Knowing who your customer is plays an integral part to a successful marketing strategy. You’ll often hear me say “You can’t be all things to all people” so it’s important to know what your customers want, need and like – and how you can keep them satisfied and loyal by offering solutions to their problems.
There are two parts to the customer analysis. You want to look at your existing customers and, if applicable, new customers you want to reach. It’s important to note, the reason you’re so popular with your existing customers will be a big part of why new ones come to you.
Consider both consumer demographics and psychographics. Commonly examined demographics include gender, race, age, mobility, home ownership, employment status, and even location. Psychographics look at the mental model of the consumer in the context of a customer lifecycle. This is the fun stuff, for example, I:
- Am a medium social media user (personally);
- Prefer to walk vs. drive;
- Don’t make a lot of impulse purchases;
- Will pay more for quality;
- Like to read fiction;
- Enjoy TV shows like Dexter, Supernatural and True Blood;
- Am loyal to Apple products.
This is the stuff that keeps Facebook ticking. These days, people give full disclosure to their lives. If you don’t have the resources to do this type of intensive research, what do you know about your regular customers? What are the commonalities? It could be the neighborhood they live in or something more intrinsic.
Once you understand the dynamics of your customer, think about the challenges they face and how you can provide solutions. For instance, today’s Savvy Mom is time-starved, wants the best for her family, still wants to look and feel good, and has a strong need to connect and share with others. What direct and indirect ways can you help this customer? Direct ways include offering products and services relevant to her needs. Indirect ways include providing content and ideas, generally via social media or e-mail marketing, to keep her engaged and to stay relevant.
With this information, you can develop a more targeted marketing plan, reach the right people with the right message and get more bang for your marketing buck.