No one wants to waste their money on advertising aimed towards the wrong people. That’s why you have to do the necessary research and find out who your best customer actually is and why they want to buy from you.
Unfortunately, analytics software only shows certain aggregated data and provides no real insight into the desires and motivations your customers have which is why you need to go into your own database and pull out raw numbers in regards to your best customers and ask them about their overall experience.
You need to segment your customers so you’re able to find out the information you desire in order to attract more interest towards your business. Once you understand the different customer segments, you can then invest your time, money and energy into building a relationship with them.
If you don’t have a clue as to where you’re supposed to be going or who you’re supposed to be targeting, then the best thing to do is stand still, take a step back and do an assessment. You don’t want to spend any more money in an area which could make this worse.
Some businesses just play the guessing game and hope to stumble across the right customer, but reality kicks in and whilst they could have an impressive reach, their engagement, traffic and conversion is relatively poor.
You’re going to want to dip into a number of different areas to understand your buyer persona. The first area you want to start is on Google Analytics. Google analytics can be used to indicate:
- Traffic sources
- Where your site visits came from
- Pages viewed
And so on.
Once you have an idea of the type of customer you’re looking for, you then need to go beyond the aggregated numbers and understand who your customers are, as this provides you with the information with what your customers actually need. How are they drawn to your business? Why do they stick with you? Why would they recommend you to other friends and family? Etc.
You can find out all of this information by analysing your customer database and looking at their purchase patterns to help you understand what they want to buy, how often they’re purchasing it and of what value.
If you correlate that with your demographics then you’ve already created your first customer segmentation. Once you’ve begun segmenting, then you’re able to create and craft messages for each area to give yourself the best possible chance at conversion.
You can always ask the customers questions or run surveys and use the information given to provide a better experience. If your customers know that these questions and surveys are only going to improve their experience then they’ll be more than willing to participate.