IS IT TIME FOR AN ONLINE MARKETING MAKEOVER?https://www.wildfigmarketing.com/wp-content/uploads/2020/04/architecture-1857175_1280.png900600Kari SwitalaKari Switalahttps://secure.gravatar.com/avatar/afe40327aea883b391338bde2148032c?s=96&d=mm&r=g
If your online marketing is looking a bit out of date, it may be time for a makeover! Giving your marketing a fresh look doesn’t always mean a complete overhaul – there are a few small things you can do that will make a big difference in your online appearance.
REFRESH YOUR TIRED LOGO
If your logo has been around a while, or if it no longer effectively represents your brand, it’s time for a refresh. Again, there’s no need to go overboard here – you don’t necessarily need a whole new logo. A few small changes can do the trick. For instance, you could add a symbol to your current logo or change the color scheme. Our logo has changed 3 times over the years! As you can see, we didn’t make major changes – just tweaked the color scheme each time. The color of your logo should reflect your brand’s persona (more on that in a bit). If your logo’s colors no longer do that, or if your brand’s personality or values have changed, a color refresh could be just what you need.
When making changes, keep current and upcoming design trends in mind to make sure your logo is relevant to today’s market. Simple/minimalist designs, geometric shapes, unusual fonts and gradients or neon colors are a few current trends to take note of. Ultimately, you want a logo that simply and effectively conveys your brand’s ideology and resonates with consumers.
SAY GOODBYE TO STOCK PHOTOS AND HELLO TO CUSTOM PHOTOGRAPHY
If your website is full of generic stock photos, adding some custom photography can make it much more engaging. Stock photos might look fine on your site, but they don’t show potential customers who you are as a company. We recently hired Dan at The Anthologie to do a photoshoot with our entire team and a bucket of props! Not only was it a lot of fun, but we ended up with great photos that represent who we are in a simple but effective way. Photos of your team also show potential clients who they will be working with. This helps consumers get to know you a bit before they even meet with you!
Updating your photos on a regular basis also shows potential clients that you’re keeping up with trends and are on top of things. This goes a long way to building consumer confidence. Also, make sure your photos are optimized for both desktop and mobile (a good photographer can help with that). And don’t forget your social media photos! Regularly changing photos on social media helps to keep engagement up. People are inundated with images every day – to stay relevant, you need to update your photos often.
SHAKE UP YOUR EMAILS WITH NEW HEADERS
Keep your emails fresh and relevant by using updated headers that reflect seasonal elements or highlight upcoming special events. It’s an easy change that doesn’t take a ton of time and helps make your emails more eye-catching. Your email header should grab people’s attention and make them want to continue reading. In order to do that, you need to change it up often. Your clients’ inboxes are likely filled with countless new emails on a daily basis, so make sure your email headers stand out in the crowd. We love using www.canva.com to create ours – check it out!
CREATE AN ONLINE LOOK THAT REFLECTS YOUR PERSONA
Ours is all about fun, passion & creativity…wait till you see our new website (coming soon)! What is your brand’s persona? If you’re not sure, imagine your brand as an actual human being. How would you describe them? What would their name be? How about their favorite color? Favorite food? How would they dress? Thinking of your brand in this way helps put into words who you are as a company, what your values are, and what you want to communicate to your clients and potential customers.
People love a good story. Use your online presence to tell the story of who you are. What are you passionate about as a business? How did your company get its start? Why do you do what you do? Everything on your site should help tell this story, from the words you use to your photos and color scheme. Consumers love this kind of personalization – it helps them feel connected to you, which in turn builds trust.
SPRING FOR A PROFESSIONAL HEADSHOT
Headshots can get dated quickly, as hair and clothing styles change often. If it’s been awhile since you last had your headshot taken, it’s time for a new one. Your headshot allows people to get to know you a bit before they meet you. As we’ve mentioned already, that puts people at ease and builds trust. This is crucial both for potential clients and potential employers! Therefore, it’s important to have an updated headshot on your website and all social media accounts – especially LinkedIn.
