Defining Your Target Market


Mastering Monday

Who is your target market?

You hear it all the time….how to reach your target market or target audience. But, who is your target audience, and how did you determine it? Defining an accurate target audience is so important to small businesses because it helps you compete against those larger companies. Marketing to everyone is not possible, nor is it an effective way to spend your ad budget. You are increasing the chance of someone purchasing your product or service by focusing on a specific type of person, whether it’s age, gender someone with kids, etc.

Determining Your Target Market

Who are your current customers? Try to get as much information about your customers so you can use this to determine the market you need to be targeting. Get demographics such as:

  • Age
  • Gender
  • Location
  • Family status: married, single, kids, etc

Create Your Buyer Persona

Come up with a fictional character(s) that embody who your customer is. This will help you to create advertising and email campaigns that resonate with this “person.” If you understand who you are marketing to, it makes your advertising that much more effective!

Did you uncover any trends when looking through your current customer database? Use this to start creating your buyer persona.

Where Can You Find Your Buyers

So, you have your buyer persona nailed down…now where do you find them to make sure they are seeing your business, both online and in person. If you are marketing a summer camp for kids, running an ad on a website like would be a great place to start online. Post-COVID and restrictions, setting up a booth at a local farmers market could also be an ideal spot to catch moms and dads with a higher disposable income.

mastering monday quick tips

What kind of data do you already have?

We are entering into the age of privacy, but that doesn’t mean you can’t ask for information from current customers. What do already gathered in your CRM and what other information can you ask for. Ask for their birthday so you can offer them a birthday discount! This will help give you a better understanding of who your customers are…boomers, millennials, etc.

Get More Information

Run surveys or start a rewards program to start gathering data. There are free survey tools out there like SurveyMonkey and ask questions like where they found out about you and start targeting those channels for more customers. You can also gather information like why they decided to purchase your product or what they like best and use that to create more targeted bottom-of-the-funnel content. This can help convert a potential customer into a customer.






Happy Monday! Have a great and productive week!

Allyce Mitchell

How To Craft B2C Buyer Personas For More Engaging Content (Examples Included!)


Google My Business

Mastering Monday

What comes up when you Google yourself?

Have you ever spent time Googling yourself? If not, you definitely should! But aside from yourself, what comes up when you Google your business? Do you get that nifty sidebar area in your browser that gives pertinent information like operating hours, reviews, location, and your website? Great, you claimed your free Google My Business account. Now that covers 56% of business owners. (If you belong in the other 44%, your first item on your to-do list – after finishing the email – is to claim it!)  The next question to ask yourself, is this content current and optimized to get me more customers and business? Let’s find out!

Did you just put in the bare minimum when you claimed your business?

First things first, when was the last time you looked at the information that your potential customers see when they Google your business? Are you putting your best foot forward with that information, or is it the bare minimum? Next, is that information still relevant? If your name, address, and phone number are not an exact match with your website, it can hurt your rankings.

Optimizing Your Business Category and Company Attributes

Just like with websites, you get out what you put in. If you aren’t using keywords in your Google my Business page like your website, you could miss out on traffic! And just like with websites and blogs, no keyword stuffing.

When it comes to the business category, make sure you are as specific as possible so that searchers know precisely the type of business they are looking at. The attributes section gives your potential customers an idea of what to expect from your company, whether it is patio dining or free wifi. Let your customers know what to expect from your business! 

Get that Picture

Studies have shown that your business is more likely to be considered reputable with pictures. So make sure you have a great profile image that showcases your business. You can also allow your customers to post photos of their experience with your business. User-generated content helps drive customers to you by making you appear reputable!


A review section can be both a blessing and a curse, but the main tactic here is to always ask your customers for reviews and make sure you are responding to ALL of them. That way, if a bad review pops up, you have the opportunity to make it right, and other potential customers get to see your response.

mastering monday quick tips


From the Business Section

This is where keywords come into play! Use all of those 750 characters but don’t put the same information shown anywhere else on the Google My Business Page. A great place to find content for this section would be your “About Us” page or your company mission statement. 

