It’s really important to know who your target clients are and to find out as much as possible about them.
Why?
Well… if you know who they are it’s easier to:
- deliver products and services that they want, where they want them, when they want them
- gain valuable insights into how your target clients make their decisions to buy
- determine your market position vis-à-vis other firms
- deliver your products / services with a compelling value proposition
- segment your market
- ensure that your marketing message attracts their attention
- promote to them in the places where they’ll see your promotion
- keep in step with their evolving needs
Things to know about your customers
- Who they are
- What they buy and why
- Where and when they buy
- How they make the decision to buy
- Recency
- Frequency
- Value
- Which customers are new
- New customer acquisition rate
- Lost, lapsed and dormant customers
- How many customers are being lost
- What distinguishes loyal customers
Things to know about your target clients
- Characteristics
- Location
- Age
- Family situation – single/couple – children
- Education
- Income
- Leisure interests
- What they buy
- Why they buy something and what purpose will it serve (what job will it do)
- How they make their decision to buy
- Where they buy
- When they buy
There are various ways to find out more about your customers and target clients. One of the most popular being questionnaires so …. that will be the subject of my next few blog posts.
Meanwhile….
My Questions to you…
- do you know who your target clients are?
- how much do you know about them?
- do you think you know enough about them?
- if you don’t what do you propose to do about it?
Comments on this entry are closed.
How about adding an example of an ideal client for a business using the questions above? E.g. 40-45, 2 children, shops in Waitrose etc.
And gender is an important one to add I think.
In truth I didn’t see a need for an exampleClaire but maybe you’re right, perhaps people do need examples. I have other posts up my sleeve that go into more detail on this topic including one on empathy mapping. I’ve been undecided whether to do long posts that peeps might get bored with or go for shorter ones and I opted for shorter ones.