When you have your photos taken, make sure what you wear reflects your personality and your current or prospective career. Keep it simple with solid colors (avoid solid white or fluorescent colors, and choose darks or neutrals for outerwear). Bringing a tie or scarf and a couple of layers will give you options to choose from. And though you may feel silly doing it, practice your smile! Really – get in front of a mirror and practice to see what your smile looks like. You’re going for a relaxed, at ease smile.
These are just a few ideas to keep your online look fresh and relevant. Need help with any of these things, or more great ideas? We’d love to help you look fantastic online – contact us today to see what we can do for you!
3 TIPS & TRICKS TO CONVERT MORE PROSPECTS FROM YOUR LANDING PAGEShttps://www.wildfigmarketing.com/wp-content/uploads/2019/07/Landing-Page-Summer-2019-blog.png900600Kari SwitalaKari Switalahttps://secure.gravatar.com/avatar/afe40327aea883b391338bde2148032c?s=96&d=mm&r=g
It’s the dog days of summer at Wild Fig Marketing HQ in Minnesota. We’ve been known to cast a line or two at the end of the day (often with a cold beverage in our hands, but that’s a topic for another post!). Marketing with landing pages can be a lot like fishing—it’s more productive if you use the right lure for the type of fish you’re trying to catch.
Like great anglers, great landing pages make marketing look easy. But there’s a lot of know-how and experience that make great anglers—and landing pages—successful. Here are a few tips from the master marketing anglers at Wild Fig Marketing that will help you convert more prospects from your landing pages.
1. Tell your prospects they’re at the right place.
We’ve experienced it so many times—a Facebook ad headline catches our attention, so we click on it. But the landing page it brings us to has nothing to do with what the Facebook ad promised. Yikes!
Landing pages are all about simplicity. If they’ve clicked your ad, your prospects have already shown they’re interested in what you’re offering. Make it easy for them to confirm that your product or service is what they need, then make it easy for them to make the decision to opt into your landing page giveaway (more on that below).
So, how do you let your prospects know they’re in the right place? Just match the headline in your ad to the headline on your landing page. Yes, it’s that easy! But you do need to make sure the headline you use is compelling, engaging, and reflects your brand. Wild Fig Marketing can help with that.
2. Before you sell, give.
In today’s digital marketplace, your personal information is currency. Users expect to get something in return to sharing their name and email with you. What you give away should reflect your brand, provide something valuable, and build trust with your prospects.
The possibilities for your landing page’s giveaway are limitless. Here are a few ideas we’ve seen work well for our clients:
A guide to building their business, natural cleaning products, training their new shelter dog, or whatever it is you can help them with.
An eBook or PDF that offers a solution to a common pain point your prospects experience.
A video explaining your product or service with a free trial offered at the end.
How do you decide what to offer your prospects? Listen to your customers! Understand what drove them to work with you—likely, it’s similar to what your prospects are looking for. Comb through your online reviews, send your customers a quick survey, or just pick up the phone and ask them.
The Wild Fig Marketing team can also help you come up with high-value, engaging ideas for attracting prospects. We’d love to get our creative juices flowing for you!
3. Make the decision easy for them.
Have you heard the phrase, “make the right thing the easy thing”? It can apply to nearly anything in life—eating well, parenting, and yes, attracting prospects. Compelling visitors to your landing page to act is a big deal. As our friends at Ontraport say, “They have to decide if your product or service is for them. Then they have to decide if they like your approach, personality, and specifics (such as features). Then they have to decide if they like it all enough to take action right now.”
That’s a lot of decisions, so make the process as easy as possible. Write succinct, engaging copy that drives right to why your prospect is considering working with you and the solution you offer. Choose engaging images and videos to accompany your copy. Then, take some time to come up with button copy that affirms their decision. “Submit” and “Enter” don’t cut it. Make your button copy specific to what you’re asking your prospects to do. If you’re offering a business guide, for example, your button copy could be something like, “I Want to Grow My Business.” It’s subtle, but button copy can make a big impact on your conversion rates.
