The better you know them, the easier it is to sell to them!
When bringing a product or service to market, it is important that you keep your customer top of mind.
As it pertains to marketing, you need to know what social platforms they spend their time on. What type of content they watch on YouTube and what blogs they read. You need to understand their needs, wants and desires and ensure that your product and marketing meet them where they are at.
As a digital marketing consultant, you would not believe how many times I sit down with a client and they neglect to realise how important it is to know as much as possible about their target customer.
I always say, 'the better you know your customer, the easier it is to sell to them.'
You need to be obsessed with understanding your customer. This knowledge will become your superpower. You need to know what keywords they are likely to be using when searching Google. You can optimise your website for these phrases for maximum conversions. You should know what type of videos and images will capture their attention so that you can create effective ads on YouTube and Instagram that will get them interested.
Most importantly, you want to know what product/service they will buy into and at what price. What features they are looking for in particular and how to package it in a way that appeals to them.
Although there are so many elements to digital marketing from SEO, Email Marketing, Sales Copy, Social Media and Funnels just to name a few. All of these avenues are completely useless if you do not understand your customer well enough. Your campaigns will simply always underperform if you do not keep your target customer top of mind.
Here are a few key things that you want to think about with regards to your target customer.
1 – What influencers are your target customers following on social media?
Knowing what YouTube channels, Instagram pages and Pinterest boards your target customers are following can help you in a number of ways. Firstly, it can help you to find influencers who might be a perfect match to help you to promote your product or service.
When prospecting for influencers to work with, you should always look at the quality of the content that they produce. Does their content benefit their followers? Does it educate, entertain or inspire your target customers? If the answer is no, then there is a high chance that working with that particular influencer will not yield the type of results that you desire. You can also use these influencers to model after when creating your own content online.
2 – What online resources do your target customers find helpful?
Are there any free resources that your target customers are finding really helpful? This can be simple blog articles, online tools or ebooks. Can you also create similar resources to help attract your target customers to your online assets? Creating these types of resources can help you to build trust in your industry and grow authority online.
3 – Are you listening to customer feedback and questions
If there are common questions that your customers have you should be taking these into account. Use this as an opportunity to make changes to your product, create content and improve your overall customer experience.
How well do you know your target customer?