I’ll never forget the first day I was totally self-employed with ByFarr. I unlocked the doors & turned on the lights – my lone desk held my laptop, and the meeting table made out of up-cycled items I found at my grandfather Poppa Crocker’s farm sat in the middle of the room. Our first letterpress, a 1906 Chandler and Price sat beautifully in the corner. I sat down at my desk and got to work. No sign, no fancy website – just the client list that I had built over the last few years and my computer.
Now when I turn on the lights (which rarely happens since I have an incredible team that is always early) we have five desks, three letterpresses and still have those same chairs that we found at Poppa Crocker’s farm – oh and now we have a sign and website too! Our DNA and hustle is the same – but we’ve grown – the reason that we’ve made it this far is 100% due to knowing & serving our customers.
Customers – we can’t live without them, but we easily forget how important they are to the lifeblood of our company. We’ve had the opportunity to help many small businesses identify who their target customer is and engage & serve them well. Today I want to share with you a few tips of identifying your unique customers and make sure you’re doing everything to identify, reach and engage them:
WHO IS YOUR CUSTOMER?
You may know exactly who your target customer is, but in the case you don’t or need a refresher (sometimes your customers can change) ask yourself the following questions:
- How old is your customer?
- Male or Female?
- What do they do for a living?
- Where do they live?
- What is their income?
- What do they do in their spare time?
- Where do they shop?
- What do they value and what are they passionate about?
- What is their favorite social media platform? (Pinterest, Instagram, Snapchat, Facebook – age typically drives where your customer lives on social)
CREATE AN AVATAR OF YOUR CUSTOMER
Create a hidden Pinterest board of everything about your customer – the above questions should help you. If you don’t want to create a Pinterest board, cut out magazine images and make a mini booklet or get really creative and make mini puppets. Keep your customer front and center at all times – look at your avatar when you create social media posts, design your website, write blog posts, create new products, etc. I promise, if you always think of what your customer wants, needs & feels, you won’t run into many issues. A dangerous place to be is to always be thinking of what YOU like or dislike – especially if you’re not the target customer!
BE PRESENT WITH YOUR CUSTOMER
Are you available where your customer shops?
If your customer shops online, can they buy your goods or services online? If not, what are you going to do get yourself and your product online? A wise man – Winston Churchill – said, “Perfection is the enemy of progress”. Don’t make excuses. There are plenty of template sites (shopify.com, squarespace.com, ETSY!) that you can start an e-commerce shop today and once you gain momentum you can have someone make a custom website for you.
Are you engaging your customers?
For example – Say you’re selling hair ties for girls ages 15-18. You better be hanging out on Snapchat, Instagram and Pinterest. If you’re not on a social media platform – start your profile TODAY – it’s free!
Are you showing how your product or service will benefit your customer?
A post saying: Buy my Haute Hair Ties isn’t going go get the 15-18 yr old girl (or even her mother) to buy. You must show, relate and be in community with your customer! Instead, what if you said: –
Pinterest: Say “Wrist and hair-worthy accessories from Haute Hair Ties” – upload an image of a younger girl with the hair ties displayed on her wrist as well as in her hair.
Snapchat: Fun filters are all over Snapchat. Geotag your photo if you’re a local business and say something like “Haute Hair Ties are all the rage in Columbia” or use one of the funny faces, like the unicorn and say “Unicorns love Haute Hair Ties too”
Instagram: Repost an image of someone using your product – for example, “Taylor Swift rocked Haute Hair Ties at her concert in Washington and you can too. Visit our shop link in our bio to get yours today! (be relevant to your customer)
If someone purchases an item from you, how are you thanking them?
Thank you email? Personal hand written note? Shout out on social? Make sure it’s in line with how you’re selling.
Do you have recurring customers?
If so, treat them as if they’re purchasing something for the first time. The key to winning a loyal, long-term customer base is treating them as just as much of a priority as they were on day one.
The above is just a general introduction into how you can identify, relate and engage with your customer. I hope this helps – I can’t wait to go into more detail in the blogs to come. I would love to serve and connect with you – How are you winning with your customers? Better yet, what are your struggles?