Ready to make the most of your landing pages? Wild Fig Marketing can help. Contact us today to get figgy with it.
Millennials & the MedSpa Industryhttps://www.wildfigmarketing.com/wp-content/uploads/2018/08/millenials-medspa.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
Millennials are big consumers of medical spa services. No longer are various cosmetic procedures the domain of the golden generation: The selfie generation has embraced them with vigor.
Millennials Embrace Medical Spa Services
Here are some statistics. According to the American Med Spa Association, the med spa industry is growing rapidly in the U.S. with double digit revenue gains reported since 2010, with an additional 8 percent growth anticipated by 2020 as more millennial clients seek non-invasive treatments. Botox treatments have grown as much as 41% for 19-34 year olds from 2011 and 2015. Even though more Americans are over age 65 than ever before, millennials currently account for 20 percent of med spa patients, and they’re entering their prime earning years.
The American Academy of Facial Plastic and Reconstructive Surgery says
“31 percent of men state they are “extremely likely” to consider either a surgical or non-surgical cosmetic procedure. Of this 31 percent, more than half were millennials between the ages of 25 and 34 years old. Another 34 percent were millennials between the ages of 18 and 24.”
Why Millennials Consume Medical Spa Services
Millennials have gotten the message that early intervention can help maintain youthful good looks. Both men and women in their 20s and 30s are seeking preventative measures and non-invasive treatments. Many treatments, such as Botox, now have a long and reliable track record.
Experiential Not Material:
The millennial generation is known for its emphasis on experience rather than material goods. They’d rather spend their income on looking good than on a new sports car.
Media And Celebrities:
Many celebrities are unabashed about their use of Botox, injectables and more. Groupon gathered these quotes: Simon Cowell:“To me, Botox is no more unusual than toothpaste.” Sharon Osbourne:“I think that Botox is one of the best things that’s ever been created for cosmetic surgery.” Vanessa Williams:“I use [Botox] very sparingly. I want to look natural.” Jennifer McCarthy: “I am team Botox! I do it here and there. I use very little, so my face still moves.”
Millennials spend as much as one to two hours every day on social media sites, where they’re inundated with pop culture and celebrities, and encounter pressure to measure up to both peers and stars.
Also according to Groupon:
55% of selfies are taken by millennials(compared to 24% from Gen Xers and 9% from baby boomers). Millennials often spend an hour a week just on their selfies (between taking pictures, sharing and editing). The average millennial is expected to take over 25,000 selfies in a lifetime.
Millennials Embrace Technology:
Millennials have grown up with technology, which may reduce their aversion to cosmetic procedures, especially those that are less invasive or well proven. Technology is also creating increasingly customized options, such as DNA testing to identify the best treatments for an individual’s genetic fingerprint.
According to AmericanSpa.com: 23andMe recently partnered with the Procter and Gamble brand Olay to identify what factors help people look younger. Although the study found that certain lifestyle choices might be more significant than genes when it comes to achieving youthful-looking skin, the study illustrates the growing relevance of genetic testing when it comes to product formulations. “In this study, having skin that looks exceptionally young—ageless—was not down to luck; genetics plays some role, but factors within women’s control have larger effects,” says Frauke Neuser, Ph.D., principal scientist of Olay Skin Care. “Future genomics and genetics research might enable us to provide increasingly personalized services and product solutions for women around the world.” Olay introduced a number of reformulated products based on the results of the study.
Many spas are now offering DNA testing and DNA compatible treatments.
Millennials: Med Spa Customers for Decades to Come
As the millennials’ interest in medical spa services converges with their growing spending power, Med Spa marketing can’t afford to ignore them. Think about it this way: These are potential customers whose loyalty could represent five decades of continued
patronage. While medical spas don’t want to alienate their senior customers, they’re making a costly mistake if they market their
services exclusively to the older demographic. If you’re a medical spa, talk to us about giving your marketing efforts a facelift, and ensuring that you appeal to the millennial generation. With their youth, volume and earning power, they’re a market you want to make a meaningful connection with.
