With an imminent step away from third party data sources, knowing your customers is more important than ever. Customer data can dictate your marketing strategy, determine your budget and target the right audience at the right time.
Collating data can be done through previous purchases, statistics collated on your website and ads, as well as seeking information through customer surveys, chatbots and competitions.
Here’s how to paint that all important picture of your ideal customer:
1. Who they are
This includes their age bracket, occupation/income to determine their budget, gender and location. This information will be essential to your advertising strategy to ensure you’re targeting the right audience for your product or service. Understanding the tone of voice they resonate with, the brands they would like, and what they value (price versus convenience for example), will strongly direct your marketing decisions for the better.
2. What they want
This goes beyond the fact of them wanting to purchase your product, this is also about what they expect in terms of quality, customer service and timeframe. For example, Rick Stein restaurants would be expected to have exceptional service and high quality food, whereas McDonald’s would be expected to offer convenience, and low priced food with fast delivery. That’s not to say that one is better than the other, because their audiences have different expectations and will choose one over the other depending on what they would like. But understanding who you’re targeting is an important first step to creating a powerful message within your marketing campaign.
3. When they buy
Knowing when your audience typically purchases from you means you can tailor your advertising spend to when your audience is looking. This includes the time of day, days of the week, and weeks of the year that your customers are on your website or in your restaurant most. So not only will you be likely to increase cashflow by showing your advertising to the right people at the right time, but you’ll also be saving on your marketing budget by allocating your spend away from quiet periods.
4. How they buy
Knowing how your customers like to consume your products is important from a customer satisfaction point of view. Are they buying online, or in store with cash? You’ll be able to tailor your transaction process accordingly to make the process streamlined. Tailoring your business to best suit your customers will not only save you on time, but will increase the likelihood of positive reviews and recommendations to customers of a similar demographic.
5. Why they like to buy from you
Knowing what sets you apart from your competitors means you can work to your advantage. Perhaps you can offer the lowest prices, the best customer satisfaction, the fastest delivery or service, or the highest quality product. Hone in on what it is that your customers love about your brand and go from there. You may operate in a highly competitive field, which means that picking your battles are important. Don’t compete on something that you can’t deliver – focus on your company’s strengths and put your energy into a marketing message that sets you apart instead.
Once you understand who your customers are, projecting your brand effectively and authentically is the next challenge.
Does that sound like it’s in the too-hard basket at the moment? Get in touch with us to see how we can help!
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