Hello, and welcome to "Website Success in 5 Minutes." I’m Shaun Carvill. Today, we’re going to talk about a question that every business owner should ask: Who are my customers, and how can I reach them? Understanding who your customers are and knowing how to connect with them is really important for any business.
So, let’s break down how to figure out who your target customers are and the best ways to reach them.
First off, what do we mean by “customer” or indeed “market”?
When we talk about your market, we’re simply referring to the group of people who are most likely to buy what you’re selling.
These are the folks you want to attract and keep interested. Knowing who these people are helps you create products and services that they will like and find useful. It’s about making sure you’re focusing on the right people so you have the best chance of being successful.
So, how do you figure out who your customers are? Here are some simple steps.
Start by thinking about who’s already buying from you.
Look at the people who are currently purchasing your products or using your services. What do they have in common?
Think about things like their age, gender, where they live, and what they’re interested in. Are they mainly young professionals, busy parents, or perhaps retirees?
Knowing who your current customers are can give you some great clues about who else might be interested in what you offer. If you’re just starting out and don’t have customers yet, think about who you designed your product or service for.
Next, figure out what problem you’re solving or what need you’re meeting.
Every product or service is created to solve a problem or fulfil a need.
Think about what that is for your business and who would benefit the most from it.
For example, if you sell eco-friendly cleaning products, your ideal customers might be people who care about the environment and want to reduce their carbon footprint. Understanding what you’re offering and who would want it helps you figure out who your best customers are likely to be.
Check out your competition to see who they’re targeting.
Look at businesses that are similar to yours and see who they’re trying to reach.
This can give you an idea of who might already be interested in what you’re selling and help you spot any gaps or opportunities. Browse their websites, social media pages, and ads to get a sense of their audience. You don’t need to copy them, but it can help you understand the landscape and find your own space in the market.
Create a picture of your ideal customer.
Once you’ve gathered some information, it’s helpful to create a profile of your perfect customer. This is often called a persona. Something we spend a lot of time on when planning for a new client website.
It’s like creating a character who represents your typical customer, including details like age, interests, and what they’re looking for.
For example, your persona might be “Jane, a 30-year-old working mum who cares about sustainability and wants easy-to-use, eco-friendly products.”
Having a clear picture of who you’re trying to reach can help you make better decisions about how to connect with them.
Now that you know who your customers are, how do you reach them?
Here are some simple ideas.
Go where your customers are.
Think about where your potential customers spend their time, both online and offline. Are they active on social media platforms like Instagram, Facebook, or LinkedIn?
Do they read certain blogs, magazines, or websites? Knowing where your audience hangs out helps you focus your efforts in the right places.
For example, if your customers are young professionals, you might focus on LinkedIn and Instagram, while older adults might be more active on Facebook.
Next, speak directly to your customers.
Your messages should be clear and speak to what your customers need or want.
Use language and a tone that feels right for them, and focus on the benefits that matter most to them. For example, if you’re targeting busy parents, you might highlight how your products saves time or makes life easier.
The more your messages connect with your customers, the more likely they are to respond and to trust you.
Use different types of content to grab their attention.
Different people like different types of content. Some might prefer reading articles, while others enjoy watching videos or listening to podcasts.
Think about what your customers like and create content that suits those preferences. This could be blog posts, videos, social media updates, or anything else that engages them.
The goal is to provide useful and interesting content that keeps them interested in your business.
Try targeted advertising to reach specific groups.
Online advertising platforms like Google Ads and in social media let you target specific groups of people based on things like their age, interests, and behaviours.
This can help you get your message in front of the right audience. Start small to see what works best, and then build on those successes.
Build relationships by engaging with your audience.
Interact with your customers by joining online communities, responding to comments on social media, and encouraging them to share their experiences with your products or services.
Building a community around your business helps create loyal customers who are more likely to recommend you to others. People tend to trust businesses that are friendly and responsive, so make sure to engage with your audience regularly.
So, how do you know who your market is and how to reach them?
It’s all about understanding who your ideal customers are, where they spend their time, and what they care about.
By focusing on these key areas, you can connect with your audience more effectively and help your business grow.
That’s it for today’s episode of "Website Success in 5 Minutes." I’m Shaun Carvill. If you found this helpful and want more tips to make your website even better, don’t forget to subscribe.
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