Effective marketing speaks to the needs of your target audience. It addresses the things that are most important to them, and it’s built around the decision making process customers use when purchasing the products and services you offer.
Unfortunately, a lot of companies don’t know what’s important to their customers, and they don’t take the time to understand how their customers make decisions. Instead, they focus their marketing on what they think is important to their customers, and often times, what a company thinks is the most appealing benefit of their product and what a customer thinks it is are two totally different things.
That’s why you need to take the time to really get to know your target audience and understand what’s important to them. How can you do this?
- Survey your customers—Send out a simple survey to your customers with questions that ask them what was important to them during their decision making process, what concerns they had about your company, why they chose to do business with you, and what they like most about your product or service. You could try sending a similar survey to lost customers as well, asking them why they didn’t choose you.
- Read reviews and testimonials—Spend time reading through reviews and testimonials for your company and your competitors. Take the time to truly study what it is that your target audience focuses on as this will show you the things that are most important to them.
- Connect with them online—One of the most underrated aspects of social networking is the insight it can provide into your target audience’s behaviors and way of thinking. Use your social networking efforts to truly get to know and understand your customers.
What are some other things you can do to learn more about your customers?