Roundup – How well do you know your customers?
Who is your 🎯 audience?
Simple question, right? Often, when I ask this question, I get a very broad answer. They may say things like “we welcome anyone” or “people 25-65 who make at least $200,000 a year.”
I get it, you don’t want to miss out on opportunities or turn business away. Or maybe, you simply aren’t sure how to get more specific. In truth, having such a broad definition of your audience can be a costly mistake.
- You won’t be speaking to their wants and needs, so your message will not resonate
- You won’t know where they are or how to find them
- You will get low-quality leads and traffic, meaning you waste time and money on people who aren’t going to buy.
- You won’t know which products and services to provide/improve in order to meet their needs.
“Irrelevant marketing has significant consequences. It’s a reason many consumers or leads will cut ties with a brand. If they feel their preferences aren’t respected or known before or after they join your business, they will see little reason to stick around given the many other choices in the market.”
Even a targeted audience can contain many different types of people. Overgeneralizing your message in order to reach the entire audience can be ineffective.
Not everyone is the same and, therefore, not every person who you’re reaching out to is going to be interested in your offers for the same reasons.
A customer-centric approach requires you to be able to empathize with your audience and put yourself into the mind body and soul of your customers. That is pretty hard to do if your target is “single women”.
This is why we create personas – fictional profiles that represent a group of similar people. This guide shows you the four steps to use personas in your marketing.
GET THE GUIDE
It can also be helpful to figure out who you DON’T want to work with/attract.
Create an Empathy Map
Once you are clear on your personas, you can focus on the problems you are solving for your customers – the ways in which you make their lives easier. I really like this template to create an empathy map. An empathy map can help you better understand the challenges your customer might face when interacting with your products or services. This, in turn, helps you create better solutions.
Let’s Dig In
I can help you dig into the data, observe and identify behaviors and build robust audience personas. We will map these to the customer experience in order to better meet their needs. All it takes is a 📞 to get started.