Understanding who your customer is enables your business to target properly. With tactics, tools and metrics that are well defined any business can ensure that customers experience you through the most effective channels.

1. Marketing For Startups & Small Businesses

2. Who are you?

3. Who is your customer?
Demographic,
psychographic, behavioral
& geographic profiles*
of your target customers
will feed into
where, what ‘voice’ and
how you target

4. The Customer Journey
How does
customer find You?
Why does the
customer pick You?
Does your
customer
evangelize?
Why does the
customer stay with
You?

5. How does a customer find You?
Marketing/Sales
Metrics
Channels
- Content/Blog
- Social (Facebook, Twitter,
Pinterest, Instagram, Snapchat etc)
- Affiliates
- Email Marketing
- Newsletter
- Infographics
- Partnerships
- Public Relations
- Website
- Mobile
- Explainer videos
- Paid search
- Sales: Direct
- Sales: Affiliates
How?
- Clicks
- Conversion Rates (offline and
online)
- Bounce Rates
- Traffic Sources
- Keywords
- Visitors
- Call Rates/Success rates
Tools
- Google Analytics
- Mixpanel

6. Why does the customer pick You?
For achieved or perceived value
Marketing Metrics
Why?
- Price (table stakes now)
- User Experience
- Brand
- Service
- Transparency
- Renewable
Pick?
- Net Promoter Score
- Visitor Recency
- Brand Lift
- Site Speed
Tools
- Google Analytics
- Mouseflow
- Mixpanel

7. Why stay with You?
Marketing Metrics
- Engagement
- Review scores
- Returning Customers
- Net Promoter Score
- BBB Score
- Complaints
Engaging?
- Customer Dashboard
- Ease of Billing/Payment
- Customer Service
- User Experience
Tools
Why stay?
- Google Analytics
- Mixpanel
- User Voice
- Wufoo

8. Are Your customers bringing you more customers?
Marketing Metrics
- Social Shares
- Social Mentions
- Returning Customers
- Blog Engagement
Equip Customers
- Incentives
- Social Tools
- Quality Content
Tools
Sharing?
- Google Analytics
- Mixpanel
- Sprout Social
- Wufoo

9. What you don’t measure you can’t improve!
Test, measure, improve
where you’re failing and
accelerate the things that are
working.
Rinse and Repeat.

10. @Seyi_Fab
SeyiFabode.com