Every product is conceived with a problem in mind – a problem which it is meant to solve. That’s all well and good but a business doesn’t succeed solely based on a good idea or product. It matters how the product is marketed and to whom it is marketed to. Your ideal customers are people who would benefit the most from using your product.

Here’s how you can attract them:

1. Ensure that your product works

First things first – your product has to work well. If it doesn’t work as promised, it will be hard to convince customers to stay with you.

Just take a look at Nintendo’s Virtual Boy game console.

Via Techspot

Released in 1995, the Virtual Boy was one of the earlier forays into virtual reality. The Virtual Boy was rushed to market as Nintendo was diverting resources to the development of the Nintendo 64. Consumers were unimpressed with the Virtual Boy and some complained of eye discomfort after playing it for a while. It became Nintendo’s worst-selling product, with less than 1 million units sold. Nintendo ceased distribution and game development for the console in less than year. The Virtual Boy is a cautionary tale for companies looking to cut corners, thinking consumers won’t notice.

A problematic product simply won’t fly, especially in the age of the Internet where news spreads like wildfire. Therefore, it is vital that you ensure your product works well and continues to work well even after it hits the market.

2. Find out what your ideal customers like

In order to connect with your customers, you need to find out what they like. What kind of humour resonates with them? What are their pain points? What do they care about? The answers to these questions will inform the message of your marketing campaign.

3. Find out where your ideal customers are

The only way to reach your audience is to find out where they usually hang out. Are they on social media? Which social media platforms do they use? Do they frequent hipster coffee joints? What about movie theatres?

It’s important to know where your customers are so that you can be there. For example, if you’re organising an event targeting drivers, you might want to put up posters in petrol stations. Direct your resources to platforms that will give you the best reach.

4. Build your relationship with existing customers

You know what they say – out of sight, out of mind. If your customers aren’t reminded of your brand, they will forget you.

Don’t let them.

Build a relationship with your customers; don’t let your interaction end with a transaction. You could keep in touch through notifications on new product launches and promotions. You could also reward returning customers with exclusive discounts or event invites. Like all relationships, this will take work. However, this will build brand loyalty and loyal customers are your brand’s best ambassadors.

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In order to turn your product into a success, you need a good understanding of the customers you hope to attract. Take note of these four tips when you’re planning your marketing strategy and watch the sales roll in!