will let them know about your products through advertising. And it needs to be where they will look and also what they look for. For example:
Social Media sites
Promotions and campaigns
Exhibitions or trade stands
Advertising in newspapers, magazines, on radio etc.
This refers to the people who get your products out in the public eye, which includes you! Anyone who you employ or enlist help from to promote your business, or deliver a promotion or campaign need to have the necessary skills, qualities and drive to ensure its success.
You, and they, need to have excellent communication skills and deliver excellent customer service. After all, this is your reputation at stake and how you and anyone you employ behaves, impacts the way your customers will perceive you and your brand. You might need to delegate some of the work to a Social Media Manager, for example, who will know when and how to promote, and importantly, what will work best for your business. So, you need people around you who are like-minded, will effectively market your brand and encourage customers to spread the word about your products or services. And, never forget to keep learning and training yourself and your employees to develop new and relevant skills that will further enhance your business.
The processes are what is involved in delivering your products to your customers. How your products are delivered will have a huge impact on the overall customer experience, their satisfaction levels and whether they will be loyal to your business in future. It’s absolutely vital to get this right from the very start.
Website experience – is your website easy to navigate? Are your contact details in a prominent or obvious place so you are easy to do business with?
Delivery time – do you have a good delivery process? Is it reliable? Does your website and product description (if selling online), tell people about delivery times and what they should expect?
If your products are in a physical shop, what are the waiting times? Do they have to pre-order or can they just find the product in stock and in-store?
Aftercare – this is important too. Do you follow up after a sale to ask if the customer is happy with the product? If you do, and they are happy with your product, ask for a review to be left on your website or social media pages, or ask them to recommend their friends and family. You could even offer a 10% discount off their next purchase if they recommend you and that person buys from you.
Finally, the last P, is physical evidence. This refers to absolutely everything that your customers see and feel when interacting with your business. From the feelings your customers have when visiting a physical environment, such as a shop or office, to the area where you show your products or services, which may be online.
It cover all the physical equipment, such as invoices, receipts, confirmation emails, ‘thank-you’ cards, packaging and branding. All of these things make up the impression that customers will have at every stage of an interaction with you and your company or brand. People expect excellence in every aspect of business and they should get the quality and service that they expect…and of those that are set as industry standards.
It also includes how you act and relate to your customers. Are you awkward and aloof, or relaxed and friendly?
All these factors contribute to the overall customer experience, so make sure that your customers have a great one!
Benefits of using the 7 Ps in your marketing planning
The 7 Ps gives you a fantastic framework for your marketing planning. It will help you do a thorough job, so for each product you sell, or service you provide, ensure that each one follows the best practices of the 7 Ps. After all, it is referred to as the ‘Marketing Mix’ – it is the right marketing mix to put in place to make sure that each campaign, each project, each product will be successful. The 7Ps can also help you look at previous projects or campaigns that were not successful. I’m sure you’ll find that they weren’t in line with the 7Ps.
As I said at the very beginning of this article, the 7 Ps are a set of key principles that are at the heart of all marketing strategies. They help make the different between instinct-led marketing and process-led marketing, which in most cases is a more sure-fire way to success.
I hope this article has helped you to understand how the 7 Ps fit in and why they are such an important part of marketing theory. Let me know what you thought about this article in the comments below.
Your customers are your biggest assets; they love your brand, buy your products or services, recommend you to friends and family, give you rave reviews and are loyal to your business. It totally makes sense to have a customer-first mind-set and this is now firmly embedded in the culture of most big corporations. They recognise and understand that building the right customer relationships are crucial; it not only builds trust and loyalty, but also results in repeat business and recommendations. This is just as important, if not more so, with the small business. It’s not something that can be achieved overnight, but if you work on getting to know your customers like the back of your hand, your business will succeed.
You can’t successfully market your business if you don’t know who you’re targeting. Who is your ideal customer? What is their persona? Why would they want to buy your particular products or services? All these questions and more need to be answered so you know what your ideal customer looks like and what makes them tick. Then you will be better placed to target them with your marketing.
Identifying your target market is all about three things; Demographic, Geographics and Psychographics.
What is their age and gender?
Are they married or living together?
Do they have children?
What do they do for a living?
If you know what they do for a living, what is their rough income?
Do they own their own home?
You can usually gain demographic information from your existing customers by simply talking to them. Social media accounts can also give you relevant demographic information. If your customers are on Facebook, for example, you can usually see information like date of birth, relationship status – people seem to love to share about their lives on social media, so you will probably see if they have children or grandchildren, what they do for a living etc.
