The Secret to Happy Customers
Have you ever seen an ad or read a blog and felt like it was made just for you? Like fate had brought to your attention the perfect solution to your life?
Okay, so maybe it’s not always so dramatic. But did you ever notice that sometimes you just connect with something, or it just solves a problem you are currently experiencing?
Well it’s not fate…it’s proper customer identification, targeting, and tailoring. When it’s done right, it can convert web perusers into loyal customers.
Individuals are unique
We can all agree on this, right? That not everyone is the same? So, why do businesses treat potential customers like they are?
I have seen this too many times – and I am on a quest with my clients to change this way of thinking. The common thinking that a company’s customer base is a singular unit that behaves and reacts as a uniform whole. A “blob” of customers. Then companies market to that “blob” accordingly.
But think about you and the people in your life: You probably know some people who fit in the same demographics as you (same age, location, education, job). But are you the same as those people? Do you always want the same things? Do you use the same products and services? Even if you do, do you make purchasing decisions for the same reasons? The answer may frequently be yes, but it’s not always. And companies who don’t investigate and play to these differences are missing out on potential customers.
To create the content that hits that sweet spot, that solves the problem of a potential customer in such an on-point way that they become an actual customer, you need to figure out what makes your customers tick as individuals, what makes them different.
categorizing customer personas
Of course, it’s not realistic to create a profile for every single individual customer. You probably have too many customers for that! But you can break your blob of customers into smaller groups with similar goals and needs. Different categories, or segments, of people who are drawn to your product or service for different reasons, but who tend to have similar specific needs and desires within their group.
The best way to start identifying, profiling, and categorizing your potential customers is to first take a look at your current clients.
Choose a couple of customers you know quite well (even if you have an online business, make sure to get to know your customers!) and start sketching out their profile, or persona.
Go deeper than just demographics when asking your customers
Write it all down. And then it’s time for the hard part.
The two most important questions you need to ask yourself:
- Are you targeting your clients appropriately?
- Does your brand really connect with them?
If not, then you already have some marketing work cut out for you, to keep your current customers (and potentially pull in more).
Or, if you feel you’re targeting and connecting with your existing customers effectively, then it’s time to broaden your focus to new groups. Think about other types of customers you would like to have. Maybe it’s a new demographic you’re not yet reaching. Or maybe you had a great experience with a customer you don’t normally serve and you want more similar clients.
Stuck? Maybe you need a good brainstorm with out-of-the-box questions. When I do my Brand Elixir workshops, I find that, by asking the right questions, our clients find whole new groups to expand their business to. (And then we help them develop the tools and strategies to actually reach them.)
Connect and collect
While it’s helpful to speculate about how your customers behave, it’s also important to actually know how your customers behave. You need to gather data.
There are two ways to do this: actively and passively.
Active: Engage with your customers
I cannot stress enough how important direct customer interaction is. Whether you connect with customers face-to-face or by phone, email, or chat, you need to be able to ask them what they really think about your products and services. Only then will you get an idea of who they actually are, and what they really want. This is perhaps the most important information you can arm yourself with when creating your marketing plans.
Passive: Collect data and see the response
Sometimes people don’t know exactly what they want, or they can’t/won’t communicate that directly. Also, people don’t always respond the way you expect. Luckily, living now in the Digital Age, we can find out way more about our customers by monitoring how they engage online and with social media. There are many sophisticated tools out there that will collect and analyze this information for you. But even basic things, such as examining website traffic via Google Analytics and/or seeing how people interact with your posts on social media, will give you a better idea of how customers behave. From there, it’s a case of testing new strategies, and repeat.
If you really want your business to grow, you need to be obsessively thinking about your customers. Like that crush you had in high-school…only this is an obsession that will pay off.
Your business needs new customers to grow. It’s worth the time and investment to moon over them a bit. Plus, it can be fun to play detective and figure out the inner workings of your customers’ minds, figuring out how you can convince them that your business has the solution that they have been waiting for. It’s fun to help “fate” along!
Still lost? Fear not. Creating customer profiles and matching branding and marketing strategies is part of iGina’s Brand Elixir experience. My team can facilitate the process of finding out who exactly your dream clients are and also help you develop a powerful plan to reach them. Your future customers will really feel like they have been struck by fate.
Do you want to learn more or need help? You can always get in touch with me for more tips and tricks.
Who am I?
I’m Gina Dunn, Brand Strategist and CEO of iGina – and my mission is to help business owners all over the world to break through their business barriers and realize their brand potential, sometimes for the very first time.
Did you know that brand-led businesses outperform their competition by 83%? Get started by mapping out your very own brand strategy yourself with our Brand Canvas – get it here.