The underserved rarely speak up – they usually just leave
Today I was driving in my pickup when a Taylor Swift song came on. I hit my preset button to change to another local country station and another Taylor Swift song came on. I hit one more preset, this time for local pop station, and yet another Taylor Swift song came on. I finally had to turn on the CD I had in the player (Diamond Rio – 16 Biggest Hits).
Now, I happen to respect Taylor Swift as a singer and songwriter. As a marketer, I can appreciate the work she puts into not only creating songs that her audience loves, but also the work she puts into marketing her brand so that she can grow a large audience.
However, as a young male, I can’t particularly relate to the topics Taylor Swift sings about. Nor do I relate to the melodies she writes.
Who is serving me today in country music?
Uninterested Customers Change the Channel
Your customers are out in the world right now not even realizing that you exist.
When people are listening to the radio and they consistently hear music they simply don’t like they will just change the channel. People won’t complain or make a fuss. They simply change the channel in an effort to find something that satisfies their desires to feel emotions – to connect with singers, lyrics, and melodies.
Just as people change the channel on the radio, your potential customers are searching for the right way to connect with a business such as yours so they can answer their questions and have their problems solved. They may not even know that they’re looking. We don’t give much thought to what we’re doing when we change the channel. Often we look for certain stations that have played some quality music in the past, but we rely on the disc jockeys to bring us new music that will satisfy us.
Who are the disc jockeys that can take your story to your customers?
Marketing is the art of connecting your business with the customers who don’t even realize that you exist. All great markets have a knack for finding target customers, but there is also an area of marketing that requires the art of discovery.
Some of the biggest jockeys in charge of spreading the word about quality businesses on the Web are bloggers.
Bloggers are a business’s most valuable resource for spreading the word on the Web. Bloggers have audiences that rely on them to bring quality information and perspective consistently. Over time, bloggers build their loyal audience and look for sources of consistent information and content to provide that audience.
Businesses that come forward with fresh perspective that adds value to a blogger’s audience is an extremely valuable resource.
It’s important for businesses to seek out the influential bloggers in their niches as well as in niches where they may not expect to find their target customer.
Many businesses today are discovered in blog posts as bloggers review products and services and give trusted information to their audiences. People read blogs to learn and to be entertained, but most importantly, people read blogs as a way to discover something that satisfies their needs – needs they may have not even known they needed satisfied.
Bloggers are like disc jockeys in a way because they are trusted by their audience to bring new and exciting content that satisfies needs. Bloggers are important for businesses and customers alike.
Find the bloggers that are influential both in your niche and in related niches and allow them to tell your story. Give them all the resources they need to effectively allow their audience to discover and connect with your business.
The other day I heard a song on the radio that caught my ear.
I was on my way to work, riding in my pickup when a smooth country song with a sweet, rolling melody came across the radio waves. I’m a Little More Country Than That was the name of the song and it instantly made me wonder who the singer was.
I found out that the song was by Easton Corbin. He’s a newcomer in the country music world. He has smoothness in his delivery that I haven’t heard since George Strait (one of my all time favorite singers).
Without the discovery nature of radio today I may have never heard I’m a Little More Country Than That.
Marketing is about making connections with others in the world. The goal of any business is to take its products and services to those who need or want them. It can be difficult to find your customers and while targeting continues to improve, discovery will always play a huge role in the nature of connecting business with customer.
I don’t fit Taylor Swift’s target audience, but because the radio station played a variety of good country music along with hers I was able to discover Easton Corbin.
It can be difficult to find people that want and need your products and services. Take your story to the voices in the industry and allow them to take your story to those who can discover you and become your customers.
Easton Corbin – I’m a Little More Country Than That
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Image courtesy of Wouter de Bruijin