I was watching a video recently on how to solve a Rubik’s cube. There are thousands of possible solutions, and a handful of well-known ones, but they all have one thing in common – you start at a point and work from there. It is the same with marketing.
If you have a marketing puzzle to solve, you need to start somewhere and systematically work your way through it. Turns out that this point of departure, is the customer. You simply cannot do marketing if you do not know your customer.
This is all very interesting, but here is the unbelievable thing: many companies don’t know who their customers are! They know whom they’re talking to, and they know when they’ve made successful sales, but they don’t know how it happened, why it happened, and critically, how to repeat it.
This is what marketing is all about: to understand the process behind the sale, the thinking before the sale and the decisions around the sale. The sale is only the end of a customer journey. Understanding this journey, is understanding the customer.
So how do you go about understanding your customer? You put them under a microscope and study them. You ask them questions. You get into their world. You learn about how they make decisions, where they find information, what obstacles they must overcome, and only then…how you can help.
Once you’ve figured this out, it’s time to tailor your marketing to tell your story, in a way your customer can understand it.
Think about it: the core of the word “marketing” is “market”. And who is the market? The market is made up of the humans that either buy your story, or don’t. The only way to convince them is to know them very well!