At evolve when we discuss how to target the right customer online, we always remember our marketing actions of how to Attract, Convert, Close and Delight within the strategy of Inbound Marketing. Remember, it’s not about pleasing everyone, but pleasing the right audience for your business. In order to do this, you must be objective about what kind of business you are.
One of the biggest marketing mistakes is assuming your business relates to all types of customers (tweet this) . Many company’s messages fail because they employ a universal marketing strategy, this creates a negative impact as specific products and services have specific audiences.
By knowing what kind of business you really are (with a little self examination), you can discover who your customers are, and most importantly, where they hang-out online.
Here are the main areas to examine in defining your target customer online:
Ask yourself a few important questions about who your business appeals to. Questions like: Is your product or service a basic need or a luxury? What makes your product unique? What are it’s advantages? If you can answer these they will lead you to find your audience.
By researching similar businesses online through social media you can find out where and what people are talking about in relation to your product. Web Analytics can help you find out where the ‘buzz’ online is. By listening to what people are saying you can find out valuable information about your type of customer and their opinions on your product.
Who is your customer?
Research of your customer does not end with a few question on social media. You must really define exactly who will benefit from your business. Asking questions like where your customer lives (nationally, internationally) what age group, gender, social standing, or lifestyle, you can hone down on this further. Is your product or service B2B? If so, which industries?
By creating persona profiles based on this research you can refine your company’s online content with ‘them’ in mind.
By arming yourself with this knowledge, you can prepare a marketing strategy that will not waste time and content with the wrong type of customer. Instead, adversing in places where your customer spends most of their online time, and using content that is relevant to them, you can deliver the right product to the right customer.