If your business could use help in reaching this generation? Contact us today for your FREE 15 minute consultation with a marketing expert to discuss ways you can specifically target the millennial market!
Is Blogging Dead?https://www.wildfigmarketing.com/wp-content/uploads/2018/07/blogging-dead.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
IS BLOGGING DEAD? AU CONTRAIRE
Living in the midst of a continually-evolving online environment, we are constantly re-evaluating which platforms deserve our precious time and effort when it comes to marketing our businesses. One platform that is often pegged as increasingly irrelevant is that of the blog. We are here to assure you that not only are blogs relevant but they are central to your marketing strategy.
Here are 8 pieces of proof that blogs are very much alive and well!
Blogs sit on your website. Whereas social media platforms run distracting ads, blogs command the attention of your audience. They also increase the amount of time your audience spends on your website, increasing the likelihood of visitor engagement and conversion.
Blogs increase SEO. Unlike with all of our favorite social media platforms, blog content actually populates in search engines! And when you provide relevant content, your visitors will engage with it and share it, increasing your search ranking.
Blogs give you the opportunity to engage one-on-one with website visitors. Be diligent in responding to all blog post comments and engage your prospective clients in conversation they value.
Blogs are something you own and therefore something you control. This means you’re not at the mercy of social media’s ever-changing algorithms. In other words, your SEO will not unexpectedly take a dive and leave you desperately trying to catch the wave of the latest algorithm.
Blogs are content marketing that helps you reach your target audience. Your blog provides the information your prospects are searching for. Your valuable content can position you as an expert in your field and who doesn’t want to do business with a field leader? Win-win.
Blogs are a great way for your prospective clients to get to know you, your product and your backstory better. They add a personal touch to what may otherwise be an impersonal, strictly-business website experience.
Blogs allow you to create more internal links on your website. This gives your website visitors a greater sweep of your website and the valuable content it contains.
Blogs drive website traffic. Be sure to regularly update your valuable blog content and watch your visitors come back for more! This will also increase engagement as the more fresh, relevant content you provide, the more opportunities there are for visitors to comment on and share your posts. And guess what? Increased engagement means increased conversion. Bam.
If you shut it down completely or haven’t updated it in awhile, now is the time to resurrect your blog. If your business doesn’t currently have a blog, getting a blog off the ground is one of the most important marketing investments your business will make.
HOW TO FILL YOUR SALES FUNNELhttps://www.wildfigmarketing.com/wp-content/uploads/2018/05/Filling-the-sales-funnel-2.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
The funnel… It’s not what it used to be.
Remember when a funnel was a device used in the kitchen to put jam into jars, and in the garage to put oil in the engine? Today, in marketing-speak, it describes the channel your prospects enter, which narrows down like the hat of the Tin Man, delivering a smaller, select group of nearly-converted customers into your eager hands. It’s an important early step in the customer’s journey.
Keep That Funnel Full
We see lots of talk about filling your funnel, and for good reason. You’ve always got to be filling that funnel: generating leads, connecting with prospects. Even if you have all the customers you could wish for, it’s dangerous to get complacent. Things change: companies go out of business or switch their loyalties, so whether you’re sitting pretty with a full roster of great clients, or looking at gaps in your schedule or production line, you always need to be filling that funnel.
When your funnel is full, you’ve got plenty of highly qualified prospects lined up, so it’s easier to relax. It’s also good to know that you’re not overly dependent on every current customer and client: you’re in a much stronger bargaining position when your funnel is full, and you don’t have to acquiesce to every demand at the negotiation table.
The important thing is to consider funnel-filling a maintenance activity. Incorporating ongoing activities which attract prospects is key: You don’t want to be scrambling when a client surprises you by departing.
