For example, if I was designing a new computer keyboard, I would need to consider...
- Who is it for? Is it for a gamer or a business person? Will you sell to individuals or businesses?
- Why would someone need and want it? Is it going to be a mainstay of their desk or will it be something they plug into a tablet to use occasionally?
Likewise, you must always stay focused on your marketing's purpose.
Who's it for?
Your business needs customers who are going to:
- Need your product
- Have the budget to spend on your product
- Be profitable for you
- Be enjoyable and energising to work with
- Benefit from everything your product or service has to offer
That's why one of the first questions I ask a new client is 'who is your ideal customer'?
If you spend a bit of time thinking about exactly the kind of person you want to attract, then you'll find that a lot of your marketing questions become much easier to answer. You'll know where to advertise, which events to go to and whether to be on social media, because you'll simply have to ask whether your ideal customer persona will be there.
You might find this checklist helpful when creating your own ideal customer persona.
Why do i need marketing?
The purpose of marketing is to drive sales and profit. Generating leads is one way of increasing revenue, but it's not the only way and it's by no means guaranteed that more leads = more sales.
At this point, I need to introduce you to Watertight Marketing. It is a brilliant methodology created by Bryony Thomas and described in her award-winning book. I am licensed and Accredited with Watertight Marketing, and the reason I use this powerful tool with many of my clients is because it is structured and methodical – just like good marketing should be.
If the aim of marketing is to increase sales and profit then we need to understand how the buying process works.
How do people buy things?
- Awareness: first people hear about you…
- Interest: they look to find out more…
- Evaluation: they weigh up in their minds whether you're what they’re after
- Trial: they test you out to find out what it'd be like to be your customer
- Adoption: they buy and use your product or service for the first time (or first few times)
- Loyalty: they buy from you repeatedly and recommend you to their friends
When is a funnel not a funnel?
It LOOKS like a funnel.
But it doesn’t ACT like a funnel.
Let’s face it: it acts more like a colander.
The other problem with it being called a “funnel” is that everyone always focuses on pouring more in at the top. If you're spending money promoting your business (i.e. generating awareness) but most of those people are leaking out before they reach adoption and loyalty, then you are wasting money on marketing.
The purpose of your marketing
If you are supporting your customers effectively at every stage in the sales funnel then, when you spend money on generating awareness, you will be confident that it is money well spent.
This is the essence of Watertight Marketing and has been proven across hundreds of businesses of all sizes and in all sorts of industries.
What's the point of marketing?
If your marketing isn't working for your business, please get in touch. I'd love to hear from you and see if I can help.
This blog is taken from the soon-to-be-published ebook, "How to Engineer Your Marketing". If you'd like a copy when it's released, sign up for my monthly newsletter and you'll be the first to be sent a copy. (You can unsubscribe at any time)