Do you know who you are selling to may seem like an obvious question. But too many creatives look to market their products without knowing exactly who they are selling to. And if you don’t know your customers how can you craft the written, visual and audio messages needed to get your product in front of them?
The golden rule of business is to put your customers first. This means knowing who they are and what they expect and want from you. Knowing your customer goes beyond generalisations and into specific details such as age, gender, income, location and more. Also not knowing your customer makes it much harder to plan your marketing strategy, especially if you plan on spending money on adverts. For example a fashion designer saying they design clothes for women doesn’t tell you a whole lot whereas a fashion designer who designs durable waterproof outerwear for adventurous women is telling you a whole lot more.
Here are several ways to help you get to know your customer:
Look at your analytics
If you have an online presence analytics are your friend. The most common is Google analytics which tells you a whole lot of valuable information about the people who are engaging with your content.
Create customer personas
A fun way to put yourself into the shoes of your ideal customer is by building up a profile of where they shop, eat, play, their age, status and so forth. Use the information from your analytics. Doing this exercise will bring your customers to life in your mind. And is a reference that you can visualise when creating new products or crafting your marketing messages.
Talk with existing customers
If you have existing customers reach out to them with your questions. You can use polls and surveys. Nothing beats actually talking to customers face-to-face. This way you can observe reactions such as facial expressions and how they interact with your product. Look for the common characteristics between them, and use the information to make your customer personas more accurate. You can compare the real facts with the personas you created to see how accurate your assumptions have been. This will help you see whether you are targeting the right audiences and in the right places.
Knowing your customer and their needs is an important part of your marketing and branding strategies. The information will help you create the types of messages that will attract and draw your right customers to your business. Customers who would be more inclined to buy from you. This is something I discuss further in Five Reasons Why People Are Not Buying Your Product And To Fix Them.