Everyone here can agree that if customers aren’t aware of your existence, it is a sign that you need to eliminate your (online) awareness gap.
What is the percentage of people in your target market that are unaware of your brand? For example, if only 2/10 prospective customers know about your brand, then your awareness gap is 80%… It means you need to communicate with customers somehow; there are several options for increasing the impact of your marketing communications in order to reduce that awareness gap:
- Put in more time. Schedule those meetings, mingle at networking events, seminars and summits. Increasing sales calls will make your audience more aware about your product and at the very least, guarantee some sort of word of mouth, some time in the future. Therefore, the more people you reach the more compounding you are doing, you may not see the results right away, but it is all happening in the background, the trick is keeping at it, enduring failure, because it is all in the mind, you’ll get over it, or you will let it ruin your chance of a responsible freedom.
- Spend more money. More advertisements will help fill in the gap, but obviously, it costs money. Disclaimer – running minor ad campaigns, guest posting and such is fine, if you are testing different approaches, techniques and customer groups, but only for analysis purposes. Before investing in anything, plan it out, every step of the way, make sure that whoever you are reaching can access your product at moments notice – prepare before spending. Selling anything to anyone requires at the very least, a process and some basic documents (invoices, receipts, agreements).
- Better communications. This is an important one. A strong marketing program with consistent and frequent communication helps fill the gap with information and a positive image for the brand. This allows purchase levels to rise and raises trust levels. In other words, prepare all your materials beforehand: the brochures, forms, agreements, amendments (need be), presentations, investor decks, factsheets, the more you have, the better equipped you are, and this is all part of communications, even the images you post on your social media, the posts themselves, what they represent and how they are delivered are all part of communications (and are a part of the brand image, identity and message). Identify your customers, channels and approach.
- Become more popular. You can attempt to create a buzz around your product which people will talk about. Something exciting and cool. Spreading news by word of mouth and internet is very effective. Exciting, sure, easy, not. Everything takes time, it’s not about writing a comment here, an article there, everyday, or from time to time. Most of the time we are so lost in the moment that we lose track of the progress, and eventually the purpose. You need to write hundreds of pieces: articles, comment replies (in high traffic posts), all of this in advance, in anticipation for launch. This will ensure less disruptions, more organisation, and a compounding result.
To accomplish all these things, you have to know your target customer. The person you are making the product for. Hopefully you have a clear profile before your product hits the market, if you don’t, one must be made.
Making a target customer profile one must assemble all facts about the target customer: age, employer, income, level of education, family status, politics, hobbies, favorite automobile brand or any information you feel will resonate with your product. Another thing to keep in mind is your customers motivations: what is important for them in their life and how can you help them achieve certain goals. Another good way of picturing your target customers is cutting out pages out of magazine ads to represent the face of your target customer. When these steps are complete you are going to have a general idea of what your target customer looks like. Your product should be focused on the image you have created. Starting from product design, content selection, timing, ad placement must specifically target these people. Otherwise what was the point of doing all these things, right?
Then you can go even deeper and increase your focus by trying to analyze whether your customers prefer marketing that takes a rational, information-based, scientific approach; an emotional approach; or a cool mix of both. This will lead to having a clear focus on your target customer, which in turn leads to sales and a successful business.
Hope you found this information interesting. Thank you for tuning in.