In the last century, companies might have gotten away with not taking their customers seriously or failing to invest in meaningful customer relationships. Today, however, increased consumer awareness and the massive expansion of e-commerce have taught customers to value their worth and to be more assertive. Consumer behaviour can make or break a company and if you are selling a product or service it means you need to make an effort to cater to and truly connect with the people who buy from you. The very first step in making this connection is knowing exactly who your target audience is.
Knowing Your Target Audience
There is so much on offer online that consumers not only have plenty to choose from, they also might find it hard to see the forest from the trees. For that reason, it could be a great challenge for your company to get noticed.
The initial tendency might be to profile yourself by taking on a scattergun approach and spreading your message far and wide in the hope that it might appeal to someone. It is, however, much more effective to directly address the people who are most likely to buy your service or product.
Consumers are more likely to notice you if they feel a product is directly aimed at them rather than the broad masses. That alone, however, is not enough. To take this a step further, people are more likely to buy from you when you make an effort to forge a meaningful relationship.
When you build meaningful relationships with your customers you are likely to increase your sales, not only by expanding your audience but also by creating more repeat customers.
Your marketing efforts will be more effective when you know who to target. As a first step, you should have a clear message targeted at a specific audience that is most likely to buy from you. To find these people, not only do you need to know where they are, but also who they are.
What You Should Know About Your Target Audience
Whether you are just starting out or you are an established business, you should know as much as possible about your target audience.
Depending on your product or services, getting to know who your customer is and what they want can be an extensive process. Here are some initial questions you should ask to begin the process of focusing in on the target:
- Who are your existing customers and what makes them tick?
- Where is your customer base located and does this matter?
- What are the age, gender, and other general demographics of your audience?
- What do your ideal customers like to do in their free time?
- What are their opinions about life?
- What can you offer them: what solution can you provide?
The more you know about your target audience, the better. Once you have a clear profile, only then can you devise a clear message that is likely to appeal and inspire your potential customers into action.
Learning More About Your Customers
You can learn a lot about your current customer base by asking them questions. Conducting market research with a short survey is probably the most effective approach although may present challenges of its own. You may be able to incentivize them to answer a survey with a small reward, such as a voucher or discount code. Try to discover what your customers have in common, why they are buying your product and what else they might be interested in.
If you are selling a product, consider first launching it to a test audience to gather feedback. Feedback is the most valuable thing your customers can offer you–who else knows better what your customer wants than your actual customers?
Take note of what these people are telling you and adapt your marketing strategy and perhaps even your product or service accordingly. Your customer will feel valued and will become a loyal patron if they feel they are being heard.
Building the Relationship
The secret behind generating more sales and a bigger audience is a meaningful customer relationship that is beneficial for both parties. This means that you need to give customers the attention that goes beyond the sales transaction.
You can build your relationships by communicating regularly with your audience through targeted promotions and by sharing your expertise. There are several ways you can do this. You can build a mailing list and send out newsletters on a regular basis. You can also develop a blog or a podcast where you discuss topics that are of interests to your audience.
Through customer engagement, you’ll create a loyal following, that values your product and expertise, and through that, you’ll turn customers into raving fans who can’t wait to buy from you again and again. Make an effort to know your customers and reap the rewards.