To market, to market; so where are my customers?


Once you know what sort of business or services you want to provide, you need customers.

Customers or clients pay you money.

There’s a couple of ways to get them:

  1. Word of Mouth (WOM) – ask family, friends or network acquaintances who they know who might be interested in what you have to offer. These are called leads or referrals. You may then be able to contact them, meet and sell to them. Such leads may be found from where you previously worked or networks or organisations you are a member of. Another source may be through a social network such as LinkedIn.
  2.  Setting up a website to attact them with the sort of information that your preferred customers might be looking for, i.e. packages you offer and helpful articles etc

Use the first one to get started while you work on the second. Set up a website to connect with the right people who you want to do business with. Initially they are called prospects, because they might buy from you. You seek to attract them to you with the content you provide on your website; demonstrating your expertise.

With so many websites and competitors vying for a position on the first page of Google, you will be in a constant battle for attention. This process has to become fine tuned to capture leads and attract the visitors you want. With several million new blogs started everyday, and millions already in existence, it is getting much tougher to attract attention. But it can be done.

Digital marketing techniques are making it easier for some, well at least for now. You’ll probably hear such such terms as the sales funnel, often triggered by providing website visitors with something for free in return for their email address. Technical terms such as a trip-wire or lead-magnets are used to describe the free-offers. Hence the idea is to start a sales funnel where you trickle out newsletters, deals and other offers leading your prospects towards the big sale, your core-offer. It can sound a bit like snake-oil sales though, and I believe may actually turn people off and become counter-productive once it is done to death.

Attract your people

customers you wantStart with a product or service you want to sell.
Then set up a web site set up to attract interested prospects.
This really means set up a blog where you can continue to add relevant content to do this. You may need to get some help and use Facebook or Google advertising to start with.

My initial advice is to keep your focus narrow – a niche or speciality, then seek to dominate that space. That might mean being the expert in your local area, region, state or country.


Because it is easier to stand out in a crowded market by providing specialist knowledge and know-how, than trying to cover a whole range of general stuff where you end up competing against everyone else. I’ve tried it and it is too hard to keep up. You just commodifies your product and driving your price down.

I know that I work really well with professional women who want to shift to self-employment. I  help them to reveal their commercial capabilities and how best to set up and start their business. Then I provide ongoing support. Mind you having run a marketing company for nearly 20 years gives me a lot of know-how in to how get things done.

There is a downside for the would-be entrepreneur in that it takes work and time to set up a website, create content and wait to start showing up in organic Google searches.

Google – because it is the biggest source of search in Australia and many other countries.

It acts as the gate-keeper between you and your preferred customer or client.

No matter what business you are in, you will need a digital presence to connect to customers or clients. That means a website, preferably made with WordPress.

Once you attract a visitor to your site you’ll want them to take some action.

What do you want them to do once they visit your site? Call you, make a booking, email you, download a brochure, sign up for an email newsletter, read more about you, or bookmark the site?

This is part of your digital marketing strategy with the content on your site the magnet.