What do I mean by "well enough"? Well, if you don't understand your customers very well then it's unlikely that your marketing will resonate with them. You'll probably end up taking a "scatter-gun" approach to marketing and wasting a lot of time and money in the process. My blog "Do I need a customer avatar?" explains more.
So how do you know whether you understand your customers enough to effectively market to them? Here are the signs I look out for...
1. Your marketing activities aren't delivering ROI
2. You struggle to decide which marketing channels and activities to use
3. You don't know what you say about your product and how to say it
4. Your copy sounds like it's been written by different people
5.You don't know who else is involved in their buying decision
6. You don't know how long your content should be
7. You don't know how often you need to conduct each of your marketing activities
8. You don't know how to brief your suppliers
9. A lot of your customers are not very profitable
10. You're getting a lot of enquiries from people who aren't a great match for your business
11. You don't feel confident that your products are right for your market
Do any of these signs sound familiar? Could you improve your marketing by simply refining your audience profile a bit more?
If so, download my free audience profile checklist here. And if you'd like help to create a really effective customer persona, drop me a line by email, phone or via social media.