You might not know a Karen, but she knows you and your business. Karen is the online customer avatar for negative reviews about businesses and a bunch of other negative information and nasty acts online.
If your name is Karen again, I mean no disrespect, just writing about a viral internet meme craze and story. We all need to have customer avatars. It provides the best information to attract the right customers to your business.
Create a customer avatar of the customers that you can never make happy and always asks for the manager. Start with the customers you don’t want and create a customer avatar of that person. Your Karen. Why do this?
So you don’t attract them with your marketing!
When owning a business, there’s no way to avoid running into “Karen” or someone like her, but you can target your marketing to not attract customers you don’t want. You need to know who the customers are that you do want to attract and the ones you want to repel and then create your marketing around those specific demographics.
- Where they live
- Where they shop
- What kind of cars they drive
- Where they work
- Their income levels
- How many children they have
- What they’re interested in
- Get as much info as you can on them
This is how you can achieve the pinnacle of reputation marketing. I call it the “summit” of all marketing by developing a herd of brand advocates. The customers who like you and gives you money consistently. The ones who tell their friends and family about you. These are the people that spread the word about how awesome you are and defend you from the Karen’s of this world.
Protecting you from those mean, nasty, unjustified Yelp reviews, for example. Yelp, yuck! It can leave a bad taste in your mouth. But don’t ignore it, because it’s crucial to attracting new customers. Yelp drives a massive amount of traffic to their site.
The key to all of this is to understand and know what your new customer’s journey is. Where they start to search for a business like yours when they have a need. And what happens to them along the way.
We created this infographic to show you what the customer journey for new customers looks like for a brick-and-mortar business that sells products to people. This includes restaurants, auto repair shops, retail, etc.