One of the most important steps in a communication strategy is to define the marketing target. Indeed, a communication plan cannot be established without identifying its target. Several criteria are expected: the area and geographical criteria, interests, needs, expectations, etc. It is therefore advisable to establish a profile of a typical customer called a persona.
Here are the essential notions to identify your marketing target:
- Why is it important to define your target?
- Analysis and monitoring of data
- Building a persona
Why is it important to define your marketing target?
Knowing your marketing target perfectly allows you to find customers, keep them loyal and have an adapted communication. The more you know your customers, the better you can produce a communication and a message that will be effective for them.
It is all the more important to know your clientele to avoid losing them... Carrying out a relevant and personalised communication strategy is essential, as these data* prove:
- 52% of customers are ready to switch brands if the company does not personalise its communications
- 65% of B2B buyers are willing to switch brands if the vendor does not personalise its communications
Take Netflix as an example
Netflix also uses customer behavioural data to make ultra-personalised recommendations. Thanks to excellent analysis of its customer database, Netflix has one of the lowest attrition rates** in the industry.
**Attrition rate (or churn rate): indicates the proportion of customers a company has lost over a given period.
Steps to identify your customer base
Analysing your offer and your target
Analysing your products and services is the first step in your approach. There are several questions to answer in this analysis:
- What needs do your products meet?
- Is your market aimed at individuals (B to C) or professionals (B to B)?
Collect data from your customers (online and offline)
On-line data defines data collected via the internet. Off-line data is data collected outside the internet.
The collection of this data allows us to know the user's path on your website and thus, to know their behaviour and their interests. This data is identified, for example, by the time spent on a page, the click rate, the pages visited, etc. Off-line data is obtained through traditional channels (physical sales outlets, customer reviews, etc.).
Segmentation of your customers
Segmentation of your customers, an analysis that highlights your customers according to different criteria:
- Socio-demographic (social status, age, gender, etc.)
- Behavioural (needs, expectations, buying behaviour, etc.)
- Psychological (personality, interests, etc.)
- Any relevant data that can be incorporated into your communication strategy
Choose a persona or buyer persona
The buyer persona is a typical customer profile that is essential in building your marketing strategy. Indeed, the persona is the target for which you will create content. A persona is not only based on intuitions, it is built with precise and objective data.
Identify your customers' needs
Knowing the needs and expectations of your customers helps to achieve long-term conversion results. To identify their needs, you should not neglect customer reviews (positive or negative). Social networks are tools that allow you to exchange with your customers and/or gather other information.
We strongly advise you to create questionnaires or surveys. These are very attractive and effective techniques for getting to know your customers a little better.
This step is also interesting for the development of customer loyalty.
Data analysis and monitoring
Customer satisfaction is the key to your company's success. Customer database analysis is an essential activity that enables you to achieve this satisfaction.
What you need to know:
- Contact data: name, postal address, email address, telephone number
- Profile data: first and last name, county and town, title, age, profession
- Anonymous data: IP address and cookies
- Engagement data: how your customers interact with you via your website, social networks, newsletter, after sales service
Use marketing performance analysis tools
The analysis tools are called KPIs.
KPIs (or performance indicators): tools used to measure the overall effectiveness of a marketing system. They can be used on a one-off or continuous basis depending on the campaign.
Here are the essential KPIs for good performance monitoring (for a website):
- Time spent per page: check visitor interest
- Pages per session: check the interest of visitors
- Conversion rate: percentage of visitors to a company's website who carry out an action on the site (e.g. request for a quote)
- Bounce rate: percentage of visitors to a website who only consult one page and leave without consulting other pages
- Open rate (email): number of emails opened
- Click-through rate: number of clicks recorded by the number of times the item was displayed
- Cost per click: price paid for a click on an advertisement
These performance indicators should be sorted according to your company's objectives. These KPIs measure and show whether your ROI is adequate. Thanks to these figures, it will be possible to adjust your campaigns so that they are more adapted to your marketing target.
Building a persona
The creation of a persona allows you to orient your communication according to the audience, to meet very precise needs, to improve your web performance, etc.
The criteria for building a buyer persona
- His first name?
- Her demographic information?
- What does her typical day look like?
- Her objectives and issues?
- Their objections?
- How they look for information, a product, a service ...
How to create a persona?
Several sites offer to create personas. You will find this buyer persona proposal on xtensio.com.
*Sources : cartelis.com