In this week’s episode of Content Marketing… Stripped! We explore the dangerous world of missing customers. Watch the show below:
Last time we created a thorough customer profile for our content marketing. Now that you have all these juicy details about your customer you can start piecing together 3 of the puzzle pieces in your content strategy.
- WHERE do you find your customers?
- WHAT do you say to them when you find them?
- HOW do you say it?
To make sure that we’re keeping our approach to content marketing slow and steady, we’re just focusing on the first point, and we’ll look at the other 2 in the next episodes.
WHERE do you find your customers?
We saw in the pilot episode that content marketing is about leaving a trail for your customers to follow so that they find out about your business, get to like, know and trust you and then buy.
But how do you start setting a trail if you don’t know where your customers are?
Well that’s when we start playing detective. If you downloaded last week’s customer profile guide you’ll be aware that I used to be a detective. And by ‘used to be’ I mean ‘had a business card printed when I was 9’
So how do we start finding out likely locations for our missing customer?
Start with their interests, questions and problems
In the customer profile guide we looked at different aspects of our customer including:
- What their problem is
- What their lifestyle is like
- The reasons they want to solve their problem
- Their personality
- How they’re getting by today
Each one of these gives us clues about where we might find our customer.
Let’s say that you offer beauty therapies. You know your customers are interested in staying healthy, looking after their skin, and perhaps a high percentage of your customers are mothers. From there you would then…
Spend a day in their life
Imagine that you are your customer. Knowing what you know, what does their routine look like? Where do they go? What do they do?
[signup-form id=”12713″]Let’s think about the above example. A snippet of her daily routine might look like:
- Take kids to school
- Go to work
- Check Facebook on her break – search online for nearby hair salons
- Go to a nearby cafe for lunch, read a beauty magazine
- Pick up kids and go to a playgroup
You can play around with the situation as much as you like. Use your imagination to think about the things they do in their day. Depending on your business you’ll focus on different parts of their lifestyle. It might be their work life, their home life, their dating life. However, don’t just limit yourself to where you can help them, think about what else is going on in their lives.
Look online, offline and go social
From there we can start to look for places where our customer might be. For example:
What websites does your customer consult in their day to day life? If your customer is a business owner do they read Forbes? Or the Huffington Post?
If your customer is interested in fitness do they subscribe to any blogs, or podcasts related to health and fitness? Are they registered on any forums? Think about your own behaviour online and ask yourself what the equivalent might be for your customer.
When your customer is away from their computer, what real-live events and social circles do they move in?
Do they attend networking events? Do they meet up with friends at a regular dance class? Do they attend industry events? Do they go to local festivals?
These are all places that you may be able to start your content trail, or build relationships with other business owners who can help refer customers to you. In the case of our beauty therapist, she could team up with a local hairdressing salon and offer an incentive for every customer referred.
Okay – this technically falls under the ‘online’ section but social media is so vast it’s worth thinking about it as its own category. Social media gives you plenty of tools to find your customers. Facebook, Twitter and LinkedIn all have search capabilities where you can look for people who are interested in ‘health and beauty’ or ‘small business marketing.’ This gives you an opportunities to find direct groups, pages and lists of people who could just be perfect customers for you.
And what do you do when you find these people?
That’s exactly what we’ll be covering next time.
What about you? Knowing what you know about your customer, where could you start looking for them? Getting stuck? Pop your questions in the comments below and we’ll see if we can help you out!
Tom Bentley says
Amy, where’s the horse? No, I guess the cowboy hat was enough. You killed me with the videos, excellent deadpan delivery and presentation (and you managed a to put forward a persuasive, sound message in the process). Good stuff.
Thanks Tom! A pony makes a brief appearance in episode 2 in case that works for you 🙂 So glad you enjoyed the video and it’s lovely to meet you here!
Love your your creativity Amy. You are a true star. I just love your fun teaching style that gets straight to the point and packs a punch:)
Keep up the good work.
Thank you Sandra – means a lot to me to get feedback like that. Will endeavour to keep delivering more vids in the future I promise 🙂
Mike Garner says
When so-called content marketing “gurus” come out with vacuous phrases like “create great content” as if it was some trick you pulled out of a hat Blue Peter style. Empty, meaningless claptrap.
Great videos BTW. I’m a sucker for strong branding and quite jealous I didn’t think of it myself. Although as a 54 year old bloke, I might look a bit stupid!
Thanks Mike! Creating great content is important… but like you say, what makes it great? On its own, what can you do with that phrase? Love that you’re enjoying the videos they’ve been so much fun to make and I must confess, looking stupid in them is a big part of the fun! 🙂
Anthony Sanna says
I was introduced to your site in a roundabout way… copyblogger and PassionforBusiness both pointed me your way.
Not only am I a sucker for well written copy, I love home made marketing videos! You rock! Your detective character is brilliant.
I hate useless phrases that are written or spoken with authority. There’s plenty of great words in the English language. No need for boring, meaningless drivel. You present that idea with humour and confidence. Well done.
It’s a pleasure to meet you Anthony, and from 2 very lovely sources. I really enjoyed the charm and delivery of your homepage video. Very fun and natural 🙂
Thank you for taking the time to comment and for liking the video.
No one has yet asked me what kind of English detective wears a cowboy hat… but I’m sure they exist.
Scotty the Menace says
Another awesome video. Thanks for making dry topics so entertaining and informative!
And here’s some more brilliant advice courtesy of Captain Obvious: “If we want people to buy our product, we need to really figure out what makes people buy our product!”
Not sure if the link will go through, but here’s Captain Obvious himself. He sits on the shelf in my office: http://www.nottatoy.com/captain-obvious-designer-plush
Ha! Love it Scotty. I remember when I heard my first obvious phrase in a meeting. “It is what it is” to which people responded by nodding thoughtfully…
Scotty the Menace says
Yes. Yes. The thoughtful nod is critical. 🙂
*nods thoughtfully in agreement while shuffilng paper and avoiding eye contact*
Steven Washer says
This was delightful. I loved the premise and the way you pulled it off; funny, insightful and totally painless. Well done!
Thanks Steven! Appreciate the complement coming from a video pro. I try to keep my content as pain-free as possible. 🙂