Whether you are designing a product, developing a marketing strategy or writing a blog post having a thorough understanding of your target marketing is vital.
But how do you get clear on who it is you are talking to and targeting? Here are four questions you MUST ask to get to know your customers – and why you need to ask them.
1. Who are my customers?
What types of people are your customers? Are they a business or consumer? Male or female? Older or younger?
Do they have money, or are they buying on credit? Are they impulsive or considered? Are they well educated or uneducated? Are they fun or reserved? Daring or cautious? Kids or no kids? Happy or unhappy? Are they making ends meet or living the high life? Are they worried about what others think of them?
What is important to them? What do they value most? Who do they trust? What media do they consume? What social media do they use?
By asking who your customers are, you will discover how to speak to them and where to find them.
2. What do my customers really want?
What does your customer want from you, do you know?
While your customers may justify their purchases logically based on the features or inclusions you provide, they don’t tend to buy because of them. Your customers buy based on what your product or service will do for them, save them, make them feel, or make others think or feel about them.
So again, I ask you, what do your customers really want from you?
Is it to save time or money? Is it to have a certain status or level of respect? Is it to be first and lead the way? Is it to make them feel more worthy, attractive or confident? Is it to alleviate guilt, stress or grief? Is it to live longer? Is it to be more successful, prosperous or influential? Is it to be a trendsetter or forward thinker?
By identifying what your customers really want, you will uncover how to market to them and what you need to say.
3. How motivated are my customers?
How great are your customers’ needs, wants, frustrations or challenges? How motivated are your customers to buy from you? Do they need and want your product or service or just like the idea of it? Is your product or service an essential or luxury to them? Do your customers know and acknowledge they need your product or service?
By asking how motivated your customers are you can determine if your product, service or market is viable. You will also be able to identify the level of education you will need to provide and what you will need to do to motivate them.
4. What is holding my customers back from buying?
What are the reasons your customers won’t buy from you? What are some of the reservations they have?
Is it price or timing? Is it a lack of awareness or understanding? Is it a lack credibility or runs on the board? Is it that you are too new or too established? Is there too much risk involved? Do they need it but don’t want it? Is there not enough proof of your claims? Is there someone influencing their decision?
By finding out what is holding your customers back you can identify ways to build trust, and calm concerns, fears and objections through your marketing. You will also be able to uncover what influencers you need to market to and win over to get the sale.
Do you know your target market as well as you should?