I recently spoke with a entrepreneur who told me he was undergoing a holistic rebranding of his business. Activities included finding a new business name, establishing new business marks and even building a new website from scratch. This entrepreneur asked what I thought he should put on the website. As a marketer with over a decade of experience, I couldn’t answer their question because there was an essential element absent from his analysis. But together, we were able to begin to uncover the answer.
This wasn’t the first time I’ve gotten this question. I’ve been asked by others to provide my opinion on a host of other elements regarding marketing a small business. Despite all of the conversations and the unique elements of the varying companies, I find myself always backing down to the most critical question of any marketing activity: understanding the target market. Who are they? What do they do? Why do they do it?
The most exciting element of this need is that it is available at our networks fingertips. This may not have been how entrepreneurs originally intended to use the data, but leveraging the information can make entrepreneurs communicate more effectively with the customers and prospects. And some individuals in our network use the data to uncover the target persona. So why not use this data to learn more and be better?You see, Seth Godin recently wrote that the opposite of more is better. I couldn’t agree more. We don’t need to communicate more with our target market. But we do need to communicate better. Here is what I recommend users of our products do to communicate with their customers better:
- Pull the behavioral and driving forces graphs of your top 10 customers.
- Now, look at their data and see if you can identify any trends. Do your top 10 customers score consistently in a similar manner?
- Identify these trends and think about how you could alter your communications to address what they are motivated by. Or, how can you adapt your communications to match their behavioral style.
- Note: My theory is that what a customer is motivated by will be consistent across customers, whereas the behavior may vary by customer. As such, I’d recommend creating content that addresses the top driving forces and alter your communication for the different behavioral types.
- Implement and control for variations. See what you learn and optimize your marketing.
The single most important thing you can do when rebranding, building a website, or conducting any other business activity is to clearly and thoroughly understand your ideal customer. Marketers go to great lengths to understand their customer, investing hundreds of thousands of dollars to do so. The great news is that entrepreneurs in the TTI Success Insights network have to invest little time and money to uncover an initial ideal customer profile.