Who Are Your Customers?

Who Are Your Customers?

It may be that we might receive a request from a client that could read as follows:

“We need a website for our company, could you give me some costs?”

Obviously, we can. Why wouldn’t we? After all, they’ve contacted us in good faith, selected us from a variety of options available to them to carry out their work.

However, we work slightly differently and ask ourselves whether a website is what that business actually needs in order to reach their objective. Will it provide the results they are looking for? And perhaps, most importantly, will it reach their customers?

Every piece of work, be it design or marketing should yield results for a company, but who actually takes the time to calculate and measure that if they spend a certain amount on design or marketing that they will actually see a return on that investment? Furthermore, who stops to think whether there might be a better or more productive way of achieving the results in a different way?

A business owner could argue that if they produced 10,000 flyers for example that cost them $1 each and they successfully manage to get 100 customers to spend more than $1 with them, that would be a good result, right? Not necessarily, in fact what it does show is that the business doesn’t know its customers and they just invested valuable time and money on 9,900 people that weren’t their customers.

When we say we work differently, what we mean by that is we carry out extensive research in advance as to who a business’ customers are and what they’re more likely to react to. We carry out the research to establish that perhaps those 9,900 people hate receiving flyers and react better to another form of marketing.

As part of our brand strategy process we identify a company’s customers and learn about their behaviour and preferences. For example, an 18 year old male that is glued to his phone, checks Facebook and Instagram regularly and messages his friends in a What’s App group wouldn’t react or even see an advertisement your business places in the local press. By the same token, a middle-aged female that likes to relax on the weekend by reading a newspaper over breakfast isn’t likely to read a promoted post on Instagram or Facebook.

Who Are Your Customers?

Now let’s go one step further and say that both of the above demographics are genuinely your customers and you want to reach both of them. The easiest approach to take is to think of one thing you could do that would get in front of both of them. However, with the research and strategic approach we undertake, you can target both utilising the methods we outlined. Use a social ad to target the 18 year old male and the local press advertisement to reach the middle-aged female.

In simpler terms, outlining ways that you can raise awareness of your brand and reach your customers is essential. People react differently to differing forms of marketing and establishing which channels your customers are active on can then help you form a detailed and effective strategy to not only acquire them, but retain them as well.

We don’t expect a business owner to sit down and spend copious amounts of time mapping out every possible way a customer can interact with their business, they may have thousands of customers after all, but part of the service we provide our clients means that we try and do as much as possible to learn about a customers needs, expectations and problems they might be having to create groups or pots that we can assign to the marketing channel or medium that works best for them.

Who Are Your Customers?

If you want to know more about your customers and their behaviour, talk to us today about our brand strategy sessions and how they can help you and your business reach its goals.