How important is it to know your customer? Obviously very important. At StudioIMI, we spend a lot of time learning about your business and helping to define your client. If your target audience is over 50 years of age, you would need to take a different approach with your blogs, your website content, e-newsletters and your social media strategies.
Take the cartoon image above for example. Jeremy, the son considers his Mom to be almost an alien for not realizing how connected he is and how important his media is. Computer surfing favorite websites, cell phone in hand, tablet beside him, constant Facebook updating and Twitter feeds – he is the ultimate young consumer. Is he your customer? Would he buy your product or service?
His Mom, who would typically be the target audience for a whole different set of products doesn’t connect with him. Is she your customer? Would she buy your product or service?
Your marketing has to be tailored the same way. Know your ideal customer, connect with them through the layout, content, colors and images on your website. If the demographic for garden products is primarily women over 40, Facebook may not be the “optimum” approach. If however you have products or services oriented for 20 year olds, social media connections through Twitter, LinkedIn may be a better tactic.
A little investigation on your part goes a long way. You could set up an age question in your “contact us” form. This would help discern your perfect client. Your website should address your ideal demographic and your content should “speak” to them in words they understand. You could offer a choice of free e-books to visitors who sign up for your e-newsletter. Ask them to include a few simple answers about themself and use that data for promotions, google ad-word campaigns and coupons on your website. Depending on which e-book has higher demand, you could learn a lot about age, gender and other relevant data.
We will cover more of these concepts and ideas in future blogs. Suffice it to say that a lot of the focus for our web clients depends on keywords and determining your demographic. Successful ad-word campaigns can be modified regularly to drive new customers to your website. It’s all about fine tuning your on-line marketing with a little help from the people at companies like StudioIMI.
