Whan a small business looks at marketing, they often look to the old tried and tru methods to start with. Things like word of mouth, newspaper ads, and signage are a couple of the staples in marketing that come to mind. However, with the internet and technology exceeding people’s expectations many business owners have taken to more advanced types of marketing. Business owners are using social media and Google, they are sending text messages and creating virtual meetings with video conferencing technology. But is just doing these new and effective marketing tactics enough?
Some experts believe there is more value in understanding the behaviors, beliefs, desires and actions of the potential buyer in order to persuade them into your business. This is called a customer avatar, it is a in-depth idea of who the businesses customer is. But what do you do with the info once you have it? How do you get the information? In a recent article on Business.com it is explained, here is section of the article.
When it comes to marketing, customer preferences, behaviors, and overall sentiment can be easily captured through the tools companies are already using to engage their audiences. You’ve likely read articles or noticed first-hand personalization tactics backed by these insights – such as emails on your birthday, product suggestions when you return to a website, or display ads relevant to your search history. That’s because such personalization works. Armed with the right data, companies can easily give customers exactly what they want, when they want – from products and services to marketing messages and promotions.
For small businesses, the data collected may not be as “big” as it is for enterprise counterparts; however, the value is just as significant. Understanding when and how customers make purchases, collecting survey responses and opinions, and knowing professional roles and preferred contact information are just a few of the criteria that can enable you to segment your contacts and create unique, personal campaigns. As a marketer at a thriving small business, I can attest to the value that tech tools have both in terms of efficiency standpoint and learning about our customers. Here’s a list of some of my personal favorites and how you can unearth usable data nuggets from each:
Image from business.com
As you can see the data is being collected for you and various tools will help you use the data. Below is a list of tools to use if you are serious about your marketing.
- Google Trends
- Facebook Audience Insights
- Google Analytics
- Buzz Sumo
These tools are just a few that can be used to track, predicts and see customer interests and behaviors. Once you have some data specific to what you are marketing, you can use this info to attract the right customers through proper ad placements and proper ad copy that tailors to the customer. A great example of this is the American mascot “Uncle Sam” This is of course are character that was created many years ago to inspire people to join the war efforts. But think about the culture at the time, would Neighbor Phil wearing a t-shirt have had the same effect on the public? No, at that time an uncle figure that was wise and playful was more appealing and friendly than just about any other figure could have been. Back then kids were excited to see their uncle, they trusted him and they felt safe around him. Uncle Sam’s red white and blue uniform
Back then kids were excited to see their uncle, they trusted him and they felt safe around him. Uncle Sam’s red white and blue uniform was a bridge to connect that trust to the nation. Now in all fairness, it was easier to lead people through marketing in those days, simply because people trusted their government. What about today tho, how do we engage people without that trust and with all the other noise and distractions? We do the same thing Uncle Sam did. Communicate with your marketing in way that builds trust and bridges that trust to your product or service.
Tools like we listed above really help you determine what that message should be. For instance if sell your plumbing service, you will need to see what else people who pay for plumbing services do. It can be assumed they likely own a home, as renters do not pay for their plumbing in most cases. It is also assumed that there is not someone handy enough around to do the work. So overwhelmingly women are calling the plumbers, or at least the inspiration for the call. This means your ad should target women homeowners to increase effectiveness. Plumbing problems often occur because of constant use, so it can also be assumed that there is a family or at least multiple people in the house. So a simple ad to target these ideas would be “Did someone in your house clog your drain? Call us today, we will fix
This means your ad should target women homeowners to increase effectiveness. Plumbing problems often occur because of constant use, so it can also be assumed that there is a family or at least multiple people in the house. So a simple ad to target these ideas would be “Did someone in your house clog your drain? Call us today, we will fix plumbing, but you have to fix the problem.” Now compare this to common plumbing ads like this. “ABC Plumbing Call Us Today!” which one is better? Do you see how one ad includes the entire message of the other and then steps it up with real situations, and a bit of comedy. Is it easier to trust an ad that makes you chuckle? Yes!