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Who is Your Target Customer?

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When it comes to developing a strong marketing strategy, nothing is more important than understanding your target customer. This person is a semi-fictional representation of your ideal customer. When you get to know this persona, you can start putting together a cohesive branding strategy that speaks to this person.

Learning About Your Target Customer

You may have some good guesses as to who your target customer is, but your assumption could be dead wrong. That’s why it’s important to conduct market research that helps you learn more about your typical customers. Some of the characteristics to take into consideration are:

  • Demographics
  • Employment
  • Educational background
  • Values and goals
  • Pain points
  • General lifestyle
  • Shopping habits

Gathering Information

So how can you learn these characteristics about your target customer?

Buyer personas can be created through any type of market research such as surveys and interviews. This is how you learn about common pain points, how your product helps these challenges and how your product can be improved. Asking customers is a great way to get the honest answers you’re looking for, but you can also identify trends and patterns in customer behavior.

Speaking to Your Target Customer

When you have crafted a representation of your ideal customer, you can use this information to strengthen the following:

  • Messaging: Your messaging should speak directly to your target customer. It should feel personal and be applied to the various stages of the buying funnel.
  • Web Content: Build a website with your target customer in mind, and write blog content that provides value to this group. An editorial calendar is a great tool to help you stay on track.
  • Email Marketing: Email is a great way to build and sustain customer relationships. Luckily, email can be segmented based on characteristics within your target groups.
  • Social Media: Create posts that attract your target customer. Engage in meaningful conversation by asking the right questions, responding to feedback and promoting content.

If you don’t take the time to define who your target customer is, you’ll never really know who you’re marketing to. In order to attract the right visitors, build meaningful relationships and turn fans into loyal customers, you have to connect with your audience on a personal level.