Lately, the team here at CY has been talking a lot about helping our clients find their online marketing happy place. While we realize that we could just hand you a website, wish you luck and send you on your way, that approach just doesn’t really jive with our values as a company. We know it takes more than a website to create an effective online presence. So we’re always thinking up ways to offer our clients MORE.
With that in mind, let’s talk about your customers. We know that “getting more customers” is a major motivating factor for why a lot of our clients end up coming to us for a new website to begin with. It totally makes sense – more customers —> more sales —> more money in the bank, right?
Actually … no.
Well, okay … maybe? I’ll give that a solid maybe. 😅 But focusing on your customer VOLUME is a bad place to start.
Why? Repeat after me …
You don’t really want MORE customers.
You want the RIGHT customers.
Here’s what typically happens: A new business owner opens up shop and is so eager to succeed, they start throwing TONS of energy at any teeny, tiny prospect that comes their way. Often, while they are busy bending over backwards to accommodate every request, solve every problem, answer every objection and please every person who shows the slightest interest in their product, they completely lose sight of their message and purpose.
Even worse? The truly engaged customers they already have start noticing that they aren’t really a priority for this company.
This is a classic recipe for burnout.
Here’s an alternative scenario: What if you sat down and made a list describing the person you actually WANT to have as a customer?
And then, what if you spent all your time, energy and advertising dollars on only THAT type of person?
I know this takes a major shift in mindset. We’re so sold out to the idea that “hustle and hard work” are all you need to succeed that it’s hard to take a step back and think about this differently.
Think quality, not just quantity
Is it logical to spend all your time and energy pursuing every lead (no matter how vague) that comes your way? Or should you make a plan and focus all your energy pursuing the most valuable leads – the customers who are actually begging for your product and will gladly pay what you’re asking?
I’m guessing that we’re all going with option two, right? 😉
Okay. But the question I now hear you asking is this: WHERE DO I FIND THESE MAGICAL, UNICORN CUSTOMERS????? 🦄
I’ll get to that in a minute. But first, I’ve got a little homework project for you (yay!).
Make a list that defines your perfect customer.
- How old are they?
- Are they male or female?
- Are they married or single?
- Where do they shop?
- Do they have kids? Are they younger kids or older kids?
- What do they care about?
- What are their values?
- What do they worry about?
- What problems are they trying to solve?
- What do they need your product to do for them?
Ask: Where does my customer spend their time online?
- What social media platforms does my customer currently use? Does my company have an active presence on those platforms?
- Are the ads I’m currently running targeted to this customer? Am I seeing any conversions from those ads?
- Is the copy on my website speaking to this customer? How can I tweak that copy to make it even better?
Obviously, this is an abbreviated list of things we could talk about on this topic. And I don’t want to make you keep scrolling through this post for dayzzzz.
So let’s do this instead – let’s set up a phone call or a coffee meeting (our favorite thing!☕) and talk about your dream customer. Let’s figure out who they are, what they are looking for and how we can help your company give them exactly what they want.
See Also: Social Media – Which Platforms Make Sense for Your Business?
And Also: How Metrics Can Save Your Business (Part One)