How well do you know your target customer?

Business Advice & Assistance Starting a Business Digital Marketing

As a small business, it is important that you know your customer.  Do you know your target customer?   Do you know their persona?  Are they the end user?  What do customers think about your advertising, your on-line presence and social media personality? As we kick off 2021, why not do this now.  Here is a checklist to help you answer some of these questions.

The checklist is shaped around the following who, what, where and whys:

  • Who are they?– what is the demographics of our target customer?  What is their background, sex, age, income and location.
  • What do they use, consume, do or buy.  What product/service are they using today?  What types of information and media are they consuming?  What does a day in their life look like?  What are their buying habits? 
  • What are their goals and challenges?
  • Where do they consume, buy, read, see?  Do they consume at work, home or other place.  Do they have certain places that they buy?  Where do they get information about products/services?  Where are they most likely to see our messages?
  • Why would their values align with our product/service?
  • Why would their emotions and motivations be satisfied by our product service? 

If you can answer all of these questions in detail, you know your customers very well.  We have to remember that people are constantly changing and what satisfies them today, is unlikely to satisfy them tomorrow.

By answering and detailing the description of your target customer, you could potentially identify new segments that your product or service could address.   

A detailed understanding of your target customer can be created through research, surveys, and interviews of your target audience. That includes a mix of customers, prospects, and those outside of your contact database who might align with your target audience.

Here are some practical methods for gathering the information you need to really understand your customers:

  • Interview customers either in person or over the phone to discover what they like about your product or service.
  • Look through your contacts database to uncover trends about how certain leads or customers find and consume your content.
  • When creating forms to use on your website, use form fields that capture important customer information. (For example, ask each lead for information about company size on your forms. You could also gather information on what forms of social media your leads use by asking a question about social media accounts.)
  • Take into consideration feedback on the leads you and your team are interacting with most. What generalizations can they make about the different types of customers you serve best?

If you wanted to know more about this, you may wish to contact the Polaris Centre to meet with one our business advisors or consider our new 5 month Marketing for Success Program commencing 2021.  Phone 82608205 or email polaris@salisbury.sa.gov.au to connect.

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