The purpose of your marketing strategy and the time and money you put into it is to get new customers so you can increase sales. But contrary to what many retailers believe, the answer is not to advertise to everyone. It’s also not to cast the biggest and widest net by showing up on all the social media platforms.
In fact, these are the biggest marketing mistakes you could make. When I opened my first store, I thought everyone was my customer. I had a kid’s boutique, and everyone either has a child or knows a child, right? Therefore, everyone was my customer!
So in an effort to reach as many people as possible — I advertised as broadly as my budget and time allowed, but that wasn’t the right advertising strategy and I almost lost my store!
Because here’s the thing — you don’t need all the people to shop your store. You need more of the right people.
The right people love the products you sell. They identify and relate to your unique messaging, core values and mission statement. You’re never going to appeal to everyone. But you are going to appeal to the right people — your ideal customers.
"The right people love the products you sell. They identify and relate to your unique messaging, core values and mission statement."
If you’ve been targeting everyone, you’re not alone, and you’re not doomed. Turning your marketing success around comes down to just two steps:
- Clarifying who you are
- Clarifying who your ideal customer is
Clarify who you are
At first glance, all gift stores seem to be just that — stores that sell gifts. But make no mistake: You’re different from other stores that sell the same type of inventory and carry the same vendors. To clarify who you are, ask yourself:
- What do you love about your store?
- What values permeate your business?
- What criteria do you use when deciding which products to carry?
- What feeling does the design (colors/merchandising/lighting/music) of your store inspire?
Identify your ideal customer
When you aim to reach everyone, you end up targeting no one. You have to be clear on who your ideal customer is. Start with your general demographics, but then go beyond. Ask yourself:
- Where do they prefer to shop?
- How do they prefer to shop?
- What matters to them?
- Which social media platforms do they use?
- Which five words do they love to use?
- Which five words would they never use?
Your marketing strategy
Once you’ve clarified these two things, make sure all customer experiences stay true to your brand.
The words you use when communicating with customers will either attract or repel your ideal customer, so be intentional about staying within your brand voice, and you’ll know how to best design and merchandise your store or website, because you know what will speak to and attract your ideal customer.
