How big is your list? This blog is part of an ongoing series of blogs featuring the TARGET Marketing Framework. You can get our TARGET Marketing Playbook for FREE here. Now let’s talk about how to build a list for your business!
What do I mean? I simply mean, how big is your list of customers and prospects that could buy from you? And do you own that information? Do you have their phone numbers, mailing addresses, and emails?
Oh…and do you have permission to contact them when you want?
If you don’t have a list…you don’t have a business.
The A in TARGET means it’s time to Attract your perfect customers and prospects to your owned list. This will not only allow you to provide them with valuable content but will also let you provide them with great offers when the time is right.
But what is “owned” media?
As business owners, marketers, entrepreneurs, and salespeople, we have gotten very comfortable with “rented” media. Rented media is when someone else owns the audience, or the audience’s attention. They decide who and what is exposed to it. And they charge to give access to that attention.
The radio station owns the audience. The TV station owns the audience. The newspaper owns the audience. We simply rent some time. And to be fair, they should own the audience. They have spent the time to create that relationship with the audience. They have created valuable content for them.
It’s not your audience. You are paying to have access.
And for those of you saying, “I don’t use traditional media; I have my audience on social media.” Bad news. You don’t own that audience either. Facebook owns it. YouTube owns it. TikTok owns it. The reason I know that is, if that platform goes away, or changes its algorithm, or just gets mad at you, it can all go away…just like that. You don’t own those contacts, the platform does.
A couple of years ago, Facebook and Instagram just went down for about 6 hours. No explanation. Just…down. And many of my entrepreneur friends lost their minds. Their entire business went down with it. They had no way to contact their clients.
It was a great reminder. While I am a big fan of social media (and we will talk about that in just a minute), we need to continue to work to grow our own audience, so that when (and I did not say “if”) one of these platforms goes away, we still have access to the audience we have created.
You need to create “owned” media.
So how do you do it? Here are 3 ways to grow your list.
Start with the low-hanging fruit.
First, if you have an existing business, reach out to those clients you are already working with. Explain to them that you are starting a newsletter (to provide them with value, content, etc.). In it, you will send them special deals for being a part of this “VIP” group. In addition, I like to let them know how often I will be sending the email (and promise not to spam them). We have all been on the list that sends 12 emails a day. That’s no fun…and it diminishes your trust with the audience. You want to provide real value for your perfect customers and prospects!
Now that you have established your list, it’s time to actively grow it.
Second, use your social channels to ask. If you have created a following on social media, this is a great place to invite people to follow you for “VIP” access. Explain the same thing that you did to your customer list. What are you going to send them? How often will you send it? Why would they want to sign up? While not everyone will sign up from this invitation, some probably will jump on board!
Third, it’s time to create a lead magnet. A lead magnet is some piece of content that will provide that prospect or customer with something that has a lot of value to them. This is why it’s so important to spend time on the (T) section identifying that perfect customer. By knowing them, you can create something that really addresses their needs.
This lead magnet might be a PDF, a video, an audio, or a video series. But it’s something that helps your perfect customer go to where they want to go. And let’s face it, it needs to have real value. If someone is going to give you their email, they want to make sure it’s worth it. So, I am a big believer in trying to over-deliver here.
This is a perfect place to start your relationship on the right foot.
Now that you have the lead magnet created, don’t be shy about sharing it! This needs to be prominently placed on your website, social media, and maybe even on your business card. Make sure you are giving every prospect and customer the opportunity to give you their contact information!
Remember…if you are proud of the content you are sharing on this email…then they need to be a part of it!
Bonus Idea for Starting the List
Another idea for kick-starting the list is by creating a contest. In this example, you might give away something really cool (that your perfect customer would love) in order to gather names for the list. This can be a great way to get your list started.
My wife and I renovated an old building in Coshocton, Ohio. She did a ton of work on the building, and it is now a successful Airbnb. We have people from all over the country coming to our community to visit…and they stay with us. It’s really cool. (You can learn more at ChooseCoshocton.com).
