In the spirit of it’s better to give than receive, each month we will offer current thinking, best practice and insight into our own specialist areas of marketing and design. We love what we do and have spent many years honing our skills and gaining loads of experience so now it is time to share or give back the best bits.
Ok so let’s start with the topic of marketing and the most important person in your marketing life…. your customer.
For any marketing work worth its salt, the customer needs to be at the centre of your stage basking in the spotlight and enjoying all the attention. The question is just how do you get your customer onto the stage and what do you do with them when they are there? Here’s how......
Getting them on the stage
There will be a significant number of your customers who share common traits and habits. They are called your target market and they will deliver the bulk of your business if nurtured in the right way. It is vital that you know and understand this customer group well.
What to do with your customers now that you know who they are?
Get to know them better! Here is our guide to the types of questions to know the answers to when it comes to getting to know your customer better.
Top 10 ‘getting to know you better’ questions:
1. Who is currently buying your product or service?
3. What do they dislike?
4. What social media do they use?
5. What is going on in their busy lives? It is important to get the full picture
6. Why do they purchase your product or service?
7. Why are people of a similar profile not buying your product or service?
8. What customer need is being met?
9. What do they think of your brand/company or service?
10. How well does your customer know you?
Having the answers to the above questions will allow you to build up a profile or a customer persona, which will be really helpful for marketing purposes. We will cover how to develop customer personas in the next blog.
So what happens if you don’t have all or some of the answers to the questions?
1. Do nothing and carry on as before or
2. Do something about it as you know it is very important to your business success.
There are a number of ways to find out more about your customer:
Digital statistics - free and easily accessible e.g. Facebook insights, Etsy insights, website stats. This will give you information such as age, location and gender. This is a great source of information to get you started.
Market research – gained from your own research or professional focus group work which will provide in depth real life information such as your customer's lifestyle, their thoughts about your product, the category, their purchase motivation, understanding how your product or service is consumed/used, really good and useful information that really puts your customer in the centre of all your marketing activity.
We like the saying 'Start as you mean to continue’ and it is certainly apt at this time of year. The saying originated in the 19th century and is attributed to Charles Haddon Spurgeon (1834-92). He said 'Begin as you mean to go on, and go on as you began’. It is not always the easiest route but we are firm believers in not taking the easy path if the harder route can yield better results.
So thinking along these lines here are a few tips from us to start this year as you mean to continue:
Wishing you a very happy and successful 2017. We are here if you need us!