Have you ever asked yourself… why aren’t more people interested? Why aren’t they buying from me? Why don’t my customers tell their friends about me?

Attracting customers starts with focus because, let’s face it, most consumers aren’t actively looking for your company. More often than not they’re looking for a solution that satisfies a particular need they have and will discover you either by accident or because you have a great Attract strategy in place.

Getting noticed in this noisy world is critical for the success of your business, but it’s not always easy to get the word out. The best way to get noticed is to start with a narrow focus. Define your ideal target by researching their demographics, attitudes, behaviors, motivations and favorite places to hang out, both online and in person. Then, start engaging with them in a helpful way, but be sure to have a way to follow up with them before they leave.

Attract is comprised of three key stages:

1-Target

2-Attract Interest

3-Collect Leads

Let’s start with how to TARGET customers… Most of us try to sell to everyone. But, that mindset can end up costing you a ton of money and provide little return.

It’s too expensive to market to the whole world.

Marketing messages don’t resonate with everyone.

Trying to be everything to everyone doesn’t work.

Don’t try to sell everyone.  Instead you need to narrow down your focus and Target your customers…

Benefits of clarity include:

 More effective (focused) marketing messages

 Effectively find customers of that type

 Design products and services to meet the needs of the right customers

 Increased Customer Satisfaction, Referrals, etc.

Demographics explain “who” your buyer is, while psychographics explain “why” they buy.

Demographic information often includes age, gender, ethnicity, income, geographic location, as well as other types of information about who they are, where they live, and what they do. This type of information can be found through a variety of sources like the American Fact Finder that is offered through the Census Bureau (http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml)

Customer psychographic information provides more in-depth profiling about how your customers think about things and how they spend their money. Psychographic information will include things like what type of music they like, which types of brands they buy, how often they go shopping, how much money they spend on certain purchases, and etc. It takes a look at the psychological and cultural reasons behind why people make certain purchasing decisions. This type of information is very important to have especially due to the amount of cultural and racial diversity found in many communities as those factors can also influence purchasing habits. A good place to look for this type of information for customers in your area is to use Nielsen’s PRIZM psychographic codes by zip code.

You can also find out psychographics with surveys, reviewing actions taken in your marketing campaigns, focus groups and via your social media platforms. In other words “how do you get noticed”?

Find out where they are most likely to come in contact with and be receptive to your brand messaging. Think about location both online and in person.  Are they on a particular social media platform? Do they attend local business events? Are they members of a local community or work in the neighborhood?

After you’ve identified where they are likely to find you, start focusing your efforts there. Perhaps this means that you need to join the local networking group, open up a Twitter account, or spend some money on advertising. Be where your customers are and start engaging with them in an authentic, helpful and personable way.

Some strategies and tactics that help with getting noticed include: content and social media marketing, advertising, ppc, RP, events, direct mail and word of mouth.

Need some help narrowing your focus? Download our worksheet series on Developing your Perfect Customer Lifecycle. You can grab it by clicking here.