I spend a lot of time networking and a lot of time reading business forums and connecting with the business owners that I meet. A common question that people ask is how do I get my customers? It’s a perfectly valid question. Without customers purchasing your product or service you don’t have a business. If you’re not making any money then you’re very quickly going to go out of business.
Often times these people have “tried marketing.” Chances are that these people have tried a number of different marketing tactics but they’ve never really had a marketing plan – without a plan you’re planning to fail.
I don’t want to delve too deeply into creating a marketing plan. I just wanted to touch on a quick four step process that is taught in most basic marketing courses to give you something to think about when next working at how to market your business and customers. The process I am defining below is called the AIDA process.
The first step in this model is A for ATTENTION – basically this just means making sure that your ideal prospects become aware of your product or service. You want to make sure that you have gained their attention. There are a number of lead generation tactics that can help you with this – some free and some paid.
Once you have the attention of your prospect it’s time to move to step 2 which is to get their INTEREST – you need to create compelling content that speaks directly to your target audience. You want to make them understand the benefits that your prospect would get out of using your product or service and why they should purchase it today. This is the start of the process of educating them of the value of your products or service
It’s not enough to just get a prospect interested in your product or service. You then have to engage in marketing tactics and create compelling copy that means your prospects will have a favorable disposition towards your product or service. You want to ensure that they will have the DESIRE (that’s what the D stands for) to purchase your product or service
The final a in this model Stands for ACTION – you’ve built the awareness of your product, you’ve created interest and desire in your prospects, now you need to give them a call to action. You need to tell them what to do next. You need to make it easy for them to purchase your product or service and you need to encourage them to actually make that purchase today. Having said that it is possible depending on the price of you offer that the actions taken may be as simple as signing up to your newsletter in exchange for a Lead Magnet or something a little smaller to encourage your prospects to take that next step.
Whilst not necessarily a detailed planning tool this model allows you to think about your marketing strategy and come up with ways to reach your target audience and encourage him to take that next step which hopefully at the end of the day ends up in them making a purchase.