Before a business can successfully market a product or service, it needs to gain a firm understanding of who it’s selling to. Depending on the industry and nature of your business, your target market can be categorized very narrowly toward a specific type of individual or generally as a wide scope of the general population. Here are three questions to ask yourself in order to help you understand the one person who matters most: your customer.
Who is your customer?
The first step to understanding the customer is to create a profile of your target customer. A target customer profile might comprise a long list of factors such as age, gender, location, and likes/dislikes. Even if your business sells to everybody, it’s important to identify who you would consider to be your average customer. Knowing your targeted profile will better enable you to acknowledge and understand their desires and needs.
How is your customer reachable?
Next you want to figure out where your customers can be most easily reached. A highly social customer might communicate regularly on social media whereas an elderly audience is probably more easily accessible by email or traditional advertising methods such as television commercials. Having a clear idea of how to reach your customer will help you decide on which channels to market your product or service through.
What are your customer’s desires and needs?
The final step to understanding the customer is to identify their desires and needs. This will enable you to differentiate your product or service from the competition so people choose your business. For example, your customers might appreciate your product for its lower price point, the simplicity of its design or the fact that it’s easier to use than the competitor’s alternative. Harnessing your differentiation will ensure your customers’ happiness.
Conclusion
The easiest way to answer these three questions is by talking to your customers to hear firsthand what they’re thinking. It’s not enough to simply rely on your own perceptions to determine what you’re doing right or wrong. Seek feedback to hear what people are saying about your business, and use that information to consciously make informed decisions going forward.
Once you have answered and considered the impact of each question, you are ready to begin formulating a marketing plan. A specifically targeted plan will have the most clear and immediate impact on your business’s ability to successfully maximize its return on investment. Knowing your customer will enable you to develop a successful approach to marketing and to make proper adjustments as needed.
Published: March 3, 2014
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