This is the final and part eight in our series on how to start thinking about marketing. To see our previous articles, check out:
The final, and yes, it is last on purpose, is to start looking at your customer base. Â The first question is, are they tech-savvy? Â It makes no sense to put efforts into Twitter if your customers or prospects aren’t there. Period. Â On the other hand, you can’t assume you know. Age is NOT a determining factor in technical ability. Part of it has to do with defining technical. Â If you ask the average person “how technical are you” they will say they aren’t. However if you start asking do they use Facebook, Skype, Twitter, a computer, excel, etc. you will get a better handle on what they do and don’t do. Â A great way to start the conversation is to ask how they find a new business they didn’t use before. Â Do they open the phone book or go online? Â Non-tech savvy customers mean they are not going to find you on the web no matter what you do so putting your time there is a waste. Â However, if they do anything on line, there is a good chance you could direct them to where you want to be.
There are many ways to get yourself on line and able to be found. Â The best way to start is to Google and Bing your company, your name if you are in sales, and then keywords used to find your products or services. Â Typically when you Google or Bing those keywords you will want to include a geographic area. Use these as your starting points to determine where you should be and also make sure all the information is correct. Â You want to do this with both search engines because otherwise there could be information you missed. Â The good news is Yahoo now uses Bing as its search engine so you no longer have to check there as well.
Once you have a handle on their ability on line, you will know how much effort to spend there vs. other marketing avenues. Â In the course of those discussions you should also learn where they look for information and what information they need so you can target your efforts.