It’s a great little exercise that I recommend every business owner does: go to Google and try to type in what a prospective customer might when they are looking for your kind of product or service. The benefits of this are threefold:
- Firstly, it forces you to think carefully about who your customer is, or to put it differently, it raises the question: “Who is going to be the person trying to find us on Google?” This is not always as easy as it sounds, especially in a B2B environment involving a complex buying process.
- Secondly, by trying to think like your prospect (what they would search for) you are automatically undertaking the most essential task in marketing: putting yourself in the shoes of the customer! This simple mental shift is the source of most business-changing insights!
- Lastly, by trying to act like a potential customer using Google, you will stumble upon potential competitors that pop up. This will be a valuable source of market information.
Marketing is all about thinking like the customer, instead of yourself as the business owner or manager. This can be a difficult thing to do, but by running an Internet search for your type of offering is a great shortcut — or “hack” — to make this critical mind-shift.
Ultimately, there is not a single product or service – apart from the most basic groceries – that are not researched on Google during the purchasing process.
Go to Google today, and act like your customer!