Who & Where are your Customers?
Marketing to the right people at the right time will give you the best chance of being successful in your objectives.
But how do you know what is right? How do you know where your customers are hiding out in their digital world?
We’ve outlined the practical beginners steps to finding your customers. As usual, we’ve used Google Analytics, but there are lots of other tools out there that will give you the same information. We just find GA very easy to use.
Who are they?
Knowing who your customer is, is the first step to getting your marketing messages right. If you try and market to everyone, you will appeal to none, and your message will get diluted by the other content pushed online daily.
Specify your audience.
- If you’re a builder – You’d be targeting home owners, possibly 30 yrs+ (as they have the disposable income)
- If you’re a hotel – You’ll have a genre that you focus on, are you young and hip for modern business? Or are you aiming at families?
If you need to split your audience into 2 groups, that an be done, and a different message crafted for each…
- If you’re a cleaner – You’d be targeting those 20-40yrs with disposable income but no free time or desire to ‘waste time’ with housework. Your 2nd group might be those who are unable to clean any longer, such as the over 70’s.
Once you know who your customer is, crafting the right marketing messages is so much easier!
Where are they?
So you know who your customer is, but how do you pinpoint where they are online?
If you have a website, ensure you have Google Analytics tracking on it. If you have a GoDaddy, Wix or WordPress website, they talk you through how to do this. You’ll need a few weeks data at least to get some accurate information.
Open your Analytics dashboard and select ‘Acquisition’ from the left hand menu, then click ‘overview’.
This will show you an overview of your traffic sources. (‘Traffic’ is simply the technical term for the people coming to your website)
Have a play around in here on your first visit. Honestly, it’s the best way to find stuff sometimes! You can drill down into traffic sources, such as social media or direct traffic.
From here, you can find out exactly how your customers are finding you, which allows you to see how to reach out to more of them. If it says your people are coming from Facebook, then use Facebook, if they’re coming from a particular search term, then make sure you capitalise on this and use it in your content.
Another critical element of finding out where your customers are and where they have come from is to use event tracking. You set up some goals in Google Analytics, to track a particular event on your website, for example, every time someone watches a video, or makes a purchase, or fills in a form. It might seem like a whole load of faff to set up, but so worth it. If you can find out exactly what your customer is doing online. You can then use this information to target them, without them realising it! Win!
But whatever you do – don’t forget to measure. Control what you do by having measurements in place. This will make sure you don’t waste time and/or money if something doesn’t work.
Google analytics tracks traffic coming from various places.
“Direct” is someone that has typed your domain directly into their search bar. This could be someone who has it saved as a bookmark, or someone who has seen it on a van or business card.
“Organic” is someone who has found you through a search engine, by searching for terms like those you would use to search for your business