Knowing your customers is the key to business success. When people come to me asking my help, one of the questions I ask them is, “Who are your customers?” and often I get answers like: “anyone who needs a photographer,” “anyone who has a computer,” “anyone in business,” “anyone who sells health products”. “Anyone” tells me that you don’t know who your customers are”.

When you are developing your website, writing content for your website and social media networks, it should be focused around your customers; they should be first and foremost on your mind.

By knowing your customers, it becomes easier to sell to them, easier to tailor your message.

If you are someone who is building your career, the same rules would apply;  your potential employers are your customers.

Who are your customers?
You should be able to describe in detail who they are?

Let’s take a cell phone company for example, who as products that is for everyone. First they would determine what type of people would use a cell phone. Teenagers, busy professionals, travellers, grandparents etc. They would then determine the pain of these market segments, by asking “What is their problem? “What are their needs?” “Why do they need a cell phone?” “How do we solve their pain”? “What are the benefits to using a cell phone?”

Now each of these market segments would communicate differently, would behave differently, dress differently, and have different social behaviours. The cell phone company would then create marketing campaigns to communicate with their market segments.

They could have adverts for teenagers using funky coloured cell phones, chatting with their friends, keeping up to date with the latest gossip. They would also make use of social networks where young people hang out.

For the busy professional, they could have an ad that focuses on being busy, a fast paced lifestyle, having the benefit of keeping up to date with industry news, keeping in touch with your network, managing appointments with ease. Managing your busy lifestyle at the touch of a button.

For the older generation, our grandparents. They would tailor their marketing campaign with ads where cell phones are easy to use and using a cell phone in an emergency situation.

By understanding your customers in detail, you can now tailor your communication message to a specific target audience. Knowing your customers, helps you to niche; which helps you to target a market that your competitor may not be targeting. This is especially useful for small businesses.

Finally, knowing your customers also helps you when you are deciding which social network to use. Let’s say you are a professional consultant, a lawyer, an accountant. You may find that using Facebook is not really where your target market hangs out and so LinkedIn would be more beneficial to you as it is business focused.

Again, I ask can you describe to me in detail, “who your customers are?” Can you describe to me what they like, what they don’t like, where they live, what their social behaviours are and what communication tools they would be likely to use? What is their pain? What are the benefits you have to offer?

If you don’t know who your customers are then how are you going to communicate with them? How are you going to find them? How are you going to communicate the benefits of what you have to offer?

Do you have something further to share relating to your customers? Have you got a question for us? Share your views by posting your comments.

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