You should be able to answer these three questions about your customers:

  1. When my customers look for services or products like mine, where do they search?
  2. What are the major pain points my customers have in relation to my business? What are their challenges? What are their fears? What’s kept them from taking action?
  3. Do I know my customer well enough to find more exactly like them? Can I build a profile of my ideal customer? (i.e. industry, company size, company revenue, etc.)

If you’re having trouble answering these three questions, sit down with 5–10 of your existing customers and ask them. Don’t send an email or a text. Have a conversation in person, over the phone, or video chat.

Bring a few ideas to the meeting so you can deliver value, and then ask the three questions above.

After you’ve done that, here’s how you can use that information:

1. Where are your customers hanging out?

94% of customers conduct online research before making a purchasing decision. Before a customer even considers hiring you, they’re going to Google you. The question is…what will they find? Nothing? A few negative reviews? Your outdated website?

Get started with the basics:

  • Review sites. You must be on any review site your customer would use when searching for products or services like yours. If you don’t have at least a 4-star rating on those sites, start asking current and past customers for reviews now90% of customers say buying decisions are influenced by online reviews.
  • Directories. Probably more applicable for B2B. Your company should be on any industry directory where a customer would search for businesses like yours.
  • Your website. Make sure your website looks like it was built in the last 2–3 years. If you have a crappy looking website, you don’t need to get it completely redone. Just update the fonts and colors. Update the copy. Update your bios. Update your team’s headshots. Give your logo a facelift if it’s 5+ years old. Keep it simple, but make sure it looks modern.
  • Social media. Do you have a basic Facebook and LinkedIn presence? Start with those two and one other social media site where your audience is hanging out, like SnapChat or Instagram. Make sure you’re posting content on a regular basis so that your customers see activity.

2. What are your customer’s pain points?

The specific verbiage your customers use when describing their challenges and pain points is extremely important. You understand your business better than any of your customers because, well, it’s your business.

Oftentimes, we use verbiage our customers don’t understand. Or that they don’t relate to, because it’s not how they would describe their challenges.

The verbiage your customers use when describing their challenges and pain points can be used in:

  • Your sales copy
  • Your website
  • Your marketing materials
  • Your sales calls and prospecting meetings

Ever been to a website and been like, “Is this person reading my mind?” Well, whoever wrote the copy really understands who their customer is. You can accomplish the same for your business.

Customers will feel that you understand them when you can talk in their language.

This exercise might also help you find an additional product or service offering you hadn’t thought of.

3. Do I know who my customer is well enough to find more exactly like them?

Once you’ve built a profile of your customer, you can use places like LinkedIn to find more of them. A direct, outbound outreach approach works extremely well if it’s laser targeted and you have a B2B offering.

Here’s a quick way to get started:

  • Identify your ideal prospect. What types of businesses do you serve? What industry? How big are they? What are their pain points in relation to your service? What needs are not being fulfilled?
  • Build a list of 100–1,000 (depends on the size of your company and industry) companies to connect with over the next 6 months using a platform like LinkedIn Sales Navigator.
  • Connect with every one of those prospects on LinkedIn, and mine their email addresses with a program like Email Hunter.
  • Send a highly personalized email explaining who you are and why you think it makes sense to chat. I use YesWare to send out the personalized emails.
  • Follow up, follow up, follow up. You should follow up until you get an answer yes or no.

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