How Do You Fill Your Funnel?
There are plenty of tools out there for generating leads. In fact, there are so many that it’s easy to get overwhelmed. We recommend that you keep your ear to the ground and stay acquainted with the options out there, but focus on a few activities which suit your industry, your clientele and your personal affinity. As long as you keep replenishing your supply of potential new clients, you’ll be in good shape. No one can or should engage in all the tools out there for attracting leads — try a few methods, and keep what works.
Here are our favorite funnel-fillers at Wild Fig Marketing.
According to the Data and Marketing Association, for every $1 you spend on email marketing, you can expect an average return of $38. That’s a pretty good return, right? Email lets you keep in touch with people who have expressed an interest in you. Have you ever visited a website, and signed up for their newsletter simply to make sure you remembered the organization and what they’re up to? That illustrates the power of email marketing.
Blog to Establish Credibility and Attract Loyalty
Establish a credible blog. That means providing lots of useful, objective, insider info to people and companies in your industry. It doesn’t mean loading each post with lots of sales pitches. The goal is not to sell to your readers, but to earn their trust and respect. Generously sharing industry news and expert advice will earn loyalty, and increase traffic. When readers truly value your content, they’ll keep coming back AND they’ll trust your expertise.
Have you ever visited a website, and encountered a pop-up? They typically entice you to enter your email address in exchange for restricted content, such as a white paper or a tutorial. This is a great way to turn visitors into leads, while establishing your qualifications in the field.
Fill Your Sales Funnel
These are just three of the dozens (maybe hundreds?) of ways to fill that vital sales funnel. Experiment! Try a few techniques, and find two or three favorites which suit your business and your personal style. When you know you’ve got more business right around the corner, the pressure is off–it’s a lot more fun to do business, no matter what your industry. If you need help with any of this, feel free to contact us to get something started!
Choosing Your Lead Magnet Campaign Offer: Things to Considerhttps://www.wildfigmarketing.com/wp-content/uploads/2018/03/choose-lead-campaign.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
A lead magnet campaign is a marketing approach that businesses use to attract new customers. This type of campaign extends an alluring free offer to prospective customers in a format such as an ebook, digital pamphlet, video, webinar or the like.
When choosing what to offer for your lead magnet campaign, it’s important to keep a few things in mind:
Provide value. Clearly communicate with your prospect the value your content provides. Acknowledge your prospect’s pain points and address how your free item provides a solution. Give a brief explanation of the item they are interested in opting in for and include several statements that support its value. Close with a quote or testimonial to drive the value home.
Keep it short. The goal of a lead magnet campaign is to attract qualifying leads and convert them into customers. Oracle Marketing Cloud reports that lead conversion stands in direct correlation to the number of form fields your prospective customer is required to fill in in order to receive their free product. Only requiring a first name, email address and the answer to one qualifying question will provide you with just enough information to properly segment your new lead and keep this lead engaged with your process.
Nurture your leads. Once you have basic contact information for your lead (and they have their free item!), nurture your lead over time with more free, valuable information. This regular communication will keep you top-of-mind while reinforcing their perception of your brand as an expert in the field. Then, when they’re ready to make a purchase they will seek out their ‘go-to’ in the industry – you!
If you would like help building your own lead magnet campaign and need some help or strategies on how to do so, contact the experts at Wild Fig Marketing to schedule your free 15 minute consultation. We’d love to discuss how we can help your business attract more quality leads in less time!
Want to walk away with a plan you can easily implement? Then schedule a Marketing Strategy Session – a one on one session with one of our marketing experts where a strategy is devised and you walk away with an easy-to-implement plan. Learn more or sign up here: http://bit.ly/2k4nKqq
Marketing is Good…Educating Your Customers is Better!https://www.wildfigmarketing.com/wp-content/uploads/2018/02/Marketing-is-Good.....Educating-Your-Customer-is-Better.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
Everyone knows that marketing is an important part of any business model. If customers don’t know about your business, there will be no business. The challenging part about that is figuring out new and exciting content and promotions to keep your customers engaged. An effective communication tool is education. Launching a customer education program opens the door to an entire world of content, and cleverly gets potential customers to choose you.
Won’t they just do it themselves? You might be worried that customer education is going to turn them into diy’ers when it comes to what you’re an expert at, therefore causing you to lose business. However, it’s more likely that just the opposite will happen. Think about a salon that educates their clients on hair color you buy in a box vs. salon quality color. That salon just saved their potential client a ton of time in research and kept them from severely damaging their hair. In that example, the salon owner has positioned their staff as experts in hair care with compelling reasons to spend more on quality.
How do I educate? First, look at your customer base. Are they loyal? Do they already know what you do? If you’re just starting out, focus on educating your followers on what you offer and how it can make life easier.
Keep your messaging informative and formulate it to answer burning questions. Remember the salon we were talking about? Imagine if they launched a campaign on different techniques for cutting hair and how their stylists need to know how to cut thin, straight, thick, or curly hair. The salon is essentially telling potential customers that their salon’s stylists are artists with the education and experience necessary to make each one of their clients feel great!
If you’re established and you have a solid customer base, it’s likely they know what you do and why they should use you. In that case, offer information or tips that reminds your customers why they need you. If our salon educated their followers on the latest style trends, it would get clients in the door to get a fresh new hairstyle with their new wardrobe. The point is, keep your customer education centric to your business’s goal, which is likely to get customers and keep them coming back.
Adding in a customer education component to your marketing strategy has many benefits:
You establish yourself as the expert
Your customers know you care that they are informed
You create a subtle way to engage with your audience
If you’re ready to learn more about the how’s and why’s as to educating your potential and existing customers, Wild Fig Marketing is here to help! Schedule a free consultation call here and you will walk away with ideas on how to start an education campaign.
The Importance of the Customer Avatarhttps://www.wildfigmarketing.com/wp-content/uploads/2018/02/The-Importance-of-the-Customer-Avatar-copy.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
There’s nothing new about the idea that we have to know our audience–our potential customers–in order to achieve success with our branding and marketing efforts.
Avatars: Beyond Demographics
However, the idea has evolved in recent years, and now we’re getting much more specific when envisioning our prospects. Current wisdom says we take it beyond simple demographics, envisioning customer avatars.
While old-school marketing was content to describe customers as Birkenstock-wearing or Volvo-driving or Duck-Dynasty-watching, today’s concept of the customer avatar or customer persona hones into much greater detail, envisioning a fictional person who represents a profile of your typical customer.
Detailed Questions, Detailed Answers
When building your avatar(s), ask plenty of questions beyond their relationship to your product or service. You want to know where they spend time online, what problems they need solved, what resources they trust. Where do they get their news? Where do they shop? What are their hobbies? What magazines do they read? What advertising do they respond to? What kind of car do they drive?
Thoughtfully evaluate your customer base on many spectrums: CNN, NPR or Fox? Manolo Blahniks or LL Bean? Whole Foods or Grocery Outlet? Sierra Club or NRA? Cash or Credit? Facebook or Instagram? Crossfit or Pilates? Green tea or espresso? Craigslist or EBay?
The Benefits of Avatars
This may seem like an elaborate exercise, but it really pays off. How?
You begin to view your prospects as real people, not faceless demographic compilations.
You narrow down your target market, which allows you to target them much more effectively than trying to be all things to all people
You narrow down their pain points, enabling you to address them much more specifically
You have a consistent perspective from which to build your brand and make important decisions
You’ll have the tools to identify when you’re at risk of jeopardizing one avatar in favor of another, and to make a conscious choice in the matter
How Do You Craft Your Avatars?
Glean any information you can about your existing audience. Consider setting up online surveys–you can offer something valuable in return, such as access to special content or a discount. Interview a select group of customers, offering an incentive to them as well. You can mine your CRM for data on your existing customers and prospects.
