Oh customer, where for art thou?
...yelled every single business owner ever! It's no secret, entrepreneurship is not for the faint of heart, and it can definitely become a rollercoaster once the expenses start piling up along with unreturned marketing dollars. It's important to take a pause when your business isn't growing the way you anticipated or maybe even not taking off at all.
It's frustrating, daunting, and discouraging! It's fair to expect your awesome product or service to "show you the money." right? Maybe not.
One's first instinct in a fight is to morph into survival mode. That is the most dangerous place to be in entrepreneurship. The good news is that it is easy to change the course of the ship.
Do you want to know where the safest place is? Inside your ideal buyers' thought process and habits. Before dwelling on where your customer's are, ask yourself if you have a solid understanding of who your customers are. I'm talking deeper than between 26-55 years old. Do you know what makes them tick?
Do you have a well-defined target market?
"Retention is the game. The game in business is not how many customers
you can get; it's how many you can keep." -@GaryVaynerchuk
Consumers run the world. Everything is about the buyer. Ironically, understanding the consumer and what influences their purchasing decisions is often considered the least. If you haven't taken this important step in your business, go back to the drawing board and design your buyer persona, commonly referred to as "client avatar."
A client avatar is a fictional character that represents your ideal buyer. A customer avatar is an essential part of your marketing strategy and is used to help you understand your ideal customers so you can easily find them. As your business grows, your avatar will evolve based on data from surveys, current customers, and continuous market research. If you don't have any customers yet, get introspective! Take a moment to think about your business and whom you would really love to work with or sell your product.
You would explore the demographics, goals, aspirations, pain points, objections.
Sounds like a lot of work, right? No worries, we have a free Customer Avatar Workbook and Guide to help you learn to speak your ideal customer's language and clarify your marketing message. You can access your free customer template below!