Imagine if you could fire your worst customers… You know the type – I am sure as soon as I said that the vision of someone you have had to deal with jumped into your head. They demand the world, want to pay bargain basement prices, eat up loads of staff time and expect it to be done yesterday.

Now think of your best customer. You know the type, they are friendly, shop with you often, are a pleasure to deal with, they refer their friends to you and always leave you with a smile on your face . Now, what if I could jump into my nerd cave and use my magic powers to clone them. So instead of one or two favourite customers, you had 10, 50 or 100.

It’s not magic – it’s all about positioning and targeting.

It all starts with tracking. The great think about websites and digital marketing is our ability to track what people do on your website. With a solid measurement plan and some analysis, we can build a picture or “avatar” (a term coined by Clay Colins) that represents your best customers. Then apply tactics to position your business in front of people just like them.

This means more good customers who are a pleasure to deal with, who spend more, who take less time to service, lower marketing costs, and more profit.

Only target people who are likely to buy.

The trouble for most businesses investing in marketing is that traditional models get on in front of a large audience untargeted audience. There might be high circulation of the paper, or a lot of people driving past the billboard, but only a small percentage of the audience may be interested in your product. Digital marketing lets you hone in your marketing so you only advertise to people who are likely to be interested or buy– like someone typing a service you sell into google, or who displays the same demographics and qualities as your ideal customer. That way your marketing costs less than traditional methods, gets you more leads and if you set up your marketing funnel right – a customer for life.

It all starts with a solid measurement plan.

Your google analytics account is perhaps your most valuable resource when it comes to scaling your business. When we work with customers and during our coaching sessions this is the number one tool we use to lower marketing costs, increase conversions and drive change.

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10 Minute Audit  or Digital Marketing Planner

Lucy Ross