Casually talk to customers whenever possible. Ask your sales people for their impressions on the matter.
Imagine, for example, a survey cars in two distinct drive-throughs, Starbucks and Taco Bell. You could ask what kinds of cars, how well they’re maintained, and the number of people in them. Don’t you expect there would be a difference? Wouldn’t that generate useful information for building avatars?
Ask Your Avatars
Once you’ve crafted a few vivid, three-dimensional avatars, test your marketing and product ideas against everything you know about them. Taglines, color schemes, advertising channels–they can all be evaluated in the context of your customer personas.
Avatars Help Laser-Focus Marketing Efforts
Once you confine your marketing efforts to a highly defined, but more limited market, you’re able to engage those individuals on a much deeper level, and make better decisions with them in mind.
If you could use some help creating your customer avatars, or with other areas of your marketing strategy, contact us today!
3 Tips to Identifying Your Target Markethttps://www.wildfigmarketing.com/wp-content/uploads/2018/02/3-tips-identify.png900600WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
Do you feel like your business’s marketing efforts are a bit scattered and that your business could benefit from a more focused approach? Identifying your target market and subsequently directing your marketing strategy towards this focused group of consumers is the equivalent to citing in your rifle and putting the bull’s-eye in your crosshairs – a surefire hit with an optimal ROI. In other words, instead of aiming in an arbitrary direction and hoping to connect with an on-point consumer you can do some research and “hit” your target with one magic bullet. Sound too good to be true? Let’s start by defining what a target market is and take a look at how this works.
WHAT IS A TARGET MARKET?
A target market is a focused group of consumers whose needs most closely align with the solution your product or service provides. Identifying your target market is a deliberate process that takes time and effort.
Here are some things you can take a look at as you get started…
Demographic filters Imagine a child at the beach pouring water from one bucket into another, then from that bucket into another and so on. Each time the water is poured into a subsequent bucket a smaller amount of water remains. As a business, you can implement a similar process when assessing your product using various demographic filters. Perhaps you begin by asking yourself if your product is age-specific. That means that age is your first filter. Filter out the people who are not in the optimal age range for your product and “pour” the remaining people through your next filter – let’s say that’s location. If your product is ideal for people who live in a certain geographical region pour them through this filter while filtering out the people who live outside of this geographical region. Enact this filtering process over and over using numerous demographics until you arrive at what appears to be a focused target market for your product. You can also rearrange your filters and try introducing others to see if you generate a different end result.
Data, data and more data Collect as much data as possible. A great place to start is within your sphere of influence. Evaluate what products your family and friends use. Ask your mentors or colleagues if they have a use for your product or know of anyone who does. If it’s possible let them try it out for awhile and then follow up: Did the product serve them well? Who do they think could benefit from it? It’s also a good idea to consider observing people interacting with a product or service similar to yours “in the wild”. For example, if you’re thinking about launching a food truck startup spend every lunch hour for a week or two observing people who are ordering from various food trucks in various locations. Who are the trucks’ primary patrons? Men? Women? Business people? College students? Talk to the patrons and get to know them a bit. What part of town do they live in? What is their ethnicity? What kind of food do they prefer? Would they frequent a food truck if it was in their neighborhood? Then take a week or two to consistently observe the dinnertime crowd at these locations and ask yourself (and the patrons) the same questions.
Your competition…what are they up to? One of the best places to gather information as you define your target market is from your competition. Spend time on their websites and take notice of who they are marketing their product towards. Read through their social media feeds and the interactions on their blogs. What are they saying? Do your competitors’ target markets seem to fit for your business’s product or service? Or maybe a better question is…how does your product differ from your competitors’ products? In doing so perhaps you will discover an unreached demographic that you can focus in on as your target market.
