How to Find Your Ideal Customers Online
As more and more of the world gets online, the challenge to find the hiding spots of your ideal customers increases. But there are a wealth of tools to help you.
Before you can start, you need to be beyond clear about who you are looking for.
You need 3 distinct segments of information on who you are looking for.
- Demographics. This is a starting point not an end point. Age, life circumstances, income, location are all important in helping you narrow your focus but on their own they are not enough.
- The issues your target market need to solve. Without this insight, you will not know if there is even a market for your product or service.
- How your target market thinks, sees the world, interacts with the world and what their aspirations are. This information will inform the approach you take and the language you use connect with your ideal customer.
That voice, the one in your head, that whispers less than sweet nothings to you – you know the one I mean.
The one that says
- You’re not good enough
- You don’t know what you are doing
- They won’t pay that much
- They’ll laugh at you
- They won’t take you seriously, who are you to have an opinion?
- You aren’t as good as they are
That’s the one – the one that says it is trying to protect you.
(v) To travel in a purposeful manner towards a vague destination
We have access to limitless amounts of information and somehow this has spawned a belief that we have to have it all figured out. That if we don’t, we are less than we should be.
Well that’s hogwash.
This is a journey of discovery, of learning and of excitement. Journeys are a lot more interesting and rewarding if they aren’t planned down to microscopic detail. We can either look at our itinerary or look where we are, appreciate where we are and grow from the experience.
But a journey without a destination – that is a different matter.
Be honest, does the thought of competition give you a sinking feeling?
Many small businesses dream of having the market all to themselves thinking that it is so much easier to market and grow without that pesky competition getting in the way.
The problem is that we actually need to lean into our fear of competition to reap the benefits. Competition is good for businesses and you can make it really positive for you too.
We all have business tasks that we try to avoid.
Do you ever get that slightly crushing sensation when you have to turn your attention to tech tasks?
Or do you run for the hills at the mere mention of copywriting?
In our day to day work, most of us reside predominantly in one side or other of our brains. We are either focused on linear, sequential, logical tasks or we are working on creative, intuitive, multidimensional activities. And shifting from one to the other is incredibly disruptive and challenging. Unfortunately, shift we must because our businesses need attention from both sides of our brains.
A business is nothing without its customers.
Yet being seen by customers, getting them through the door and sealing the deal often seems like a dark art.
Customers and clients are the lifeblood of any business – a lack of customers or a customer that doesn’t buy is a cause of a huge stress and worry. It may seem like an unfathomable problem but 99.9% of the time solving the riddle starts with one simple thing.
To get the attention of a customer, you have to know who they are. To persuade a customer to buy, you have to know what they want.
Without this simple fundamental, growth of any kind is a game of luck and chance.
What exactly does this mean in practice?
What on Earth is SEO?
You know it stands for Search Engine Optimisation and you know it affects your search rankings. But what exactly does that really mean? And what are you supposed to be doing?
SEO is understandably confusing for many entrepreneurs and business owners. Google SEO and you will be overwhelmed with technobabble and ads for SEO services – which probably leaves you thinking that you ought to be employing an agency to do this for you.
STOP RIGHT THERE!
Information – it’s a wonderful thing.
We live in a time when we can find out anything at the touch of a button.
Every day we are besieged with information that promises dramatic results or gives us the key to achieving our goals. It’s addictive and makes us keep searching for more.
The problem is that information on its own is just knowledge without experience. For information to be valuable, we have to put it into action. And to do that, sometimes we have to stop absorbing information and start learning through doing.
We all get busy doing the things we love that sometimes we forget about or avoid the things that don't set us on fire. For many entrepreneurs, that means some of the really techy things.
One thing I come across time and again is entrepreneurs and small businesses who don't have full control over their digital assets.
It's not an exciting topic and it gets put on the backburner all too easily. But if you lose control, the heartache and financial stress that results is devastating.
Small businesses are a huge part of our economy – over 99% of private sector businesses are small businesses in the UK and the majority of these are sole traders.
Small businesses are more than an integral part of our economy; they are the cornerstones of innovation, quality and creativity.
Yet the really scary fact is that half of all small businesses don’t last more than 5 years.
Whilst there is a myriad of reasons for this, failure to invest in marketing is most certainly a huge contributing factor. Find out how your foundations are stacking up with this survey.