Where Do I Find More Clients?
In the last post we discussed a cost-effective way to find your ideal customer. We answered the question Who?
Large concerns spend huge sums of money and take years to conduct this area of marketing, and you’ve accomplished a scaled down version for free in a few minutes.
Now let’s turn our attention to Where? Once you’ve identified your most valuable type of customer, how do you attract more of ’em? One way to figure this is to ask your control group to describe themselves. Large companies do this by sending out surveys. You can do this yourself by asking them. Find out their preferred magazines and newspapers, websites, stores, etc. You may uncover areas of similarity within the group that point to a target-rich environment for your product or service.
The goal of targeting your advertising is to lower the cost per view or impression of your ad from qualified prospects. By advertising in niche publications you may reach a higher percentage of qualified prospective buyers than in general periodicals. For instance, maybe your ideal client skims the local Pennysaver. Advertising in this publication will undoubtedly cost less than running an ad in the main town newspaper, and you’ll reach a higher proportion of prospective customers.
Case Study: Athletic Club
Sometimes you’ll discover sources you would never guess. In one company, a martial arts dojo, we discovered that the ideal client was a grad student from the local university. As a result, we discovered their best advertising medium was a handwritten flier with tear-off tabs posted on a local bulletin board.
It turned out the bargain basement look appealed to the price-sensitive student. As a result, we reduced the yellow pages, newspaper, and coupon ad cost, and blanketed the bulletin boards with handmade posters. Our ad cost to reach this segment dropped which proved a windfall.
In the next post I’ll explain how to decide what you want to tell your client and then we’ll look at how to calculate the true value of a customer and see why that’s important. And later I’ll explain some potentially disastrous pitfalls of using Paypal to accept credit cards. If you have a Paypal or other consumer merchant account, you definitely want to read about these scary possibilities. Until then,
profitable business All!