Ever hear the old expression "why buy the cow when you can get the milk for free?"
Well, it applies to your marketing efforts as well, since 65% of a company’s business typically comes from existing customers, and it costs five times as much to attract a new customer than to keep an existing one satisfied! It is critical to find ways to keep your current customers happy.
So how do we go about doing that...
We need actually to know our existing customer!
Knowledge is power to those who know how to use it correctly. That is what this blog post is all about. If you can understand your customer better, can speak their language more precisely, you can relate to them and find out their current problems. If we know their current problems, we can always deliver the right solution, at the right time!
So how do you get to know your customer?
You have to know your clients buyer persona! A buyer persona is a representation of your ideal customer, once you have intimate knowledge of your ideal customer, you can target your advertising appropriately.
How do you uncover your customers buyer persona?
Let's play 20 Questions (This list comes from an excellent HubSpot page you can find here)
Their Job
- What is your customers job title and role in their company?
- How is their job measured?
- What does their work day look like?
- What knowledge and tools do they use in their job?
- Who do they report to? Who reports to them?
- What skills are required to perform their job well?
Their Company
- In which industry do they operate?
- What is the size of their company as well as its revenue?
Their Goals
- What are they responsible for at their business?
- What does success look like in their role?
- What are their biggest challenges?
Their Information Gathering
- How does your customer gather new information? (Blogs, trade journals, particular social media...)
- What associations or organizations does your client belong?
Their Demographics
- What is your customers demographics? (Age, Married, Kids)
- What is your customers socioeconomic status?
- What are your customers educational background? What level of education did they complete, which schools did they attend, and what did they study?
- Describe your customers career path. How did you end up where you are today?
Their Buying Preferences
- How do they prefer to interact with your business (e.g. email, phone, in person)?
- Do they use the internet to research products? If yes, how do they search for information?
- Why did they purchase from you, what was the evaluation process, and how did they decide to buy that product or service?
These are invaluable questions to ask your current customers! When you interview a current customer and take the time to learn about them, it not only shows that you care but gives you the right tools to approach them with in the future.
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