Do not generalize when engaging your customers. When you’re creating content for a website, social media campaign, Google ad, social media ad – whatever – target your customer. If you have many different kinds of customer, create many different ads, campaigns and blog articles.

Your customer will only relate to your content IF they can identify with the story you’re telling! So be specific – remember, today with online campaigns (especially on social media) you can target VERY specific people. (by location, gender, age, profession, hobbies and interests etc)

How the…..

It’s not hard. Let’s say you sell baby clothes. The obvious target customer is new moms, right? Yes, but what about grandparents who wish to spoil the new addition? Females between 50 and 70. Yes them too (and they are on social media, believe me!) Before babies are born what happens? Baby showers, yes! You can target friends of the new mama – ladies between 20 and 40 who may be professionals and live in your area. See, it’s not that difficult.

“But my business has too many different kinds of customers”

BS.

So you’re in IT and sell everything from servers to cables, and routers to generators. So “talk” to all of your customers separately. Is it a lot of work? Sure. Is it worth it? Undoubtedly.

If one of your customers is searching online (this happens, believe me!) for something you sell, and you don’t appear in the search results, do you think you’ll get the business? Not likely!

OK, but how?

There are many places to start, but the first should be the piece of cyberspace you actually own. Yup, your website.

Once your website is sorted (the details on what makes a website effective are definitely not part of the scope of this article, but ask me for more info) you need to drive people there. This is where content distribution comes in. Where do your target customers hang out (online)? In Facebook new parents groups? In forums which discuss the best way to modify your Harley? LinkedIn? Twitter? Instagram? These are the places you should also be – engaging with your customers, helping them, giving free advice and building your credibility.

Does this sound all very far-fetched?

Well, if you have a plan and a story, an execution strategy and some objectives, the no, this is perfectly achievable and believe me – the single biggest opportunity that you’re currently missing if you’re already not doing this.

Want to know more? Simply get in touch and let’s chat.