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Understanding your customer

Do you know your customer as well as you know yourself? Well, you should!


Get to know your audience. If you struggle to articulate who your audience is then you will struggle to deliver a message that is relevant. Understanding the reason why your audience would be interested in your product or service is critical. Without this, not only will your digital marketing suffer, but your business will find it difficult to find its feet.


The easiest way to ensure you're on the right track is to create buyer personas. Buyer personas are fictional, generalised descriptions of your key customer groups. The more specific you are, the better! Some example questions to ask yourself that may help you formulate your buyer personas:

  • Job

  • Age

  • Relationship status

  • What are their challenges in their day-to-day life?

  • How does your product or service help them overcome any of these challenges?

  • What would they like about your product or service?

  • What would be their objections about your product or service?

  • The Elevator Pitch: If you had one minute to explain to this person how you could benefit them, what would you say?

Don't forget - you're a human being trying to help another human being. Make your business and marketing decisions with the consumer at the centre of your thinking. Consumer centric strategies will pay big dividends in the long term.



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