Who is my customer? This is the question you, as a business owner or marketer, need to ask in order to properly market and to be effective in brand communications.
Are your potential clients living in certain cities? Are they living in certain neighbourhoods, suburbs, or area codes?
This is key, as you only want to target people who are able to buy your products/services.
You also need to ask how much money your customers make. Can they afford the product you are offering? When you take into account your target’s income, you can get a better idea of who you should target with advertising.
Demographic information also includes gender, age, spending, and marital status. Think of demographics of who your buyer is.
What Are Their Psychographics?
Psychographic information is more personal. Psychographic go beyond simple demographic targeting but takes into consideration interests and behaviours. This is where you dig deep and see what makes your prospects tick. Are they art aficionados? Is your target interested in sports? Do they spend hours and hours a day online gaming?
Also, think about their challenges and pain points. What challenges are they facing in their daily lives? For example, let’s say you’re a cell phone shop. Are your customers tired of their old, slow cell phone? Does their current phone’s battery die at 50%? Does their old phone not allow for apps and games? Use these challenges and pain points to your advantage. What about their goals and values? Does your customer have a passion for the environment and only want to fix their old phone to reduce waste? Do they want to eventually have a data plan for their whole family so everyone in the family never has to worry about overages again? Think about how you can solve their problems, with your services and products. For example, for the environmentally passionate customer, you may recommend your cell phone restoration services to boost their phone.
You should really question what their interests and behaviours are and how they interact with the world. If you don’t know, ask somebody who does. Are you selling parenting videos? Ask a mother for input on what they want from a product. If that doesn’t work, invest in a focus group or even do the simple thing-ask Google! Google Trends is a great resource for people who want to know what is trending in certain industries. Think of your customer’s psychographics as how they think and act each day.
Where do they get their information?
If your target audience is older, they may not own a smartphone and get all their information in traditional l ways. They are most likely reading the newspaper or a magazine, watching the news, and browsing online. If they do own technology in their homes, they tend to gravitate towards desktop computers and tablets as they have bigger screens. Digital devices are definitely growing in this audiences so you need to start thinking about which platforms and devices they use and how they interact with the online world.
Younger people, on the other hand, are much more tech-savvy. They spend all day long on their smartphones – browsing the web. They are all over social media and tend to get news from social media and friends sharing stories.
Asking yourself where your customers get their information is a great way to evaluate your budget and where to spend your ad dollars.
For example, you can do a Google Ads Search campaign advertising to older people and put more budget into desktop ads and tablet ads. You can even use a different search engine like Bing where an older crowd resides. Targeting younger people? Put more budget into social media advertising, and optimize more for smartphones.
What Are The Benefits Your Target Wants From You?
Ask yourself how you solve a problem. What is your target audience’s pain point? What makes your target audience tick and make them want to take action. Asking yourself these questions can help you dig deep and gain valuable insights into how you can help your customers. Are they nervous about losing out on business to the competition? Do your customers fear falling behind on work?
You can also ask yourself, what challenges do your customers face? Do they struggle to train staff? Can they find the time in their busy day to clean the gutters?
Knowing what pain points and challenges people go through can help you craft your messaging.
When you know this information, you can get a better understanding of who your customers are. When you know who your customers are, you can craft better messaging in marketing materials and get a better return on investment – ROI.