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OVERWHELMED BY SOCIAL MEDIA?
You are busy with your business.
The whole idea of keeping up with social media is overwhelming.
• Where do you start?
• Which ones do you need to keep up with?
FIND PLACES THEY MEET
Finding the intersection between your perfect customer and their influencers is important because it allows you to concentrate on fewer, but more valuable goals.
In this lesson, you’ll determine where to start reaching your potential customer and create a short-list of marketing targets to engage them.
• You’ll list connection points between your perfect customers and their influencers so you know where to concentrate your marketing efforts.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll build on previous lessons about your perfect customer and create a list of connection points that:
- Include the characteristics of your perfect customer
- Identify when dual messaging may be needed.
- List where your perfect customer may be found on the internet.
- And include ways to engage the people that influence your perfect customer.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
PUT IT ALL TOGETHER
You’ve completed all the pieces to create a perfect customer profile and a list of connection points that answer the questions:
- Who am I trying to reach and why should they listen to me?
Now it’s time to put it all together.
Let’s look at an example of how this can be put into practice:
EXAMPLE: WHO IS MY PERFECT CUSTOMER?
Remember, my perfect customer description for my sushi restaurant?
- My perfect customer is a single male or female age 20-30 living within 10 miles of the local university.
- They have an average income of $25,000 to $35,000 and at least 2 years of college.
EXAMPLE: WHAT DO THEY LIKE?
- They value creativity, adventure, and unique events.
- They enjoy travel on-the-cheap and experiencing other cultures.
- They engage with travel blogs, online mountaineering websites and follow the local alternative music scene.
Though they don’t have a high level of disposable income, they will spend what they have for entertainment and dating.
EXAMPLE: WHO IS THE ACTUAL CUSTOMER?
In my example, the person who eats at my restaurant is also the person who pays for the meal so I don’t need to work up much dual messaging.
EXAMPLE: WHO INFLUENCES THEM?
I did some research and found that people who are interested in sushi also watch Sushi Chef’s in America” on Youtube.
- They share information from www.SushiFAQ.com including a sushi guide for novices.
- They also like to share pictures of sushi on Facebook and Pinterest, including pictures of “crazy-looking” sushi.
EXAMPLE: WHERE TO CONNECT WITH THEM?
The website that I found has a forum called “Sushi Questions Answered” that I will see if I can comment on.
- I also found several pages on Facebook about sushi tuna sustainability.
I am looking to see if these sites support restaurants that follow sustainable practices for using tuna in their sushi.
- I also found an alternative band’s website in my area called “Fish Wrapper” which I am planning to contact about offering samples and “buy one get one free” coupons at their concerts.
EXAMPLE: PUT THE PIECES TOGETHER
Let’s look at the elements covered in this example:
- First we have clearly defined the demographic of our perfect customer.
- Next, we have identified who the actual customer is.
- Then we have explored where our perfect customer is going for solutions and things of interest on the internet.
I have created a list of authority sites to tap into.
And finally, I have identified connection points between my perfect customers and their influencers.
PRACTICE GUIDE: FIND THE CONNECTIONS
Go back through your Practice Guide for this week and look for connection points between your potential customers and the people they are paying attention to.
- Come up with three intersection point between them.
PRACTICE GUIDE: REINFORCE WHO AND WHY
Look for ones that reinforce the connection between:
- Who am I trying to reach?
- And why should they listen to me?
Finding these connection points will help you concentrate your marketing and branding efforts.
DISCOVER MORE AND ADJUST
Remember that your perfect customer profile may evolve as you get some more sales under your belt.
The purpose of developing a perfect customer profile is to clearly target the types of customers you want to attract to your brand.
It’s not un-expected that your idea of the perfect customer will meet the reality of who is ready, willing and able to purchase your goods and services.
TRUST AND VERIFY
Trust your instincts, but also verify that you are indeed attracting the customer base you want to build your business on.
WRAP UP THE WEEK
Thanks for sticking with it!
You’ve built a solid foundation for your marketing communication by identifying your perfect customer.
Next week we will continue exploring how to offer what your customers want by focusing on benefits and solutions instead of product features.
You’ll also create a “big promise” for your potential customers so they understand the valuable solutions that you offer to their problems.