10 Things You Need to Know About Your Customers
Every brand is in the business of selling something. Whether it’s inspiration, a concrete product, an ideal, service, resource, or methodology, the core of effective selling lies in how well you understand your customer. Ask yourself these ten questions as you think through how to better understand and connect with your customers. The better you know and understand your customers, the more impact your marketing will have.
1. Who are they?
The foundation of understanding your customers, starts with basics—in short, who are they? Here are a few points to think about as you begin formulating a better understanding of who your brand is talking to.
Do you offer products or services to individuals?
If yes, start by identifying if your customers are primarily male or female, how old they are, if they’re married or single, where they live, how much education they have, and what they do for work.
Do you offer products or services to other businesses?
Think about whether your services are geared towards small business or are they intended more for large corporations. Think about the nuances of big vs small business. Are you prepared to meet the needs of your preferred target group?
2. What do your customers do and enjoy? What are their values?
This is what marketers refer to as psychographic segmentation. Going one step beyond the basics, it’s important to understand the lifestyles and behaviors of the people you’re wishing to connect with. What activities do they do most often? What opinions shape their core values?
If you’re a business that supports other businesses, look at what their business needs are. Start by checking the “Core Values” or “About Us” sections of their websites.
3. Why are they seeking your products or service?
In order to best meet someone’s needs, you have to understand why they want what they want. Knowing this also helps you ensure that your business can provide. What are they struggling with? Figuratively speaking, think about what keeps them up at night. This will serve as the backbone for your messaging.
4. When do they seek out your services?
Here’s where we start to think about the timing of your marketing. Reaching customers when they need your services the most can dramatically increase your brand’s success. This typically ties very closely to psychographic segmentation. Lifestyle often plays a huge role in when someone looks for support.
5. How do they buy from you?
Do your consumers prefer to simply visit a website to pay for your services or do they prefer a face-to-face meeting? With the shifts in technology, some brands prefer to send out requests for payment via mobile devices or social media. There are a number of ways that your customers may like to pay you, and it’s important that you’re able to meet them wherever they are.
6. How do they make money?
A key factor in any purchase is one’s ability to buy. Understanding how your customer makes their money, and what they can afford will help your business offer solutions in their price range that’s based on what they can afford. This will help you determine a pricing strategy that meets your buyer and attracts them to you.
7. What makes them feel good about buying?
Purchases are emotional, so to really understand what triggers their buy—it’s important to know what makes them feel good about buying that type of service or product? Is it strictly an impulse buy, or are they most excited about the anticipated outcome of your product?
8. What do they expect of your brand?
Customer expectations vary greatly from brand to brand, and industry to industry. In some industries, customers want fast service and reliability based on the products that you sell. However, this wouldn’t the case for a health-industry where the customer may be solely focused on weight-loss based results. Think deeply about your industry as a whole and what your customers want from you because failing to meet these expectations can compromise your brand’s reputation.
9. What do they think about you as a brand?
Happy customers equal repeat customers and brand ambassadors. Make sure your customers enjoy your brand. Focus on building trust, keeping them engaged, and meeting their expectations.
10. What do they think about your competitors?
Although this is last on the list, it’s quite important. The most successful brands factor their competition into their business growth strategies. Knowing how your customers perceive the competition offers a much better chance to be better and stay ahead of your contenders.
A concrete understanding of your customers is a game-changer when it comes to building lasting connections that position your brand for success.
Do you want expert insight into how to best leverage your customers to better grow your business? We’re here to help. Are you ready to start a conversation with us on how to use these customer insights to better captivate audiences and grow your business? Contact us today!