You could also get this information from feedback you get. For example, if you make and produce quality rag dolls, you may have feedback that says “Love your product, my daughter/grand-daughter loves her doll and hasn’t put it down since she received it.” This tells you that your customer is a Mum and Grandma and that she likes buying things for her grandchildren.
Knowing the demographics of your existing customers makes it easier to tailor your marketing accordingly.
If you’re really not sure who your target market it, go to Google and research some of your competitors, people who do the same as you, and look at their marketing techniques. Who are they targeting and how? What are the messages they are sending out? What images do they use? What media do they use to advertise? You will then have an idea of what direction you should be aiming for with your business.
This is the simplest – where do your target market live? Are they local to you? Just in a particular region? In the same country, but miles away – nationwide? Or international – in other countries?
Psychographics – why customers buy what they do
If demographics look at who your customers are, psychographics take you a bit further into their lives to find out why they buy the things they do. What motivates them and what makes them tick.
Psychographics include things like:
You might think this relates to hobbies, but it’s more than that. It’s more about what you’re interested in, rather than partake in. It’s probably the most telling feature on the list as ‘interests’ covers a wide range of things. Interests will include life experiences and are shaped by all sort of things, such as culture, upbringing and socioeconomic status.
If you have a child, you will be interested in raising them. You will look on Google for ways to be a better parent, how to keep them amused, how to deal with certain problems etc. You will spend time during the day automatically learning how to be a good parent and thinking about being a good parent, as well as playing with and talking to your child.
You may be interested in getting fit. You might want to change the way you look by losing weight, gaining weight, toning up muscles. This might have an impact on what you eat and drink, how you spend your time and where you go. You might go running, go to the gym, do a line dancing or salsa class!
You might be interested in getting rich, so will be interested in how people get rich quick, in celebrities and their lifestyles. You might google ‘get rich quick’ schemes or business opportunities.
You might simply be interested in going out with your friends and having a great time, drinking and eating in good restaurants, or just clubbing and getting drunk! This might spark an interest in fashion and accessories or fine wines and Michelin star restaurants.
One person’s interests will change over time. What you liked to do when you were a child are vastly different to your interests as a teenager and as an adult.
So, looking at this from a target market point of view, interests will not necessarily characterise your target market – you’ll want to look at a range of interests to suit each of your products or services.
Now then, activities is the section that could be described as hobbies. As part of psychographic research, you are going to want to know what activities or hobbies your target audience get involved in. You’ll get answers like reading, writing, going to the gym, fishing, taking part in a sport, computer games, playing a musical instrument, singing, painting…you get the picture. The list is endless, but the more information you can gather about your ideal customer or target market, the better you’ll understand them.
You also need to think about people who answer that they don’t have a hobby or many interests. How can you word the question so that you get some kind of answer? One way would be to say, ‘how do you spend your free time when you’re not working?’ Some people might be workaholics and actually spend all their time commuting to and from work and at work, so that when they’re home, it’s eat and sleep…yes, there are those that do that! But this still gives you an answer, and I bet that if they commute on public transport, they’ll be glued to their phone, so may see your ads or marketing. You can still target them.
Someone else might say that they spend their free time with their family – they may have children and they take up all their free time. It’s good to know that, again you can target parents.
Someone might be involved in their local community, run a Scout or Girl Guide group; they might be involved in church activities or council meetings. I’m sure you get the idea.
Each of these kinds of responses gives you a lot of information about your target market, or your ideal client.
This is pretty obvious – people may be reluctant to give these details, but if they say they attend services for example, you can always ask where and if they enjoy it. Are they an active member? Do they get involved in youth groups or teaching the youngsters about their religion?
OK, this is a pretty hard one and involves you drilling down further into the lives of your target audience. If you want to discover their attitude or opinion on something, you need to ask questions.
For example, if you sell beauty products, you could ask what they think about beauty products in general. You’ll probably get answers like ‘they must be cruelty free’ or ‘not contain palm oil’, or be vegan-friendly. They may ask if you do products for sensitive skin as they get eczema.
You’d need to think of questions that are related to your particular products or services. Let’s take another example, if you sell some kind of software, you might ask, ‘What do you think about the performance of Microsoft 10, compared to Microsoft 7 or 8?’
Obtaining attitudes to things around them, not just related to your business, gives you a much deeper insight. You could ask about their opinion on the government or wind turbines. Knowing someone’s opinion or attitude to the world around them helps you to know your audience better and know more about what makes them tick.
Asking questions will also give away details of your targeted market’s personality, their values, what they like to spend money on and their lifestyle choices.