No Stock Photography

Use your own photos (that are of good quality) and add pictures regularly (1 image per week is perfect). This will help remind you to make sure your profile information is up to date and accurate. 

Ask for Reviews

Set up an email campaign for your customers to ask for reviews! People are more likely to trust your business if you have reviews posted on your Google My Business Page. This also means that you need to make sure you are responding to those reviews too.






Happy Monday! Have a great and productive week!

Allyce Mitchell


Customer Service for Success

Mastering Monday


How can I improve my customer retention?!

So I “finished” a 1500 piece puzzle and guess what….there was one missing piece – I promise it is not amongst my son’s toys – they gave me an extra corner piece instead. Talk about frustration! And the time spent trying to find the customer service contact information to find out about getting a new piece just ruined my mood even more. So, depending on the response I get from them (if any), I may be in search of another puzzle brand. This brings me to my point of….customer retention. Customer retention is all about turning customers into repeat buyers and stopping them from going to your competition (I’m looking at you puzzle brand)! So what’s the best way to keep them coming back for more and staying loyal to your brand?

Why focus on customer retention?

It can cost 25 times more to acquire a new customer than it can to just hold on to an existing one. These customers already know your brand and you have spent time building trust – don’t throw it away through poor customer service! Plus, on top of repeat business, loyal customers are more likely to spread the word about your business. This means the potential for more people to become loyal customers!

How should I determine customer retention?

Every business is going to have a different volume and frequency of business. For example, I go to the grocery store once a week and my hairstylist every 3 months. My hairstylist shouldn’t be looking at customer retention rate on a monthly basis if most of her clients come in every 3-5 months- semiannually would be more appropriate. So one of your first steps is determining the frequency at which your typical customer makes another purchase. You can find this out by using a CRM to track and record when customers make repeat purchases. 

Churn Rate

Here is a quick formula for determining your churn rate (or the rate at which customers stop doing business with you). If your annual churn rate is above 5%-7%, it is probably time to evaluate and start looking at ways to fix this.

Churn Rate = (Number of Customers at Start of the time period – Number of Customers at End of the time period) / Number of Customers at Start of the time period

It is important NOT to include any new customer acquired during this same time period to get an accurate churn rate. You want to determine the rate at which you are losing customers.

Retention Rate

This is where we determine the ratio of customers that return to do business with you.

Retention Rate = (Number of Customer at the Start of a Time Period – Number of Customers at the End of the Time Period) / New Customers added during the Time Period


How do I increase my customer retention rate and decrease that churn rate?

If you are seeing a high churn rate, it is time to start evaluating your customer service. And even if a customer has a bad experience with your product or business, it is all in how you handle it. Some of your most loyal customers can come from responding well to their customer service requests! So what are customers looking for in customer service:


Fast Response Time

The faster you are able to respond to your customer, the higher their customer satisfaction. Don’t let them stew for days in frustration – if you are not able to respond to all requests in 24 hours, make sure your customers know when to expect a response. Even a quick reply letting them know that you have received their question and will respond in a timely manner will do.


Provide Great Customer Service

Customer service doesn’t end after a transaction is complete. Make sure whoever is handling customer service calls has the ability to handle them without the need to jump through hoops and unneeded call transfers. What could have been an easy thing to fix now becomes a massive issue if the customer is transferred to multiple departments.


Always Ask for Feedback

Feedback from your customers is one of the best places to start. They will tell you what you are doing great and what needs work. If you aren’t sending out surveys, anyone who has contact with your customers should be able to tell you main complaints and preferences.