Ultimately, no business wants to waste time on inefficient marketing or miss out on potential opportunities to connect with on-point customers and make a sale. Investing time into identifying your target market and adjusting your marketing strategy accordingly will yield vast returns on your worthwhile investment. If you or your team could use some help with this or other marketing strategies, schedule a no-obligation 15 minute consultation to see how we can help you pinpoint your perfect target market!
What Does Your Customer’s Story Look Like?https://www.wildfigmarketing.com/wp-content/uploads/2018/01/customers-story.png900601WildFigAdminWildFigAdminhttps://secure.gravatar.com/avatar/62f044185d152c2981af5d767e27c0e1?s=96&d=mm&r=g
Your customer’s story begins long before they become your customer. It starts when they see your logo for the first time, when they hear your name, or when they first engage with you. Their first impressions of your company and their initial experience become the first chapter in their story.
So how do you ensure your customer’s story is a never-ending fairytale filled with magical experiences rather than a melodrama?
You start by planning and documenting your customer’s story from initial contact through the process of engagement and into a long-term relationship.
To do so, you’ll need to take a trip down memory lane to fifth grade, when you learned about the five essential elements of your customer’s (and any) story: characters, setting, plot, conflict, and resolution.
How well do you know your customers? If I asked you to vividly describe the traits of your best customer, what would they be? Why do they choose to buy from you? What are their motivations and expectations? Write down all of these character traits. They’ll help you better understand the main characters in your customer’s story.
Where is your customer now? Where do they want to go? Maybe they are sitting at their desk, staring at a mound of paperwork, daydreaming about a beachy vacation. Or perhaps they are spending too much time in the trenches and need to find a way to out so they can better manage their business. No matter what the scenario is, if you understand where they are at currently and where they want to go, it’ll likely mean a happy ending for both of you.
This is where your planning gets really fun. Every good story has a beginning, middle, and end. Your job is to map it out. The best way to do this is to put yourself in your customer’s shoes and walk through a typical experience with your company. Here’s an example.
Imagine your customer is about to go on a roller coaster ride. As they wait in line, they are excited and filled with anticipation. This is how they feel when they first meet you and explore the possibilities of how you can help them.
As they make their way up that first scary peak, they are still excited, but a little nervous about their decision to work with your company. Now they are at the top and looking down at what’s ahead and about to shriek with a mixture of anticipation and fear. This is likely the point in the ride where they are paying for your products or services. After a brief, albeit steep decline, they are back on their way up to another crest and are now experiencing the joy of working with your company.
This rollercoaster ride is a great analogy for your customer’s story. We know there will be high points and low points in the relationship, so map them out. Is there a time when your customers are really happy with your products/services? This might be a great time to ask for referrals or testimonials.
Next, look at those low points. Is there a time when your customers might look to drop your services? What can you do to avoid that before it happens? Once you’ve mapped out the plot in your customer’s story, the next step is to understand the conflict and resolution.
The conflict in your customer’s story can be compared to their pain points or why they need your products and services. Do you feel like you’ve got a good grasp on what their pain points are? If not, we highly recommend setting up a call or meeting with your top 3 customers to ask them why they hired you and how your products/services have impacted their business. It’s also important to understand what their potential sales objections might be so you can address them before they actually become objections.
The last essential element in a well-written story is the resolution.
The solution to the problem is the way the action is resolved. Put more simply: the resolution is the products and services you provide your customers. The reason this element is the last of the five is because you have to understand who the characters are in your story, where they are at, and the conflict they are experiencing before you can provide a sound solution.
Two of the biggest mistakes we see at this point in the story are1) companies just talk about the features and benefits of their product/service. rather than address the impact their products and services can have on their customers and 2) they forget their customer’s story doesn’t have to end after the first novel is complete. They can continue to write the story and provide opportunities for their customers to continue buying from them and refer their family and friends, too.
Do you need help understanding and documenting your customer’s story? Or maybe you’d like your customer’s story to have a happier ending? We can help. Schedule your consultation with Wild Fig Marketing to start writing your customer’s story.