As a business owner, you are an entrepreneur, detective, researcherscientistpsychologist. Try fitting all that onto a business card! But that’s exactly what Jennifer Rosenblatt did when she launched her second business. Today, she shares her top three tips for marketing best practices.
Jenn’s success with MusicSpoke comes back to the idea of right product, right time. When her composer husband, Kurt, wanted to add an e-commerce feature to his website to sell some of his self-published music, Jenn knew that a larger audience needed her help with their problem. And she had the solution. “If we’re going to fix it for you,” she told Kurt, “we need to fix it for everyone.” And MusicSpoke was born.
Jenn had a product in mind (it wasn’t fully developed yet), and a larger target audience she wanted to reach. In naming the problem for composers, Jenn created a solution with MusicSpoke that had mass appeal because her product would fix the e-commerce issue for self-published composers, as well as a host of other problems they face in the music industry.
Jenn managed to come up with a great idea based on her own experience, (as many of us have done before), so rather than building a product that solves one of your personal problems, offer your customers a product they realize they can’t live without. Create demand for a product that speaks to your clients’ pain points, by offering a single solution to multiple problems with the creation of just one product/business.
Like any successful business owner, Jenn investigated the needs of her audience. Kurt needed to add an e-commerce feature to his website. But like every great inventor, Jenn dreamed big. Rather than volunteer to update every composer’s website, Jenn dug deeper into the needs of her clients. Being married to a composer, she knew that time was a major pain point for self-published musicians. When it’s just you managing a website, performing, teaching, and promoting your music, something’s gotta give, and unfortunately, it’s often an artist’s craft that suffers. Where does one even find the time to write new music? Other dissatisfaction revolved around the publishing industry. With a traditional publisher, 8% of commissions isn’t enough for anyone to live on. Composers aren’t being compensated fairly for their art. Secondly, they sign over their copyright and lose track of the score once it’s published. There’s no way to find out who is performing their work when. And composers feel robbed.
But that’s not all.
Jenn went to the heart of the issue, talking to composers directly, and you won’t believe what she discovered. Armed with a greater understanding of the problems she was up against, Jenn went to the source: other composers and conductors.
Talking to contacts in person, over the phone, or conducting surveys, Jenn sought out the answers to questions like;
“In your own words, what is your greatest pain right now?” “How have you tried to solve this problem before?” “If you could change one thing about your problem(s), what would that be?”
And as MusicSpoke gained traction, Jenn kept asking questions.
“How did you find out about MusicSpoke?” “Why do you think MusicSpoke is the solution for you?”
So question everything!
The answers to questions like these will help you build your final product, and allow you to create buyer personas. Buyer personas are really important, especially during the customer development phase because they are semi-fictional representations of your ideal customers. Most importantly, they teach you how to convert a fan (because every startup needs some love) into a life-long customer. Cultivating relationships with your customers will reward you with honest feedback from your clients, which helps you design and refine a product based on their needs. Make them feel like they had a hand in the creation of this product because it’s so carefully-tailored to their specifications. Based on market research and real data about your existing client base, buyer personas will help business owners reach their target audience, guide clients through their buyer’s journey, and close them into customers!
A business is nothing without its customers, right? In truth, a business is nothing without numbers. Proof isn’t in the pudding; it’s in the numbers. From the day she launched, Jenn has been tracking her customers. Collecting demographics like age, gender, and location help serve MusicSpoke’s services to the right audience. She observes what social media platforms they use, what time they’re online, and what kind of content they engage with. Using Google Analytics to track pageviews, number of purchases, and number of sessions shows what customers are doing when they visit the website. Once they arrive on MusicSpoke, there’s a lot of sleuthing that goes into solving mysteries like why a visitor doesn’t purchase anything. Most of the time, there’s no solid answer to these questions. But her investigation doesn’t stop there. She’s charged with the task of figuring out how to bring them back to the website, convince them to buy, and keep them interested with fresh, relevant content and new offers.
Once you lead your customers down the rabbithole, follow them down the Yellow Brick Road. Track their movements on your website and social media, and then analyze the data in an Excel spreadsheet or Google Sheet. Look for trends among the numbers, and you’ll see exactly where your business starts to take off. You won’t need a ruler to measure your success, because after you start to grow, the sky’s the limit!