6 Study the challenges of marketing and persuading customers
Every successful business has its own way of reaching and attracting targeted customers and making them interested in what it offers, and then this business is able to turn this interest into a sale.
Marketing is an art and science that draws the attention of target customers, attracts them to the service or product that you offer, and moves them from a state of complete lack of knowledge to the stage of knowledge and interest in the product and then to the stage of the purchase.
When we move to the sale process, marketing stops at this point, and then the science of sales or sales begins.
If you start marketing your product or service, here’s this article entitled “ Study the challenges of the marketing process and persuade customers. ” It is the sixth stage of the series “ How to Transfer my Idea to a Profitable Business and boost sales growth ”.
This article depends in one way or another on the previous stages, so reading these stages may give you a more comprehensive and better understanding, and here you will find the carryover in succession:
1. The stage of describing the idea.
2. The preliminary study of the market.
3. Building the prototype.
4. Initially finding a pricing strategy and model.
5. Get experimental customers.
How to market your startup:
What I would like to clarify here is how to market your product or service, but in a simple and understandable way for everyone, far from going deep and going into the many methods, so if you search deeply and want to be a specialist in marketing, there are many books, videos, or educational programs that are useful.
The marketing stages in brief are:
1- Spreading awareness among the target market about the new product (promotion).
2- Converting customers from a state of non-knowledge of the product to a state of primary knowledge.
3- Transforming customers from a state of initial knowledge to the stage of interest in the product.
4- The customer appeals to open a discussion about the purchase.
Marketing today is of two basic types that may come from many other types:
Digital Marketing: It is marketing using digital channels such as Facebook, Google, Twitter … etc.
Traditional or physical marketing: It is marketing by means of the door of the customer, calling by phone and booking an appointment. Send an email and get its attention … etc.
When starting a new business, it is not possible to do marketing using both types together and to our full potential, but we can do this later after the service or product has matured.
It can be said that one of the two types will prevail at 90 percent and the other will be 10 percent at first. With the passage of time and the progress of commercial business in the market, the ratio between them will converge, and in the long run, it may be completely reversed.
But will digital marketing be the start or traditional marketing? In fact, it is up to the type of product or service you provide, and the type of target customers.
How to determine which type of marketing to focus on initially:
You have to answer the following key questions and you will be aware of the type of marketing you will start from:
- Are your target customers used to searching for services similar to yours via the internet?
- Are your clients online or interested in social media?
- Do your customers usually browse the websites and read their content?
- Are your customers open to purchase from any seller and not just the local market?
- Do your customers prefer to hear recommendations from their knowledge network before making a purchase?
- Are your clients a lot of busy people and don’t like changing their lifestyle?
- Does your product target companies more than individuals?
If you answered 1 + 2 + 3 + 4 yes, you are close to digital marketing and vice versa.
If you answered 5 + 6 + 7 yes, you are close to physical or traditional marketing and vice versa.
In short, when you know where your customers are located, who they trust and what are the sources of their knowledge and research, you will be almost certain to know which marketing method to choose.
How do you do marketing?
Simply you will follow the following steps and the results should be more than satisfactory, and if they are not, then this means that there is an error in applying these steps:
1- Define the target population with all its dimensions, characteristics, geographical area, age, nationality, interests, etc.
2- Launch the marketing campaign on only one or two platforms at most (Facebook, Instagram … etc) which you think are most effective for you, taking into account the characteristics of the target segment that you defined in the previous step.
3- Prepare your website to receive visitors coming from your marketing campaign.
4- Monitor the results and statistics and modify or change the platform if you are not right by targeting the right slide or the right platform.
5- Make your site a suitable place to explain your project and attract the attention of your customers, be simple with a beautiful and attractive design, use pictures and video instead of long texts, show the names of your experimental clients that you got previously as a kind of show confidence, never forget the three points: the beauty of design Design simplicity, using pictures and videos instead of long text.
6- Always follow the results and analyze them to locate the strengths and weaknesses of your campaign and then fix them.
This type is more difficult than its predecessor and an effort of a completely different type must be made until the sale is completed
1- Search and prepare a list of potential customers, get them from your acquaintances, search within the Internet, specialized magazines, specialized exhibitions, meetings and meetings … etc.
2- The list can contain a good number of potential customers, choose the one closest to you or who you have a connection between you and them, or maybe you know someone who works for them or provides them with a specific service.
3- Prepare yourself to call them one by one and book an appointment to market your product or service.
4- Before calling, study your customer. Call someone he knows within your relationship network and ask him for help.
5- Have the customer hear something about you before calling him if possible.
6- Call the right person or ask to speak with the right person.
7- Put in your intention that you are going to solve the customer’s problem and not to take his money.
8- Focus in your speech always on showing the magnitude of the problem, the necessity of a solution, the effectiveness of your product in solving it and the happiness of your former customers.
9 – Be prepared for the next step if the customer agreed to purchase, for example, signing the contract.
The talk goes on in this area, but these are the basic steps and it is very important to always take into consideration the following points:
1. Man, by nature, loves and is convinced to see a living example rather than a theoretical speech.
2. The man by nature does not like to be the first venture, preferring to find people who have crossed the road before him and were happy with this experience.
3. The numbers speak, the numbers clarify and confirm, and the big names get well attention.
4. Not everything that glitters gold, but everything that glitters draws attention.
5. The customer pays money or time when he is expected to receive in return something more valuable than the money he paid or saves much more time and effort than he spends to accomplish a task.
6. The client fully believes that he has many other options. The question is, why would he choose you?
7. The client will lend you his attention, but often for once. Either you succeed in gaining his interest, or you lose your opportunity.
But how does the customer base expand and what is the best strategy for expanding it in confident steps? Yes, there are two ways we should choose one:
1- Selling first to the leader in the market: If you sell your product to the largest customer in the market, the result will be that everyone will trust your product and buy.
2- Selling to the bottom of the pyramid and then going up: Selling your product to five or six small customers within the market may encourage the slightly larger customers to buy and then the larger may desire a little and so on until you reach the top of the pyramid.