Most small businesses have the same problem. They have great products and services but our challenge comes when we try to figure out how to get that message out. How do you go about finding the people who want your offer, specifically online? We often ask small business owners, “who is your target audience” and many times they say “EVERYONE!” When we hear this type of response, we know the business owner hasn’t spent enough time actually thinking about who their ideal customer really is. What demographics make an “ideal customer” a customer, hasn’t been fully explored.
Recently, I spoke to a potential client a couple of days ago and the conversation was steered towards the question of “who is your target audience?” Speaking with this person revealed, they really didn’t have a strong understanding of who they wanted to really reach and how the message to that audience should be tailored. Was it the decision-maker, the tech guy or the secretary who served as the gatekeeper of the business, and who was the person they were most interested in speaking with? To further complicate the matter, they had spent 10’s of the thousands of dollars on web design (filled with technical errors), content writing and google Adwords over the past year.
What was their return (ROI) on their new website and online marketing campaign? 0 leads and 0 new sales!
“Wow that sucks!” is was what I was thinking but, I kept the conversation as professional as I could. I don’t like to bad-mouth others SEO companies who sell the same services we do but in my head I was saying, “Wow I wish I would have met you first!” I believe in value for value but, the costs that this client had paid out and the return they received (namely a poor website) was border line criminal. So I listened to this business owner describe the sales pitch that sold them on SEO and got an idea of how they ended up “getting duped” (their words not mine). And it dawned on me, my outreach really needed to be even better and more people need honest mobile-friendly web designers and SEO Experts.
So I did a little research and gathered a list I call:
Smart Marketing Advice Checklist for B2B Sales
This list is priority based from the top to the bottom. It references the important points your potential client is thinking about when you are selling them on the value of your products and services:
- Avoiding risk
- Avoiding hassle
- Gaining praise
- Gaining power
- Having fun
- Making a profit
The value of this list can best be used when creating your sales pitch. Knowing the “pain-points” of your customer is a vital key to getting the sale. You must learn to speak the language of your target audience (ideal customer) as the best communication is expressed through mutual understanding. Do you know what your target audience aka your potential customer really wants? What are their problems and how can you solve them?
Once you have an understanding ideal customer’s pain-points you can better serve your them with the right message, product and/or service.
Search Engine Optimization Marketing Services
We offer custom SEO services tailored to businesses like yours. We take a strategic approach to marketing online that involves systems all businesses need to be successful. We work with a handful of clients on a month-to-month basis as good SEO really requires that we know your business. Contact us for a free consultation and website audit to learn more about how we can help take your business to the next level.