Connecting Buyers And Their Wants
By John Jantsch
Expert Author
Article Date: 2011-05-18
Marketing for small business is about satisfying wants. Most of us are lucky enough to be in the want business, not the need business. Marketing is connecting a buyer to a want. And strategy? Strategy is your approach. It's how you get from where you are to where you're going.
You have to answer six questions to write a simple marketing strategy:WHO IS YOUR BUYER? Write out the persona of your buyer: who she is, what her other challenges are besides the ones your product solves, what else she might need. Think like that all the time. DO YOU HAVE ACCESS TO THAT BUYER? How do you get to them? You can try to buy your way in with ads, you can set up your web presence to grow your way in, and you can use social media to communicate your way in. You need to get to your buyer, and you need to get to the plural, not the one. WHAT DOES SHE WANT? This is harder to answer than not. And no, your product isn't the answer. HOW DO YOU HELP YOUR BUYERS BUY Do they need more proof? Do they need special payment methods? Do they need guarantees? This is an oft-overlooked part of a marketing strategy. HOW DO I REACH OUT? Where and how will you connect with these buyers? Online? Social sites? It's up to you. HOW DO YOU GET REFERRALS? Referrals are gold in most businesses. People don't buy all the time, but they can refer every week. Make this part of every plan. From here, you've got the bare bones to write a simple strategy. Test variations and grow from it. It's how I do it. Read the rest of today's mystery posts here Related Posts: |
