Q. You often say that the best marketing message for customers is: I can solve your problem. But how do I figure out what a customer’s problem is? How do I focus my website’s marketing message for a customer I never talk to?
A. You have a point: If you had a storefront, you would know a customer’s problem right way–you would walk up to the customer and ask, “How can I help you?”
In a way, your website needs to do the same thing.
When you started your business, you must have identified some need in the community or industry that your business would fill. Whether that need is for shoes with velcro fasteners or software to fly a drone, your marketing message should concentrate on the specific types of customer who have the exact need you are aiming to fill. You can not reach “everyone.” Whether by walking in your physical store or by searching online, most customers will self-select based on the problem they believe you can solve. Your website should focus on those customers and your solution.
Are you wondering whether your customer’s needs have changed? Your website’s “contact us” page should allow customers to email or call with questions. By keeping track of those questions, you’ll have a good handle on what your customers are looking for and whether your website and mission are meeting their needs.
Q. My company offers lots of products and services and we’re great at all of them. How do I know what marketing message I should focus on?
A. Let your customers help you decide. First, as explained above, you should ask yourself what what problems your customers need you to solve. Your marketing message should focus on providing solutions. Then ask: What solution brings you a steady income you can live with and the most satisfaction in providing? The hope is that a clear match occurs between what your customers need most and what you need most. Finally, go to the website of your favorite major retail store and study how they let customers drill down through multiple products and services. Give your customers some control over the solution they reach, and they will listen.
Do you have a question about marketing or technical writing? We’re happy to provide answers. Contact TWP Marketing & Technical Communications, where our words mean business–and give your website just the right focus.