I was recently speaking to a prospective client and I started with our standard questions about their core objectives, writes Daniel Smith.

I then asked: “I assume you want us to help you gain more customers?” And they said:“no, in fact, we’ve got too many!”

It won’t surprise you to hear that it’s, in fact, very rare for a client to not want more customers. Of course, they don’t just want any old customers; they want the ‘decent’ ones, the ones that don’t kick tyres, those that have funds, that don’t go for the cheapest, that actually have an intent to buy….

But what should you focus on?

Initially, we need to establish if your focus is Business to Business (B2B) or Business to Consumers (B2C). The approach will be similar but the tools at your disposal are different. I will cover the things that are similar first and then get into the detail of where it starts to differ.

1. The customer focus

Understanding your customers and getting data is critical. You’ll need to answer some fundamental questions, and once these are clarified, set them against a marketing plan.

• Who are your customers?
• Where are they?
• How are you going to engage with them?
• What are you going to say to them?
• What’s an indicative budget for Cost Per Acquisition (CPA)?

2: Awareness and need

Typically in the context of a sustained marketing strategy, you need to consider that not all customers are in a position to need or want your offering, so you need to consider these steps:

• Awareness – Of your brand
• Consideration – Do they need what you are offering?
• Familiarity – Do they like and trust your brand?
• Preference – Do they prefer your offering to others?

3: Targeting customers

To influence your customers, you need to know which marketing channels are most relevant to them. If you’re a B2C brand I recommend undertaking a media audit, which will inform you of the most efficient channels for reaching your audience

If you’re B2B then same as B2C, the data on existing customers is helpful as we can look at look-a-like audiences through either purchasing a database or targeting in digital channels. Business surveys can help identify needs along with social listening.

In a lot of instances, B2B purchases can often be of a higher value than B2C, and so it’s unlikely to be made on simple impulse alone. B2B products and services are often complex and require more research, and interaction before someone is ready to buy.

4: The marketing strategy

Short-term gains are of course viable; however, most marketing strategies are not about quick wins. And it’s an easy mistake to make, to confuse your marketing strategy with your marketing plan, but there is a subtle difference that needs to be considered if you’re going to be successful. And that first step is to ensure you don’t put the “how” before the “why”.

Your marketing strategy should affect the way you run your business, and be the foundation for your decision-making. If you don’t know who you are and what you stand for, how can your customers?

• Identify your overarching business goals so you can plan to fulfil them
• Research your target market, focusing on trends, market size, and demographics
• Profile your customers, potential customers, and competitors
• Profile your business to understand where you fit into the market

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Need more help?

If you want more customers you can contact Fireworx on 01202 559 559 or email: info@fwx.co.uk