So, you think you know your customer, but do you know what they want, what they really, really want? It doesn’t matter what sector you’re in or what you’re trying to sell, you should be in the business of solving problems.
Start-up businesses need a solid grasp of who their customers are and what motivates them, as they need to move quickly without wasting tons of cash. Small business owners don’t have time to experiment either – not if they want to remain efficient and profitable to stay in business.
If you don’t understand your customer you’ll fail to reach them physically, offline or online, and spend plenty of money in the process, but you’ll also fail to reach them mentally.
What could your business learn from the Spice Girls?
If you were a kid in the 90’s, you'll probably remember a period when The Spice Girls ruled the music World. Love it or hate it, their single, “Wannabe,” is the highest selling single by a girl group of all time. So, what caused this and what can business owners learn from the The Spice Girls? They gave us (okay young girls) what they wanted, what we really, really wanted – Girl Power!
"A brand is no longer what we tell the customer it is - it is what consumers tell each other it is." Scott Cook
“The customer is King” is a familiar corporate cliche. It means the direction of a business is ultimately determined by its customers. This doesn’t mean the individual customer is always right. It means the collective needs of all potential customers that need to be satisfied.
Don’t be a business “wannabe” be a business somebody!
If you want to reign supreme and get your customers singing your praises, here are 5 reasons you should put the customer first:
A customer’s perception is their reality.
Its easier (and cheaper) to retain customers than attract new ones.
Complaints spread like wildfire on the internet.
Without customers you don’t have a business.
Brands win or lose by how well they wow their customers.
Who are your customers and what do they care about?
Understanding who your customers are, or perhaps more importantly, identifying the type of customers you want more of, will help you save time and money in the long run.
One way to better understand your customers and what makes them tick is to develop robust buyer personas. Personas can help bring your ideal customer to life and serve as an effective reminder of who you are trying to target and the best way to reach them with your messaging.
What is their name, age, occupation, job title?
What are their goals and challenges?
What are their unmet needs?
What call-to-actions would help based on their needs?
What does their typical day look like?
How would they benefit from buying from your brand?
Where are your ideal customers active online?
What are their hobbies and interests?
What decision criteria do they use when buying?
What hinders/stops them from purchasing?
TIP: Don’t assume you know them and what makes them tick, find out! Use or conduct research to create buyer personas for your business. Get a FREE Buyer Persona Profile Template>>>
What do your customers think of you?
A customer’s perception is their reality, but what do we mean by this? What we mean is right or wrong, what the individual customer thinks about you and your business is true to them. What do your customers think of you and your business? Do you know?
TIP: Don’t assume you know what they think, find out! Review existing research or ask for feedback. Survey Monkey is an easy to use online surveying tool and has a free option. You could even offer an incentive like a discount or gift voucher to thank them for taking part while encouraging a potential sale. Also, look at your reviews on your social media channels or review websites. Use social media to listen in on conversations about your brand or the industry.
What type of content do your customers like?
Have a look at where your customers, or the ones you want more of, are active online. The best way to determine what type of content resonates with your customers is to look at what they are already engaging with, whether it be your own content or that of your competitors!
TIP: If you have a Facebook business page with 100+ likes you have access to the ‘Insights’ tab. Here you can view your performance over certain time periods. Look at how your content, both organic and paid for, is performing – what does it tell you? You can also track pages of your competitors and look at how their content is performing – what does it tell you?
So, be honest do you know what your customer wants, what they really, really want? I hope this post has confirmed you do or you need to spice things up a little to make your marketing more effective. Still not sure how what that desirable customer looks like? Check out my FREE Buyer Persona Profile Card Template to get you started.
I’d love to know how you go about understanding your customers and what role it plays in your marketing plans. Please write a comment below!
Not sure where to start?
Sign-up to the No Fluff Mailer for your FREE Buyer Persona Profile Card Template. I’m on a mission to help as many start-ups and small businesses as possible ditch the fluff for the strategic stuff by sharing knowledge and encouraging collaboration, so sign-up today!
Marketing planning support and help
Join the FREE No Fluff Masterclass Group on Facebook for marketing advice and resources at your fingertips 24/7! Designed with start-ups and small business owners in mind, the Group provides online access to support, tips, templates and guides, and an opportunity to collaborate with others.