The problem, as I see it, is that we don’t “own” the audience. Airbnb owns it. And to be clear, we think they do a great job. But what happens if Airbnb goes away? Our business goes with it.
So, we decided we wanted to be more intentional in creating an avenue that we could communicate with our intended “Targets.” The problem was, we had none of their contact information.
So, we started with a contest.
We posted a contest giving away a two-night stay in our community. In addition, we offered a $50 gift certificate at two local restaurants. We created a landing page to capture the information and posted to social media. In addition, we also asked the local Convention & Visitor’s Bureau to include the contest in their email (an audience of people who visit our area that they had created).
The result was great! We got several hundred people who signed up for the contest and became the beginning of our own “owned” media. We have since created a lead magnet for the area and continue to build the list.
Hasseman Marketing, a leading marketing company in Ohio, has been named to the PPAI 67 Best Companies to Work For list. This recognition is a testament to the company’s commitment to creating a positive and engaging workplace for its employees.
According to PPAI magazine, the 67 companies that made the list were selected based on several factors, including employee engagement, work environment, benefits, company culture, and opportunities for professional growth. Hasseman Marketing stood out among the many businesses considered, thanks to its exceptional performance in these areas.
“This is such an incredible honor,” Hasseman Marketing CEO Kirby Hasseman said. “I am so proud that our team has created a culture where we all want to work together…and do great work for our clients.”
One of the reasons why Hasseman Marketing is such a great place to work is its dedication to fostering a culture of innovation and creativity. Employees are encouraged to think outside the box and come up with new and exciting ways to help clients achieve their marketing goals. This approach not only benefits the company’s clients but also allows employees to feel valued and appreciated for their contributions. In addition, Hasseman Marketing works to create a culture of fun.
Overall, being named to the PPAI 67 Best Companies to Work For list is a significant achievement for Hasseman Marketing. It is a testament to the company’s commitment to creating a positive and engaging workplace for its employees. As the company continues to grow and expand, it is clear that it will continue to prioritize employee engagement and development, setting an example for other businesses in the marketing industry and beyond.
The upcoming (potential) UPS strike is a cause of concern for many businesses, including those in our industry…and our customers. The strike is expected to affect UPS operations across the country, which could lead to delays and disruptions in the supply chain. So we wanted to take just a moment to talk about how this UPS strike could affect YOUR branded merch order…and what we can do about it.
Plan Ahead
One of the main concerns for customers of Branded Merch is the timely delivery of their orders. With UPS being one of the top shipping carriers in this industry, any disruption in their operations could lead to delays and missed deadlines. This could have a ripple effect on businesses, as delayed deliveries could lead to missed deadlines, increased costs, and events without your merch.
The lesson here is simple, as we move into the fall, let’s work to plan earlier on events to mitigate this risk.
Seeking Additional Options
Another potential impact of the UPS strike is an increase in shipping costs. With UPS being one of the major shipping carriers, businesses may have to seek out alternative carriers to get their products to customers on time. This could lead to higher shipping costs, which could eat into profit margins and make it harder for businesses to compete in the marketplace. This is true for all businesses, but our goal is to work to seek options to help you keep the shipping costs down.
Businesses that utilize Branded Merch in their marketing strategy (and who doesn’t?) should be prepared for the potential impact of the UPS strike by exploring alternative shipping options. This may include working with other carriers or exploring local delivery services. Businesses should also communicate with their customers about any potential delays or disruptions in their supply chain, and work to find solutions that meet their needs.
Overall, the UPS strike is a cause for concern for all businesses. However, with proper preparation and communication, businesses can mitigate the impact of the strike and continue to meet the needs of their customers.
Our goal at Hasseman Marketing is to be a great marketing partner for your small to midsize organization. That is why we work to create information like this to help you!
It’s time for Thirsty Thursday! Thirsty Thursday is the award-winning piece of content from Hasseman Marketing where we take a mystery drink out of a piece of branded drinkware! It’s funny. It’s irreverent. And we will show you some really cool merch as well! This week we feature the BIG SWIG from our pals at Spector and Co. But wait…there’s more! This time, both Jeff Wickerham and Kelly Bowe join Kirby and Emily. It’s a full house! Watch the latest episode below!
