Effective marketing requires a very good understanding of your target customer. Begin by writing the name of your target market, e.g. “Lower Hutt businesses of 5+ employees.” Then ask yourself these 13 questions to help you describe your customers and their behavior. Jot down your thoughts as you go.
- Who helps them or influences them when they make a buying decision?
- What sort of environment/situation do they use your product in?
- What are they thinking/doing just prior to buying your product?
- Who ultimately decides whether to buy or not?
- When do they make purchase decisions?
- What do they do in their spare time?
- What motivates them to purchase?
- What quantities do they buy in?
- What do they like and dislike?
- What do they value in life?
- Where they people shop?
- Where are they located?
- How often do they buy?
Having a clear idea of your target market a vital part of selecting the most effective marketing programme.
Knowing your target market will help you decide:
- The best time to engage your customers (should you send out a Facebook post at 3:00 pm on Sunday?)
- The best method to contact them (will a newsletter or a phone call be better?)
- The best style (should you use a familiar tone? Or load your copy with industry related terms?)
Offer services that your customers will want and will respond to.