Do you want to see more results in your marketing campaigns? Follow the three steps below and watch your marketing return on investments increase.
Every marketing book mentions that you need to identify your target market. The problem with this is that most of these books don’t give you an easy way to define that ideal target market. Instead, they suggest you to do complex studies and research on your customers. This research is a great way to understand your clients in detail. The problem, however, is that most small businesses don’t have the resources to come up with this detailed and costly research.
To make it easier for you, below I share with you three simple steps that will help you have a very good understanding of your ideal target market.
1. Select your best clients.
- The first step is to define which customers bring you more profit and positive reviews. These are the clients that spend more money and, at the same time, invite their friends to your shop and/or leave positive feedback through your social media platforms.
2. Define their demographics and behaviors.
- Now that you have made a list of your best clients, study their demographics (age, gender, income, etc.) and understand why these people consume your products. What are the reasons they come to your shop to buy your products? Another aspect that you should study is if they have any other interests in common (ex: They all like to watch football.), so you could also engage with them in other experiences without just selling them your products.
3. Create your ideal client persona.
- The third and last stage is where you will combine the information above and create a modeled representation of your ideal client. Give him/her a name, age, what drives him/her to your shop, along with any other interests and behaviors they have. Please see the attached image as an example.
After you have done this exercise, every time you write an email, a Facebook post, or a newspaper ad to promote your products, look at your ideal client persona file and address it to him like he were a real person. I guarantee you that this will bring you more marketing return on investment.
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Most marketers make their profit by “selling” their hot ideas of the month to their leads (ex: You need to buy Facebook ads!). These are easy ways for marketers to make a quick sale, but these quick and miracle strategies don’t really provide a good long-term return on investment. These tactical activities, if well “designed,” will get your target market attention and help you on stage two of the successful restaurant marketing cycle described below: