My graduate school classes are filled with people from a million different backgrounds, and some of them don’t have any experience in marketing. This may be what you are feeling like. You own a business, you want to grow, you love what you do, but you don’t necessarily love marketing. That’s okay. It can seem like a big scary thing, but here’s the thing-

We are all marketers!

Everything you do, from the products you create, to the reels you’re dancing in, to the emails you send, to how to tell other people about your services….that is all marketing. And understand the foundation of marketing is key for your business growth. 

It’s our number one job to take care of our customers or consumers. I will use those words interchangeably, but for the purpose of this episode, we are going to just think of our customer or consumer or audience as all the same people….someone who will give us money in exchange for what we are offering.

The 4 C’s that we are going to be learning about are:

1) Customer’s wants and needs

2) Cost

3) Convenience

4) Communication

I had a great conversation with an entrepreneur this week who has an amazing product. It’s a digital CPA service that helps you get strategic about what to do with your business finances rather than just trying things out, handing your books over to an accountant, and paying your taxes.

The problem was that this client didn’t know who their customers were! And because of this they couldn’t move forward with anything else in their business. Sometimes it’s easy to say that your consumer is a mom or a teenage boy or an athlete or a foodie. But that’s not good enough. A great marketer always digs deeper. And when you think you’ve dug far enough, that’s a sign that you need to go even deeper. You need to be constantly trying to understand your customers more.

Many times you may come up with an amazing product, but have no one to sell it to. Instead, I would suggest that you focus on your target customer and create a product or offer that fills the void in their life. When you understand your customer, it becomes so much easier to create a product that they will want. Of course, if you’ve already created a product, that’s fine. It’s a great way to test your audience. If they are buying it, or if they love it, you know you’ve hit a home run. If you are hearing crickets, that may be a signal that you created something that doesn’t resonate with their needs. Don’t worry, it’s all about testing. Testing your product or audience is fine, but I find that it’s easier to learn as much as you can about your customer first and then create something amazing that will make their life better.

How to learn more about your customer?

1. Ask them? This seems simple and hard at the same time. But speaking directly to your ideal customer is incredibly valuable. This can look like sending out an email poll, or a questionnaire on your IG stories. You can even call up some of your clients and ask them if you can chat with them. This is called getting customer insights and all of the best companies do it. ALL.THE.TIME. Even long standing brands, like Hershey or LL Bean are doing this every single day. Why do you think they are still in business? It’s because they are in love with their customers and know that people are shifting their thoughts and beliefs all the time. So talk to your customers. Get them on a phone call. Take them out to lunch. Get the conversation going. 

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