Your marketing plan must be consistent and monitored on an ongoing basis. Although it is tempting, especially during the busy season, it is important not to turn your marketing efforts on and off. You will not get the results you want and may end up feeling frustrated by the outcome.
Apple, McDonald’s, Samsung, Tim Horton’s, Subway, Ford, GM, Toyota and the list goes on and on and on. They all advertise consistently, whether it’s a slow month or an extremely busy month. They understand the value of awareness. Although a consumer may not be in the position to purchase their product right now, when the consumer is ready to purchase the aforementioned companies want their brand to come to mind.
The best and most profitable businesses understand this very simple recipe for success. Advertising your message 52-weeks a year to the most amount of people for the least amount of money works. And it works really well.
Who Should You Advertise To?
When most people think about bringing in more customers, they think of exposing their advertisements to as many people as possible. This is not the smartest way to go. Suppose you are a high-priced attorney specializing in managing legal affairs for billionaires. Would you rather advertise to 500,000 people from the general public, or would you rather speak to a room of 20 billionaires? You see, it’s not about exposing your ads to as many people as possible.
Out of 500,000 people from the general public, maybe one of them is a billionaire, and you’ll be lucky to get 1 sale. If you speak to a room of 20 billionaires, even though you only expose your services to 20 people, you might get 4 or 5 sales.
You see, you don’t just want to bring in more people. You want to bring in the right kind of people – you want to bring in the people that are the most likely to buy. The quality of the people you advertise to is more important than the number of people you advertise to.
This leads to the question…Who are the best people you can advertise to? You might be able to describe them in terms of their age, income, education level, where they live, gender, marital status, job title…etc. You might also be able to describe them in terms of their interests, what they like to do in their spare time, what their likes and dislikes are, what their hobbies are…so on and so forth.
This is the approach that most marketing consultants will tell you to use. They want you to describe your ideal customer – what they look like, what they drive, how they dress, where they live, what they are looking for online …etc.
While this exercise is helpful, we think there is a much easier way to define your ideal customer. Your ideal customer is someone who has a proven track record of using your services. And who has a proven track record of using your services? Your existing customers! You can define your ideal customer all you want. You can say, “My ideal client is someone who drives a Mercedes and makes $200,000 a year.” But for one reason or another, these people didn’t come to you. The people who came to you are the people who drive Hondas and make $40,000 a year. Let me ask you this…Who is your ideal client? Your existing customer who already has a proven track record of buying your products and services, or someone you’d like to attract but has never managed to show up?
Your ideal clients are your existing customers. Whether you like them or not, these people have taken out their wallets, and given their money to you. If you want to become a more successful business owner, you should stop chasing after your fantasy clients who may or may not come. Start focusing on who your existing customers are. Who are these people that have given their money to you? What are they looking for? How can you serve them better and attract more of them to you? Because these are the people you want to attract more of. These are your ideal customers.
Consistent marketing campaigns will continue to find your ideal customer, when they are ready to make the transition. If you allow your marketing campaigns to lapse, you risk not being found when your ideal customer is looking for you.