Marketing success isn’t about shouting into the void – it’s about understanding and connecting with your ideal customers. Let’s explore the key strategies shared during our Business Visibility Webinar.

Here are some of the key insights Tubosun Akeju shared during the webinar.

1. Understanding Marketing Fundamentals – Marketing Myopia

Marketing myopia is a short-sighted and inward approach to marketing that focuses on the needs of the business rather than on the needs of the customer. This leads to business owners embarking on marketing and business visibility initiatives without considering customer preferences and peculiar contexts.

To avoid this, don’t create a product and then look for an audience. Instead, help someone solve a problem and seek out others with similar challenges. It is also important to identify who your customers are and seek to understand them deeply.

2. Identifying Who that One Customer is for your Business

To identify your ideal customer, you need to leverage demographic and psychographic data.

Demographics is useful for segmenting and identifying the measurable traits of your target audience. It is essentially static data that helps you to define “who” your ideal customer is. It includes information such as age, gender, income, where they live, marital status, etc.

Psychographics instead seeks to analyze your customers’ interests and hobbies, lifestyle, and how they enjoy spending their time. It covers their characteristics, values, and beliefs. When it comes to data, psychographics represents the qualitative side of understanding individuals.

The most efficient way to create an accurate buyer persona is to combine both demographic and psychographic information to understand what makes your target customers buy.

3. How to Leverage early adopters for maximum business visibility

To understand this, you’ll first need to know about the Innovation Curve. This is a graphical depiction used to illustrate the adoption rate of any new solution, idea, or technology within a general audience. There are five types of individuals according to this concept, they are – Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.

Understanding the Innovation Curve and how each of your customers fits into the flow can help you reach your ideal customers. How? You’ll need to identify the early adopters and turn them into loyal brand advocates. It is also important to reward these early adopters.

The webinar concluded with practical case studies featuring three businesses, demonstrating how these principles can be applied across different industries. These real-world examples showed that regardless of your business size or sector, understanding and connecting with your ideal customer is the foundation of sustainable growth.