By Chuck Thomas / in Blog, VALCORT DNA / April 12, 2016
Valcort 35 Keys to Business Growth: #19 Continuously evaluate the most effective way to reach each of the different customer groups you serve.
The easy part of marketing is to state a crisp, sensible plan for success: Whether we have a product that will be of interest to 10 or 10-million people, the most important task we have is to identify who those people are and how we can reach them with an effective message in the right context.
The difficult part is answering each component question of that formula. Let’s take a look at these questions.
1. Who are these people? Identify the potential customer groups broadly, then methodically narrow to the different targets who are most likely to respond and most likely to use your product or service. Recognize that each group is likely to have slightly different characteristics, including the benefits we will provide and the way they engage us as a supplier.
Our goal is to find ways to identify who these people are so that we speak to them directly. This might sound pretty obvious, but too often we assume that what we offer the world has universal appeal and that our audience is “everybody!” As much as we would all like to believe that, it is really never true and that notion can keep us from reaching the right people.
2. How will we communicate with them? What’s the best way to reach your target audience?
3. What’s the most effective message? We need to figure out how we can fan sparks of interest into a flame, a lasting supplier-customer relationship.
4. Do these people want to do business with us?
How do our prospects make decisions—positive and negative? People make choices that are consistent with their values. While we certainly want to promote our brands and services in a positive light, we also need to be willing to identify with our customers.
While it is helpful to look at our brand through the eyes of our customers and the filters they bring to the relationship, perhaps the biggest mistake we make is seeing these people as drastically different than we are. Frankly, we’re not that different. We all make decisions about a product, a service and who you’re going to do business with essentially the same way. We make choices on the basis of our values.
We will connect most easily with others with whom we share values, because this builds trust. And trust is the essential currency of commerce. When people trust us, they can listen to our messages about our brand and about the benefits our product and services.
The Valcort 35 Keys to Business Growth. Over many years and hundreds of client relationships and strategic marketing opportunities, we have established the Valcort 35 Keys to Business Growth, best practices that build trust, align values with products and practices, and create organic growth. We are exploring these 35 practices, one at a time, on these pages. Find them all, as they’re introduced, here.