A pivotal component to climbing the marketing mountain is understanding your customer. It would be a waste to time to pursue the wrong audience. And doing so might cause you to make product decisions that put you even further behind. Your audience provides you with the lens in which to interpret your data. The reason a 20-something tech savvy user abandons a check-out page can be very different than why a 40-something parent abandons that check-out.
If you're seeing a particular pattern in your data, knowing who your customer is will help you decipher the information. The best audience is one that needs your product, and they might not be actively looking, but you know that if they find you they will be interested. When I start any marketing endeavor I like to outline the type of customer I'm targeting. And you can do this by creating descriptive personas. There's a lot of ways that you can go about deciphering the personas of your user base. If you've got an existing customer, well, you can conduct surveys and mine your data from patterns. But if you’re just starting out, you'll have to make some educated assumptions.
23%
Average revenue increase when an organization (brand) presents itself consistently
64%
Of consumers say shared values are the primary reason they have a relationship with a company
48%
Of consumers expect companies to know them and help them discover solutions
The first and most important thing to do when taking a close look at your marketing isn’t to write blogs or put up billboards or hire a ghost writer. It’s to figure out your story and your audience. If you can’t clearly and consistently tell people who you are and what you’re about, people simply won’t connect with you.
Crafting your target customer is the first, most essential element in climbing the marketing mountain. It requires you to understand the pain your customers are experiencing and the pleasure they seek, and how your products and services relieve pains and create delight. Your Marketing Identity starts where these two aspects overlap.