Knowing your customer is essential before starting your marketing campaign

knowing your customer

Knowing your customer is essential before starting your marketing campaign

As with everything in life, to create something you need the right combination. For water, you need the right parts of hydrogen to oxygen. To build the perfect fire you need fuel and a flame. For the perfect pizza, you need that nice base, that perfectly-spread layer of tomato sauce, and a heart-stopping amount of cheese. You get the point. It’s life 101: to create something, you need the right elements.

What makes you, you?

The business world is no exception. In order to be successful a business needs three fundamental tenets. The product or service; the staff, even if that’s just you; and knowing your customer.

Without a product or service, you don’t have a business. For the staff, that’s self-explanatory, and when it comes to customers, these are the people that will be buying into what it is that you do.

Regardless of whether you have a product or a service, it’s important to know exactly who is buying from you. Look at your current sales. Who is your client base? Knowing your customer before starting any sort of marketing is wise. That way you can tailor your service directly to them.

Finding your audience

Here's an anecdote from one of our staff. Many moons ago they worked for a global magazine - we'll not mention who - and the experience stuck with them. The magazine was brilliant in their eyes. Especially when the new editor took over. The content was compelling, informative, and for an information fiend it was perfect for learning more about the particular industry it was in. The problem with the title is that it didn’t perform as well as it should have done. Market research showed that the assumed target audience was not the target audience at all. They thought the demographic was middle-aged ABC1 men (editor's note: that’s affluent to you and me) earning £40k or more, and interested in luxury brands, science and technology.

While the latter half of that belief was correct, the audience was actually 60% female. Women who, according to the data, were interested in gardening and cooking. Knowing the customer would have paid off massively. Using that data the magazine could have appealed more by expanding into its actual readership rather than trying to force its way into a market it wasn’t.

It didn’t, and so its success reflected their ignorance.

The lesson to learn

We come across this issue with businesses whose content doesn't do the job time and time again. Your audience isn’t who you say it is; it’s whose bank account foots the bill at the end of the day. And so your marketing needs to speak their language. Make sure you take the time knowing your customer and their habits through research. Don't just assume. Even with substantial budgets, the magazine couldn't force things their way.

Imagine owning an online shop where all your business came from France, but refusing to translate the site into French, making it more relevant and appealing to that market, and capitalising on the momentum.

Take a look at who your biggest spenders are. Now take a look at your marketing. Are you reaching out on the right mediums? Facebook now has a much older audience, and LinkedIn is an incredible business tool. When was the last time you took a piece of collateral cluttering your doormat seriously? Why would your audience? Where you’re promoting yourself and how you’re doing it are absolutely critical, but before you even get to that point, it’s a good idea knowing your customer demographic first.

If you’re unsure who your audience is or how to write to their tastes, why not get in touch with Coster Content to learn how? It’s much better knowing your customer before throwing money up the wall and hoping it sticks. Wouldn’t you agree? Give us a call on 07462 455 894.

Alia Coster