Getting to Know Your Customers Better
Customers are the lifeblood of every business. Developing a clear picture of who your customer is, what their needs are and how they make decisions will help you to attract, engage and convert more prospects into loyal brand advocates.
IF YOU WANT YOUR BUSINESS TO GROW IN 2016 START BY GETTING TO KNOW YOUR CUSTOMERS BETTER.
1. Who is your customer?
You need to build a ‘customer persona’, and no, we don’t mean target market. A customer persona is the specific identity of the customer that is most valuable to your business not just a range of demographics. Knowing the personality and lifestyle of your customer persona as well as their name, gender and age is an extremely powerful tool. It’s much easier to create a brand experience for a specific person, and when you do, your marketing efforts will produce serious results.
2. How do they behave?
To understand people, you don’t ask them what they want, you observe what they do. Map out a day in the life of your customer persona: What are they doing? What are they doing when they are online? Successful brands use this tactic of empathy to craft the right marketing message, delivered the best time on the most relevant media. This is a great way of reaching new customers!
3. What problems can you solve for them?
Does your business’s core offering solve a problem for your customer? Brands that demonstrate a genuine care for solving their customer’s problems benefit from more meaningful customer relationships and enduring brand loyalty. If your customer is a busy mum and your business offers home delivery you know you have a good chance of solving the problem of trying to get in to your store during business hours.
4. What do they value?
Customer values underpin purchase decisions. If you know the needs, wants and fears of your customer, you can market to them more successfully. Does your customer want the lowest price, pretty packaging, loyalty rewards or convenience? Learn what your customer cares about most; identify key moments in their journey to create brand experiences that surprise and delight.
5. What barriers do they need to overcome?
To increase conversions in your business, make sure your customer’s questions are answered before they need to ask them. Address your customer’s fears and concerns head on. Are they wondering about delivery? Turn around time? Payment options? Quality? Successful brands establish trust by planning out their customer journey and overcoming barriers so their customer feels confident in making a purchase decision.
6. What groups do they identify with?
Understanding the familial, social, professional and cultural groups that your customer identifies with, will help your brand to frame marketing messages and create visual content in a way that your customer will respond to. Every group has its leaders, and on social media, they are called influencers. You need to leverage the authoritative sources your customer looks to for inspiration and approval.
Want more customers?
What The Fox Creative agency regularly runs Marketing Workshops in Maroochydore. One of the most popular is our “Getting To Know Your Customer Workshop”. Call the office on 07 5443 7747 to find out when the next one is happening and to book your seat!
We also run one-on-one Customer Experience workshops across the Sunshine Coast with individual business owners or with your team of stakeholders, board, marketing team or staff. In these workshops you work with our team of strategists to map out your customer journey and help you to find new ways to attract, engage and convert new customers. Call the office to book a time.