Who is the most important person in your business? Someone on your staff? Maybe your accountant? Maybe you? All of these are indispensable, no doubt, but they don’t quite fit the bill of “most important.”
Who, then? Your Audience!
You read that right - the most important person in your business is not even a single person. It’s a whole group! And it’s not even a group that’s limited to just customers either. When we say audience, we mean every current customer, potential online visitor, and even individuals at the fringes of your current network. Your audience has the potential to launch your business to new heights, and you need to be aware of them!
Audience is the second part of the WASH Cycle, and we want to quickly highlight how to build awareness, increase traffic to your website, and then converse with your audience to generate new customers.
- Building awareness sounds simple, but is actually incredibly tough. You need to find a way to let people know you exist, and that doesn’t happen without effort. Just to name a few of your options, there’s: social media marketing, email marketing, cold calling, attending events, paid advertising (PPC), word of mouth, or Search Engine Optimization (SEO). Your goal is to find a cost-friendly way to meet people in whatever area works best for your business. If you succeed, even a simple campaign can get your brand in front of thousands of people. Pretty cool, right?
- Once people know you exist, your next goal is to push them toward your website and the sales funnel you’ve set up there. Offering up enticing rewards (like coupons and discounts) can be all the draw you need to start generating information from your custom landing pages.
- Finally, once you’ve laden yourself with the contact information from your new customers, you can start engaging your prospective customers. Sometimes all it takes is a few simple, well placed touches to turn them into a paying customer. Even a simple automated email series can keep drawing your audience back to you again and again.
Really getting to know your customers is the key to building a brand. Meet your perfect customers where they are, and then position yourself as the solution. It’s that simple!
Use this free Buyer Persona guide to build a target customer profile for your business:
