Increase Sales By Getting to
Know Your Customers
Marketing is an art. It’s all about understanding your customers and their needs. And let’s get it straight. Nobody knows your customer better than you do. But sometimes, it’s easy to lose sight of who your target customers really are, especially in marketing and advertising. It’s easy to get caught up in the numbers game. Just because you’re reaching a lot of people doesn’t mean you’re reaching the right people. You have to consider your target customers’ demographics and psychographics in order to tap into their decision-making process.
What is your product and who is going to purchase it? Develop your strategy with your customer in mind.
Customers don’t just buy products. They buy solutions. They have a problem and you are the answer. But ideal customers won’t know about your product if you don’t advertise it properly. You have to create a need for your product or service and connect with customers on a relatable level. It’s pretty simple. A solid marketing strategy is all about creating brand and product awareness with the right people in mind.
Know Your Customer
Think about quality over quantity. That’s where demographics and psychographics come into your marketing plan.
We hear about demographics all the time. Demographics is defined as “Statistical data relating to the population and particular groups within.”
They’re characteristics like gender, age, race, location, income, education, and employment status. These are just the basics. You can dig deeper into someone’s demographic data to determine whether they’re married, have children, own a home, or even have a 401k. Needless to say, demographics will majorly affect a person’s buying decision. For example, a 24-year-old woman living in rural Arizona will have drastically different consumer needs compared to a 64-year-old man living in Chicago.
Customer psychographics are a little more abstract than demographics. It’s defined as: “The study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.”
So what exactly does that mean? Think about psychographics like marketing-fueled psychology. It’s all about what people are thinking and feeling. This is data about your customer’s lifestyle such as interests, concerns, activities, and goals. These details are especially important when it comes to their decision-making process.
For example, you run a health food store and you want to create an effective marketing campaign for your new product line. You must take your customers’ interests into account. What are your target customers’ actives like? What are their goals? What are they concerned with? Beyond healthy eating, perhaps they’re concerned with eco-friendly living and sustainability. All of these interests will influence the look and feel of your advertising. From aesthetic to wording, your advertisement heavily depends on your customers’ demographics and psychographics.
Another question to ask yourself is, “where are my target customers most likely to see my advertisement?” If you’re trying to target healthy eaters, you wouldn’t necessarily advertise in a publication about sports cars. They just don’t connect. You’d want to target publications about healthy cooking, healthy lifestyle, and maybe even a fitness magazine. That’s where your customers will be looking.
The same goes for an online ad or Facebook campaign. You wouldn’t target someone who is specifically interested in pet care when you’re trying to advertise health food. Yeah, this all sounds pretty easy. It seems like a no-brainer but a lot of people cast their nets wide and broad instead of small and focused.
In addition, you have to develop your marketing plan around where your customer will be. Is your ideal customer more likely to see your ad in print or online? This is where demographics and psychographics come into play. It’s all about location. If you’re targeting a younger crowd, digital is the way to go. If you’re targeting retirees, print or television may be more beneficial to your advertising strategy. When it comes down to it, you know your customers better than anyone. Channel your focus on who will be purchasing your product.