Do It! Marketing Blog: Marketing for Smart People™

Small Business Marketing Coach: Developing Customer Intimacy

marketing speaker marketing coach intimacy

As a small business marketing coach, I'm often asked about market research. It all comes down to customer intimacy.

Now THAT sounds like a fancy marketing term. It’s definition is simple – the business that knows their customers best WINS.

How do you get to know them?

Move closer to the customer. Live in their world, think about their problems, and think about their clients and prospects. Their families. Their wants, needs, hopes, dreams, opportunities, and challenges.

Think about what they’re up against. Consider what they need the most help with.

What’s the first step? Research. Preparation. Homework.

Industry, regional, business, demographic and consumer news, trends and statistics are now at every business owner’s fingertips on the Internet. Often for free.

If you’re not intelligently researching your target market’s issues, challenges, and pressures, how can you possibly come to them with a credible solution?

Don’t like sitting at the computer all day? An even better idea is to hit the street.

Visit your local clients, talk to your contacts in the fields you serve, get some firsthand information about what’s going on in their world – what are their challenges, perspectives, obstacles, priorities; what are their dreams, their “only- ifs,” and their biggest aspirations?

Is this a lot of work? You bet. Do the majority of small business owners put in this kind of effort? No way. Which is exactly why YOU should be doing it!

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And then leave a comment below with your questions, thoughts, and advice on the ideas above.

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Tags: marketing speaker, market research, competitive analysis, marketing coach