Why Should you consider the Big Swig?
The 1240 mL / 42 oz Big Swig Sr. is a double wall vacuum insulated stainless steel bottle made with pro-grade stainless steel. The durable powder-coated finish gives the bottle a modern look and provides extra grip. With a generous capacity and carry handle, this bottle is perfect for long hikes, days at the office, or staying hydrated at the gym. The leak-proof, screw-on cap with a spout keeps drinks contained. Take this bottle with you wherever you go because it’s ready for whatever you’re up for.
How can you hit the bullseye if you don’t know where the TARGET is? How can you identify your perfect customer?
This seems like such a basic question, right? But so many businesses and marketers are trying to do exactly that. They create a product or a campaign that is designed for everyone. And if everyone is your customer, no one is your customer. You just don’t have the time and treasure to reach them all.
But when you dial down, into that specific niche that your product is really designed to serve, you CAN reach them directly. And every once in a while, they can help you reach the masses.
It all starts with that perfect customer. Your TARGET.
Now you might be thinking, “Of course. I already know that.” I believe you. But as I have stated hundreds of times before, my favorite quote is:
The greatest distance in the world is the distance between ‘I know’ and ‘I do.’
We all know the things were are supposed to do. We know it. That is why it’s so easy to give other people advice on fixing their problems. We know what to do. We just don’t do it.
Want to lose weight? We all know how to address that. Eat better and work out more. And yet, there is a $58 Billion industry created to solve that very problem. You know, the one I just solved with 5 words.
So, before you completely dismiss this out of hand, ask yourself this. Have we spent the time to create our perfect customer (s)? Do you really know them? And are you creating marketing messages directly to them?
If so, kudos! You are ahead of most in your space.
If you have not spent the time, this is the perfect place to start. Because once you know your perfect prospect or customer (your T), it can totally change how you go to market. You can create more effective messages and have less waste.
And maybe more importantly, you can better serve them. You can create offers that they will not only enjoy, but you know they really need. You can create customers that are not only transactional but are raving fans.
But it all starts with REALLY knowing them.
If you already have a business, you can start looking for your ideal customer inside your current client base. As Mike Michaelowicz tells us in his amazing book The Pumpkin Plan, you know when you see your customer number pop up on the phone. There are those customers that pop up and your first response is “ugh.” These clients are often high maintenance, low profit, and hard to deal with. They just don’t seem to value your work…and you don’t like working for them. These are obviously NOT the perfect customer.
Then there are the clients where you have the opposite response. You love it when they call. You are more than happy to drop what you are doing to chat with them. And you enjoy the work you are doing with them. Now you are getting closer.
The final mix is, they have to have the money to spend. When you can find the customers that you enjoy serving, AND they have the budget, you might be getting close to (at least one of) your ideal customers.
“Okay,” you might be thinking. “But what if I don’t have an existing business?” Or maybe…you just want to start this exercise from scratch. Maybe your ideal customer is not in your existing customer base…or you want to start a business and are not sure where to start.
Let’s dig into a few questions that you can start with to determine your ideal customer. These are just a few designed to get your juices flowing. As you dig in closer to your ideal customer, keep going. The more specific you are, the more likely you can craft a message (and more products) that can reach and serve them better.
Here are some questions to help you identify your perfect customer.
Is your ideal customer a man or a woman?
How old is your ideal customer?
Where do they live?
What is their lifestyle/marital status?
Do they have children?
What is their favorite social media platform?
Where do they hang out? Who do they spend (the most) time with?
Do you know what they do for fun?
What conferences do they attend?
What is their job?
As I said, keep going until you have a specific and clear picture of that ideal customer. Once you have them pictured in your mind, write it down. Now that you have them on paper, can you see how you can craft a message just for them? Can you see how you can go to the places they are?
While this exercise might appear simple, it’s foundational. You will build all of your other activities on top of the T. And once you have mastered your “one perfect customer,” you can go back to the drawing board and do this again to expand your market and your marketing.
