How to get in front of the right audience is something Cathy gets asked all the time, so in Episode 207 of Small Business Talk with Cathy Smith, she has given you some suggestions. Listen to the audio to check it out.
According to Cathy, two major factors define this audience. The first factor is, "Can they pay or can somebody else pay on their behalf?"
While many say "We're not in it for the money," Cathy argues that being in business is about value exchange. "They pay you, and you give them as much value or if not more value."
It's crucial to price your services appropriately. Undervaluing your offerings can undermine your ability to provide exceptional service. The key is to establish a fair exchange of value – your customers invest in you, and you, in turn, provide them with remarkable value.
Understanding the pain points of your ideal audience is fundamental. Your services or solutions should directly address their needs. Once you've identified your target audience and comprehended their challenges, the next step is to determine where they congregate. Where do they spend their time, and what are their preferences? Your objective is to be where they are.
You don't necessarily need a massive following; what you need is precision. Start by crafting a detailed profile of your ideal customer. Give them a persona, delve into their lifestyle, interests, and how they consume media. For instance, envision a persona like "Sally," who thrives in suburban life, drives an SUV, and actively participates in local sports clubs.
Once you've vividly imagined your ideal customer, pinpoint their media consumption habits. Do they favour platforms like Facebook, and LinkedIn, or perhaps they are more inclined toward traditional newspapers? Don't dismiss conventional methods if they resonate with your audience. The key is to meet your audience where they are.
Consider the services your ideal audience typically uses before or after encountering your offerings. Forge partnerships with complementary service providers. For instance, a coffee shop could collaborate with a car dealership to offer enticing incentives to shared customers. It's a mutually beneficial strategy that can bring you valuable leads.
Reciprocity plays a pivotal role in partnerships. Giving as much as you receive is essential. Remember, by helping others, you often open doors to unexpected opportunities. It's akin to a positive karma loop – aiding someone else often results in the universe returning the favour in delightful ways.
Getting in front of your ideal audience demands creativity and thinking beyond conventional boundaries. Partnerships offer an excellent avenue to access an audience you wouldn't typically reach. However, it's crucial to reward your partners generously. This motivates them to send you repeat customers.
While acquiring new customers is crucial, don't underestimate the value of your current ones. Your existing customer base can be a precious source of referrals and repeat business. Consider offering additional value to your current customers to strengthen these relationships.
If you offer a service that your current customers aren't using, make sure they are aware of it. This could lead to more business from them and referrals. Remember, it's about knowing your customer inside out.
Small Business Talk With Cathy Smith, brought to you by CATCO Enterprises.
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