Knowing your Customer
'Know thyself', the Ancient Greek aphorism inscribed in the Temple of Apollo has become inscribed in the knowledge bank of civilisation to this day. Let's now think 'Know thy customer' and get that inscribed top of mind. For without truly knowing this, you cannot effectively communicate with the people that keep your business afloat. You can communicate of course, pushing out social posts, emails, flyers, telephone calls in the general hope that you might hit lucky but the effort can so easily become lost or diluted amidst the competitiveness to be heard. Give yourself a chance; make it a well thought out, regular and properly targeted effort and build up your optimum 'kit' of channels that work together and ultimately deliver sales.
There is a certain logic to marketing and you will know from your own purchasing experiences as the 'target customer', how well it can be done. The technology is there but the groundwork needs to happen - know your customer and then, to be practical, group customers with similar needs and characteristics together, to form definable and measurable customer segments. CRM systems today are flexible enough to support segmented groups and social platforms have their own profiles enabling you to get the best fit for your own audience. Are you making the most of this?
Knowing your customer will be complex before you feel organised and comfortable with it being more than seemingly an academic exercise. With b2b, you need to go beyond 'industries' and, taking an example from b2c, focus instead on the buyer as an individual.
Communicating, writing content, getting interaction and engagement from content is emotive. No one wants to be sold to, but they do want to 'love' what you're doing. And if they love you, then they'll buy. And not just once but many times as the relationship is strengthened and nurtured through sensitive marketing.
If you feel you just need to tidy up your approach, set some goals, measure and learn, then scroll down to the Digital Marketing packages below.
If you feel that business really is stalling, then taking it back to a marketing plan will scrutinise the bigger picture surrounding your business.