However, psychographics are difficult to gain and take a huge amount of time, effort and research in order for you to gain all the information you need. This is one of the reasons why big companies have a marketing department, solely dedicated to finding out who the customers are and working out the right way to market their products to attract those customers. If you combine the data you collect on the demographic and psychographics of your customers, you can paint a picture of what your potential buyer (or your buyer persona) will look like and who they are. Let’s have a look at one example …
Let’s say you’ve done your research and this is what you have discovered…
Female, aged 40 – 55
Married with children
Household income around £45,000
Stay at home Mum who works part-time
Interested in health and fitness
Likes to be eco-friendly
Is an active member on Facebook and Pinterest
Likes socialising with her small group of friends
This demonstrates the difference between the two sets of data and why it’s important to gain both – you have more insight into what your customers might like. Then you can look at your products to see what would interest this kind of customer.
How do you make this relate to your business…and therefore your marketing? I’ll share some examples…
If you have a crafting business, for example, and your crafting activities were soap making or candle making, you’d know that this customer likes natural ingredients that are environmentally friendly and safe for children, so that could be part of your marketing angle.
If you are in the catering industry, making cakes or preserves, she might be interested in special birthday cakes for her family or in your preserves and pickles that use natural ingredients.
Her children are likely to have birthday parties and her friends are likely to have children of a similar age, so anything you make from a crafting perspective may be of interest – bunting for parties, toys, jewellery, etc. And as she enjoys socialising with her small group of friends, she may be interested in hosting an at-home party to buy your craft products.
Where to find her
Once you have this data, you’ll also know where to find her and this is very important. She may attend local fitness clubs or gyms; she may visit a local spa; she will enjoy lunches out at restaurants or bars with her group of friends. This is where you could leave your flyers and business cards.
Now you know what your customer looks like and what she’s interested in, you can tailor blogs to suit her, you can make products you know she’ll like, and you can find out if she has any particular problem that your products can solve.
Survey your existing customers
If you already have a raft of existing customers who buy from you regularly or even customers that have bought once or twice, hopefully you will have asked for their email address, so you can let them know when you launch new products or have any special offers etc. If you have emails of customers, send them a simple survey asking them some simple questions. You can gain both demographic and psychographic information this way, but you can also find out what products of yours they like, what they don’t like, what could be improved and what other products they’d like to see you supply.
Analyse the feedback you have from your customers
Do you have feedback from your customers? Do they recommend certain products? If they do, what reason do they give for the recommendation? It might be that the reason they give is a great tip on how to market that product.
If you have any negative feedback or complaints, don’t put them away and forget them or let them get you down.
You should look at negative feedback/complaints as an opportunity. What are they complaining about and why? Can that product be improved? Imagine being able to go back to a customer telling them that you took their complaint or feedback on board, looked at ways to improve the product and have come up with a new and better product. Then offer to let them have it at a reduced price.
This shows goodwill, shows you’ve listened to that customer, done something about it and then offered the improved version. They will feel valued as a customer, feel that they’ve contributed and will be much more likely to sing your praises and recommend you to their friends and family. You’ve just turned around a complaint into a compliment!
How do your customers like to buy their products?
These days, I would hazard a guess that most of your customers will want to look at products/services online before they buy. They have such a wide choice that it’s important you make yours stand out. People spend their commute to work, breaks, lunch hour, evenings and weekends online, usually browsing through social media sites or looking for something specific. If you are not on these platforms then your products/services will not be found.
Social Media is a great way to promote your products or services and to advertise what you do. But, you also have to bear in mind that not everyone is on social media. If your target market is in the older age bracket, they may prefer not to be on social media, so you will have to reach them another way.
Even though they don’t do social media, your target audience probably still uses the internet to search for things they want. You could set up an online shop on eBay, Spotify or Etsy.
A website is a crucial business tool – you can link it to your Social Media sites and vice versa. A website can help you reach a wider audience – it gives you a shop front that is open 24/7 – you can even sell when you are sleeping and you can sell to anyone in the world!
You can put more information about yourself and your business and products or services that you can on Social Media and, if you have an online shop, you can point your customers to that site. Whatever you choose to do, there is always a marketing technique to support it. If you have a website, you can also choose to add a blog, which could also be a fabulous tool to write about your individual products or services … just another way to get your name/business out there.
I know this has been a very long post, but I hope that it give you inspiration and fires you up to investigate your target market in more detail. Once you are armed with all the relevant information, and market your products or services to that audience, you stand a much better chance of making a sale or obtaining a new customer for your services.
If you’ve enjoyed reading this blog, please like and follow me for more marketing information for small businesses. And if you have any comments, I’d be pleased to hear from you.