Whether you are designing a product, developing a marketing strategy or writing a blog post, having a thorough understanding of your marketing target is vital.
But how do you get a clear view of who it is you are talking to and targeting?
Here are four questions you must ask to get to know your customers – and why you need to ask them.
READ MORE FROM SMART COMPANY: Naomi Simson on the value of networking to building your customer base.
Who are my customers?
By asking who your customers are, you will discover how to speak to them and where to find them.
What types of people are your customers? Are they a business or consumer? Are they male or female, younger or older?
Do they have money, or are they buying on credit? Are they impulsive or considered? Are they well educated or uneducated? Are they barely making ends meet or living the high life? Are they worried about what others think of them?
What is important to them? What do they value most? Who do they trust? What media do they consume? What social media do they use?
What do my customers really want?
While your customers may justify their purchases logically based on the features or inclusions you provide, they don’t tend to buy because of them. Your customers buy based on what your product or service will do for them, save them, make them feel, or make others think or feel about them.
Is it to save time or money? Is it to have a certain status or level of respect? Is it to be first and lead the way? Is it to make them feel more worthy, attractive or confident? Is it to be a trendsetter or forward thinker?
By identifying what your customers really want, you will uncover how to market to them and what you need to say.
How motivated are my customers?
By asking how motivated your customers are you can determine if your product, service or market is viable. You will also be able to identify the level of education you will need to provide and what you will need to do to motivate them.
How great are your customers’ needs, wants, frustrations or challenges? How motivated are your customers to buy from you? Do they need and want your product or service or just like the idea of it? Is your product or service an essential or luxury to them? Do your customers know and acknowledge they need your product or service?
What is holding my customers back from buying?
By finding out what is holding your customers back you can identify ways to build trust, and calm concerns, fears and objections through your marketing. You will also be able to uncover what influencers you need to market to and win them over to get the sale.
What are the reasons your customers won’t buy from you? What are some of the reservations they have?
Is it price or timing? Is it a lack of awareness or understanding? Is it a lack of credibility or runs on the board? Is it that you are too new or too established? Is there too much risk involved? Do they need it but don’t want it? Is there not enough proof of your claims? Is there someone influencing their decision?
Do you know your target market as well as you should?