What Do You Want Your Customers To Do?

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Have you got it clear in your minds what action you want to customers to take?

In marketing jargon I am talking about marketing objectives.

 Unless you decide on this it is really difficult to choose the right marketing tactics to implement to achieve these objectives.

The reason is that different tactics suit different actions and focussing on the wrong action will not achieve the results you want or need for your business.

Here are three key actions you want your customers to take. You can break these down, but let us just keep it simple:

You want new customers to buy for the first time

To get them to buy for the first time you need to understand their buying behaviour, what information they need, incentives etc.  Samples or a free consultation are examples of marketing tactics you could choose.

One of the best ways of course is for new customers to buy from a referral or recommendation from your current customers.

You want current customers to buy on a regular basis

As I mentioned in the post yesterday, one off purchases gets too hard over the long term.

You need to have in place activities and tools such as a database and a customer care program so you know what you need to offer or do to keep them as regular customers

You want them to buy more of your products or services

This can be either to buy more each time which is by getting them to increase the transaction value or to get them to buy more of your range or products and services.

You could for example bundle up a few of your services or products and have an offer in place for your best customers.

You can have a combination, but it is always a good idea to keep it simple. If you have customers then keeping them buying for you will always be one of the objectives chosen.

I would like your input

By the way I am conducting a short poll on the website on what you would like to know about marketing right now. I have included a few thought starters and an Other Section so feel free to add topics.

The poll is so I can make sure the posts are what you want to read and be a part of.  As an alternative you can always email me your thoughts.