Almost every business today must contend with Google and online reviews. To that end, we—and the rest of the world at large—hear what customers have to say about us. While this provides valuable feedback, smart organizations achieve even more through market research.
Let me ask you a few questions about your business.
In the town where you live:
- What percentage of its people have not heard of you?
- What percentage know you are there, but don’t trust you or like what you offer?
- What percentage know you are there, but don’t know what you do?
- What percentage have been to your business only once?
- What percentage are repeat customers?
Do you track these from year to year? How are the numbers trending? And do you have a plan, a marketing strategy, for each of these market segments?
If you work for a large organization, this may already be something you do. If not, it could be something you’ve not even heard of before.
The above questions are only a sample of how you can segment a market. I know, if you are anything like me, you just want to lead well and give good service. Most of us don’t want to worry about all this marketing stuff.
Friend, marketing is another element of leadership. Leadership is not just having internal people follow you, your teams and leaders, but the outside world as well. How can you achieve your goals if potential recipients of your services don’t even know you’re there, don’t know what you do, or have a misconception of your identity?
Do the market research.
How can I support you more as a Christian leader and entrepreneur?
