When you start doing in-depth marketing for a business, there’s always the risk of falling too in love with your own brand. While you should do art for art’s sake, the same cannot be said of marketing. Marketing needs to have a goal, and that goal almost always boils down to “get customers to buy my product and/or service.” Like Julia and Laura discuss in the podcast episode, Your Brand Isn’t the Star—Your Customer Is, your marketing needs to find your customers before your brand can do its magic.
5W1H and Finding Your Customers
When it comes to finding your customers, you’ve got some questions to ask yourself. In fact, you can use the old 5W1H formula to get an idea of where to start.
- Who: Who could be your customers? Demographics like age, gender, income, etc. all help you narrow down the most likely and ideal customers.
- What: What are your customers buying from you? Is it a simple product or service, a complicated contract, or something more intangible?
- Where: Where are your customers? Is your product or service bound by a service area, culture, language, or other geographical limitation?
- When: When could your customers see your marketing? On social media, search engines, email inboxes, or driving down the street?
- Why: Why would customers pick your product over others? What can set yours apart, including price point, quality, branding, etc.?
- How: How will customers reach out to buy what you are selling? Go to your store, buy it on your website, or download it digitally?
Ideal Clients and Customer Avatars
Once you’ve got the information, it’s time to use it to build profiles for your clients. Both of the enVisioning Success co-hosts have their favorite, but both Ideal Client Profiles and Customer Avatars have their place in transforming questions about your customers into actionable marketing! To learn more about this process, check out our blogs Identifying Your Ideal Client Profiles and Turning Motivations into Marketing: Understanding Customer Behavior.
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision Advertising CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing, from lead generation to leadership. Find us on PodBean to download from your platform of choice, or subscribe to our mailing list to get new episodes and other news delivered directly to your inbox. Interested in working with Vision Advertising? Learn more about our services and contact us today.
