24 August, 2017
While we’d all like to think our business has global appeal, the truth is that we’re really only a perfect match for a subset of the population: our ideal customers. These are the people who are looking for exactly what your business is offering, and they contribute as much as 90% of a company’s revenue, according to marketing executive Rob Peterson.
That’s great news, because it means you don’t need to speak to the whole world when you’re designing menus or marketing materials; you only need to address those ideal customers who are already motivated to listen and take action. Here’s how.
Step 1: Know your customers
Before you can market to your customers, you need to know who they are—there’s little point in selling the benefits of your family restaurant to a group of senior executives looking for a lunchtime business meeting venue.
If you’re already capturing detailed customer data from the systems you use for table reservations or at your point of sale, you can construct a detailed customer profile or persona. Or you might just start a conversation with your customers, and build a fuller picture over time. You’ll want to gather information about
- when customers are dining—brunch, afternoon tea, dinner
- who they’re dining with—e.g. work colleagues, friends, family, a blind date
- which outlets they visit and how much they spend.
You may find that your customer base is quite different in each location. But once you’ve identified your ideal customers, you’ll know which are most important for your business, and be able to give them the attention they deserve.
Step 2: Take your business to your customers
Now that you know who your customers are, it’s much easier to find them and focus your marketing spend in places they’re likely to see it. Give some thought to your audience and where they hang out online and in the real world. Are they more likely to see your brand
- on a billboard or a bus stop
- in a magazine or at a local sporting club
- in a letterbox drop or through digital marketing?
To improve your digital marketing, think about which social media platforms your ideal customers are likely to be using and at which times of day. Segment your email marketing list into different customer categories to ensure your customers receive relevant content that they’re more likely to open and read. Make sure you appear in major directories, like Google My Business, Zomato, and Yelp. And if you’re not appearing on the first page of search results for relevant search terms, consider getting some help with search engine optimisation (SEO) or buying some paid advertising.
Step 3: Entice and impress
It’s time to put your customer knowledge into action. Tailor your promotions and marketing campaigns to each of your ideal customer groups, then track how well each advertising medium works. For digital and email campaigns, statistics should be readily available in the platform you’re using, but you can always ask your new customer how they heard about you. (If you’re keen to learn more about how tailored promotions can delight your customers, check last month’s newsletter.)
Of course, the most important way to entice customers into your venue is by giving every customer a positive experience they’ll remember…and tell their friends about!
Step 4: Keep in touch
Don’t give your customers a chance to forget you! Tell customers about your social media pages so they can follow you, see your posts, and share your content further. Get their contact details at the point of sale or through your website, and add them to the right customer group. Your marketing emails should be brief but helpful, letting them know about any upcoming events or offers, as well as keeping them up to date with your news. And don’t ever be shy about asking customers to spread the word about your hospitality venue. If you’ve given them a great experience, they’ll usually be happy to oblige.
The better you understand your customers, the better you’ll be able to meet their needs—not only when they’re in your venue, but also when they’re looking for somewhere to go, Following our simple guide will help you spend less money and effort trying to find those customers, and more time delighting them.
If you’re looking for a way to streamline your customer service and communications, why not try out the Fedelta Customer Loyalty Module? It empowers you to
- add new members and look up information through Fedelta Backoffice or your point-of-sale terminals, or let customers sign up online
- reward your customers with member-only deals and points earned towards future purchases
- chart your customers’ visiting and spending patterns to tailor your promotions
- keep in touch with your customers using automated marketing campaigns.
Best of all, it’s free for Fedelta customers! Talk to us for more information on how to get started with the Fedelta Customer Loyalty Module.