"To know"

Is a person just a person? No, of course not, we're all different and unique that can share similar interests, tastes, and preferences. When you drill down into who your customer is you'll see they have arrived at your proverbial storefront in different nuanced ways. Likely buying different products at various amounts trying to solve for something however emotional or practical. These are the insights to nurture not only for increasing sales but in order to bring the most value to the customer. So how do you do that?

Identify the different categories of your Customers

Grouping your customers together as one will lead to generic cross-selling campaigns that will not generate as fruitful results as your efforts intended. An example of this is a mass promotional e-blast. It’s important to understand the different parameters where you can segment your customers. Like the type of products/services they buy, frequency of purchase, geographic location of the customers, and so on.

Create categories. Once the categories are formed and customers are segregated, it'll become easier to frame precise marketing and cross-selling campaigns with targeted messaging. The end result of these campaigns will drive more value for both your business and your customers.

Leverage Customer Interactions

Getting into your customer's psyche is a great way to get to know them better. The video here is audiovisual storytelling execution about taking an interest in someone and wanting to pursue that relationship further. Every occasion you get to interact with customers is an opportunity to gain insight into the customer's likes/dislikes in relation to the product or service. Example:

How they are using the product or service?

Are they satisfied using the product/service?

What are the changes they would like to see in the product/service?

Practicing this experience regularly will help you accumulate a database of valuable customer insights that can be used to frame targeted messaging.

Focus on Customers’ Personal Tastes and Preferences

Don't limit yourself to only providing informative content about your product or service. While that is important it's limiting your pool of options in catering to them on a personal level. Content marketing messaging to the interests of customers that compliments or aligns with your brand will serve a great purpose too. This strategy can show how attentive you are towards your customers and will bring your buyers closer to your own brand.

Many SMB's follow this policy where they use the consumer data in CRM databases or email marketing platforms to create materials/resources that resonate with the other interests of the customers. For example, sharing new music on social media or directly to a targeted email list like you would with a group of friends.

The idea is that instead of continuously sending content in relation to the product/service (which often gets monotonous), sparking conversations around other universal topics generates multiple opportunities to create a conversation thread with the customers.

Create More Robust Buyer Personas

A Buyer Persona is a very specific description of your customers. Most often businesses have at least 3-4 different Buyer Personas. Many marketers make the mistake of using generic demographics like age, profession, and location to develop their buyer personas. These data points simply don’t provide enough information to create messaging that resonates with your audience on an emotional level. There are numerous ways to approach building out your Buyer Personas and they are meant to be fluid working documents so don't get caught up on them being perfect.

Maintain the Customer Lifecycle

A customer lifecycle is the length and nature of a customer's relationship with your business. The goal should be to make the customer's lifecycle as long and prosperous as possible. That means maintaining and continuously improving the cycle by taking customers on a journey that's mutually beneficial for both them and you beyond purchase and into customer satisfaction. Maintaining the cycle involves acquiring the customers, retaining their interest, and extending the relationship beyond a single purchase into retention, repeat purchase, up-selling, and referrals.

Once you have it all down that work gets put into motion by identifying and reacting to customer triggers as a part of your Inbound content marketing strategy. Being proactive is better than being reactive right? Go to your customers; don't wait for them to come to you. Half of all marketers act on request-based, triggers alone. As a result, you end up ignoring life events and threshold triggers (such as spending up to a certain amount). These are the customers most likely to spend or keep spending. Slice and dice! Identify your most important customers by knowing who they are. Need help finding them, hit me up.


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