When I start working with a client, one of the first questions I ask is "who is your ideal customer?" How specific the answer is varies a lot, but from a short conversation I can usually assess whether they understand their customers well enough.
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...
I get asked this question a lot so, to help you answer it, here are some questions for you:
One of our frequently used phrases is, “It’s not about what you think of your product or service; it’s about what your customers think”. Too often we use “self-reference criteria” i.e. what I/my boss/the MD likes, to determine which products or services we should develop and how we should promote them and sell them. Frankly, you are not important. Your customers are...
Read the full KMS Marketing blog, co-authored by Ros Conkie and Kara Stanford, on how to get to know your customers:
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