Let's first review a partnership that started off on the wrong foot.
There was a chiropractic practice my former colleague partnered with who desired to specifically increase the number of patients that received a special, expensive, and non-insurance covered treatment program to cure chronic back pain through nonsurgical intervention. Quite the task! Much to my chagrin, the initial partnership did not yield the results this office was looking for and the partnership was discontinued. Do not despair! This can happen if your marketing dollars aren't implemented wisely.
How am I turning this around? I sat down with the owner of the practice and asked him how he usually acquired these special patients who yielded him a significant ROI for his business. The answer: 80% of them were first chiropractic patients that then required further steps to relieve their chronic back pain through his nonsurgical treatment program. Together, we uncovered who his practice's ideal patient is for nonsurgical treatment: current chiropractic patients!
How does the story end? Let's take a step back to get caught up with why I had that conversation with this office in the first place.
Who is your target persona?
Think about your ideal consumer, customer, patient, client... You know their gender, age range, household income, what geography may be important for them to live or work in, etc. You know what behavior drives them to you or your product. You know everything about them. Right?
If you don’t know all those things about your ideal consumer, do not panic! Let’s figure this out together.
How to determine your heavy users. Know your 80%!
It’s simple: Analyze the data of the consumers who purchase or use your product. I guarantee you will find a pattern of 80%; 80% of your consumers will fall in the same demographics, geography, and behavior to find you and/or your product. This is why I ask all my clients and prospects:
"Who does 80% of your business come from?"
Why you need to know your 80%.
Like our chiropractic office example, it tells you WHO you should be targeting and HOW you should be targeting them. This gives you:
- WHAT you can do to influence their behavior (based on how your customers have purchased in the past).
- WHERE your marketing strategy should be to reach your target consumer.
- WHEN you should be implementing strategies for your clients (i.e. do you have seasonality within your business or industry to considered?).
What happened with the chiropractic office?
We are continuing the conversation to launch a campaign that targets their ideal customers by bringing in chiropractic patients who they can then recognize require a nonsurgical treatment program to cure their chronic back pain.
What do you do if you need help to strategize implementing your 80%?
I am here as a resource. Please contact me and I'd be happy to walk you through all these steps and help you target your 80% to increase your desired business results.
