OK, Now we’ve worked out who our most, and least profitable customers are, it’s worth taking the time to list out the sectors they’re in. Digital marketing, like any marketing, is about communicating the right message to the right, receptive group of people. If you don’t, any message you try and get to resonate with a group, just won’t. They’ll be disinterested and you’ll have failed.
So it’s worth taking a little while looking at each profitable grouping and seeing if you can build up a profile on each. That way, you’ll understand a little more about them and be more likely to produce comms that ‘stick’ when you try and target them.
So what I did was create a stack of questions which will help me understand a bit more about the groups. I’ve listed them below – with a brief outline of why you’re asking the question and what it’s for:
Typical Job Titles/Occupation (Gives a first view of who your customers are so you can start to see what benefits you can bring to them. First analysis of what most of your customers do)
Typical Age Ranges (Gives an understanding of how you can tailor your comms, sales methods & product delivery)
Gender (Gives an understanding of how you can tailor your comms)
Language they use(What words do they use when looking to buy your product/service. Procurement, buying etc. do they use jargon words?)
Geographical (People often like to buy local – they feel more in control should something go wrong and they need to see you face to face)
Typical Job Sectors (You can tailor the benefits you offer to your customer’s requirements. As for occupation, understanding their sector – allows you to understand more about what they do and tailor your offering appropriately)
Any common interests/goals – work or non-work? (Finding common interests amongst client-groups could be used to tailor your product offering to that grouping. Probably more usual to find professional interests/goals – and probably more lucrative)
Their aims and values? (More ‘core’ than above. Matching your target’s aspirations and values & goals makes you more relevant and meaningful to them)
Their business needs (Discover what battles they fight and how you can help make their lives easier – not just core offering but around the offering)
Why they buy (What are they going to do with your provice? Who’s the end-user? What’s the driver for them deciding to buy. Understanding this may identify common drivers, common sources of the buying decision (which you can then target more effectively) and who holds the purse strings)
When they buy (Is there a particular time customers buy? Might help you target that time for your selling?)
What they buy (If you offer a range of provices, specifically what does this type of client buy from you?)
How they buy (Do your customers buy online, face-to-face or through mail order? Understanding how they are comfortable buying will help you tailor how you sell to them)
Budget (Match what you provide to their budget. Makes your offering more relevant and increases conversion. Affordability and increasing value perception is key to conversion)
What makes them feel good when they buy (So you can match what benefits you bring and the shopping experience to what they like – and make it easier for them to do business with you)
What do they think of your rivals (It’ll help you stay ahead & better your chances)
Referrals? (If you offer a good provice, is there chance of being referred to other customers by this customer?)
Cross/Upsell (What further provices could we sell to this customer?)
Have a go and see if you can get some useful information about your target sectors. It’ll effectively start to act as a brief sheet whenever you’re looking to write any comms targeting a particular group.