Small business marketers may want to take a hint from high school cliques - the groups of people who grouped together based on what they wore, what extracurricular activities they participated in or what music they listened to. Identifying these groups of specific people in the business world who have similar hobbies or financial and professional interests could make designing ad campaigns a whole lot easier for marketers, according to a recent Small Business Trends article.
Marketers should be taking a look at their clients or customers to identify what cliques they belong to, contributor Jennifer Shaheen stated. When looking at clients, a company should determine who the client's customers, colleagues, suppliers and competitors are. Marketing professionals should also find out how these people are spending their time and who they are spending it with.
For example, a construction company that builds sustainable skyscrapers will be a member of a different clique than a construction company that builds residential homes.
"The products and services you offer to your client must be in alignment with their signature style," the article stated. "...This creates the necessary comfort level in your customer, enabling them to trust that working with your organization will complement and enhance their brand’s image."
Clients, as well as customers, will have different expectations if they are from different cliques. The more marketers understand these differences, the more they will be able to successfully communicate and attract a variety of cliques, according to Small Business Trends.
"You have to be able to assure your clientele that you have enough points of commonality with them that you’ll be able to understand their needs and serve them well," Shaheen wrote.
In a recent Business 2 Community article, content marketing manager Tara Banda identified some key questions marketers should ask themselves to help group customers into specific cliques. These questions range from "What are your customer's background?" and "What do they buy," to determining when exactly customers make those purchases and when and how they currently interact with the brand. Are there customers that interact with the brand specifically over social media? If so, this could be the most effective way to market to them.
"Targeting the right audience isn’t only important for making new sales but also for building your brand online," Banda wrote. "For instance, by monitoring when your fans interact with your social media posts, you can better plan a schedule of when to post content to get the most visibility and engagement."