Customer Loyalty

Reward your customers for their loyalty, it works! One of the best burrito places in my area is a bit of a drive, but add on the rewards I get from purchasing and you turn a maybe into a definitely! But not only are loyalty programs beneficial for the customer, but you are also able to get more detailed customer data for more detailed rewards or additional marketing opportunities.


mastering monday quick tips

Here are some tips on creating the best customer experience


Put yourself in your customer’s shoes and make the experience best for them. Respond to customer service requests promptly and/or let them know when they can expect a response back.

Employee Experience

Make sure your employees (or yourself) have the ability to help customers in a timely fashion, whether that is through a CRM or otherwise. And routinely check that your employees are delivering the kind of experience you expect.






Happy Monday! Have a great and productive week!

Allyce Mitchell


google ads for results image

Google Ads for Results!

Mastering Monday

Do you need results NOW?

I stand by the adage of content is king and one of the best ways to drive traffic to your website is by continuously adding content, like blog posts. That’s how you play the long game – it can take time and patience. BUT (and that’s a big but), when you need results and conversions now, Google Ads are the way to go. And when done correctly, it can give you the boost you need! And even better is that you only pay when someone clicks on your ad – also known as pay-per-click (PPC) advertising. Google Ads gets you to the top of the page on Google.

So how does it work?

You already know how Google works. If I want to start a garden, I will probably head over to Google and search “best vegetable seeds.” And if you have a business selling vegetable seeds, you want your business to show up at the top of the search engine results page (SERP) for that query! You, as a business owner, would head on over to the Google Ads marketplace, set a budget, and bid for those clicks. Seems pretty simple right?! It can get tricky and costly if not done correctly!

Well, then what’s the right way to do it?

A deep understanding of how to run Google Ads can take hours upon hours of trial and error and practice to master. But it comes down to a few things:


Choosing the right keywords will get you in front of your target audience and lead to conversions…money well spent. But choosing the wrong keywords can be expensive. And in order the choose the best keywords, you have to think like your customer. What would you search for if you are looking for your product? You should also research the competition. There are lots of third-party tools available for you to do keyword research to help with this! Lastly, your keywords should be linked to the wording in the PPC advertisement as well as on your landing page. Relevance matters to Google.

Target Audience

Make sure you are targeting the right people with your advertisement. If you only do business in Charlotte North Carolina, you don’t want people in California seeing your ads. You can select to advertise in regions, zip codes, or cities. 


Create an ad that is going to convert by knowing your audience. Create something that will drive your audience to click!


Make sure to set your budget to what you are ready to spend. Clicks can quickly ad up! One of the best ways is to work backward. Determine how much you can budget to spend for the month and divide by the number of days. If you can spend 1000 for the month, set your ad budget to $33 per day and monitor throughout the month.

Testing and Tracking

Google Ads and Google Analytics work well together. See how well your ads are performing and track conversions. This is an extremely important part of running Google Ads. If you are not tracking how well certain ads are performing, you won’t know what is best and how you should be making adjustments.

mastering monday quick tips

Here are some tips when getting started with Google AdWords

Keywords should be based on intent

You should be using keywords that indicate a higher likelihood that the desired action will be taken. Someone at the top of the funnel may just be looking to troubleshoot an issue. Someone at the bottom of the funnel who is ready to buy maybe comparing companies and looking for reviews. Using my seed example from earlier, at the top of the funnel I may use the search term “grow a garden” and further down the funnel as I am ready to buy I may use “Best vegetable seeds in Virginia Beach.”

It’s a huge undertaking…hire an expert

Make sure that you aren’t using clickbait in your advertisements. As I mentioned earlier, Google rewards relevancy, so your keywords should naturally flow to your advertisement and then to the copy on the landing page.

It’s can be a huge undertaking…hire an expert

This is a super basic intro to Google Ads. If you don’t have time to spend testing your campaigns, it is probably best to refer to an expert. It saves you the learning curve of finding out what does and does not work. Stick to what you do best! Speak to an expert and we can show you how we can help! Click below to schedule an appointment.






Happy Monday! Have a great and productive week!

Allyce Mitchell