Understanding your customers

Understanding your customers

Whatever your business it is crucial to understand your customer if you want to maximise your sales. Getting your marketing communications right, for the right people at the right time, ensures you have more profitable and loyal customers.

There are 5 steps you can follow to identify your target audiences more effectively.

1. Understand what your business can do for your customers
What need do you fill? What problem do you solve? You need to understand what you can do for your customers before you can identify who those customers are.

2. Create segments
Identify all the types of customers that your product or service can help. Segment them by sex, age, location, income, marital status, children, hobbies – think of as many things that define them as possible. Develop a segment for each separate group that you identify, explaining who they are and what they do.

3. Develop propositions
Take each of your identified target markets and think about how your product or service is relevant to each one. It is important to put yourself in your customers’ shoes and think about what it is they want from your product. It should be different for each group. You can then develop ‘proposition sentences’ for each group which detail the need they have for your business and how you would sell your service to them.

4. Identify where to focus your efforts
Think about which of the audiences would be the most beneficial to your business. Which are the ‘low hanging fruit’ and easy wins? Which would be the most profitable long term? Which would help you expand your customer base most effectively?
Also think about your company and the expertise you have. Which customers would be the best to focus your efforts on?

5. Think about how to target them
When you have identified who to target, you also need to think about how and when. How do these people want to be contacted? What will be the most responsive form of communication for each group?

By focusing on your customers and their needs, and refining your marketing communications based on this you will be able to maximise your marketing budget and your sales, whilst minimising cost and waste. Always put your customers at the heart of everything you do.

About the Author

Sue Kemp
Owner of Kemp Marketing with over 20 years Marketing experience predominantly in the Technology industry working for IBM, Samsung and Nokia. Sue now enjoys helping small and medium size businesses from any industry to grow. Mum of two girls, lives in Reigate, Surrey.

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