How to Optimise For Your Customer
In this video, we discuss how to get a better understanding of your target audience and optimise your marketing strategy around that understanding.
Marketing your product or service without a clear picture of your customer is like firing a bunch of arrows at once and hoping that one of them lands. You might hit the target, but you’ll waste a lot of arrows in the process, and you won’t be able to tell which one was the one that hit the mark.
When you have a clear picture of your target market, you can line up one arrow, aim it well, and fire directly at your target - maximising results with the minimum resources required. And it’s easy to replicate - you know what worked, and you can repeat the process, again and again.
3 Steps to Optimise For Your Customer:
1. Get a Bird's Eye View
- What is their name?
- How old are they?
- What is their background?
- Where do they go for information? - Friends & Family? Social media? Google? Who do they trust the opinions of?
- What are their goals in relation to your product? What problems are they trying to solve?
- What are their challenges? What frustrations are they trying to solve?
- What could be common objections to your product?
- What key phrases would be most relevant and effective to describe your product to this person?
- What tone should you use in your messaging?
- What is your elevator pitch?
- What call to action is most relevant to your target person?
2. Make it Personal
- Develop unique messaging & creative for each segment
- Split test your ad creative, copy and ad for each segment.
- Gather information about your target segments so you can personalise further - by name, previous product purchases, etc.
3. Never Stop Learning
Use data to understand your audiences’ behaviour - ads they respond to, messaging, pages & products that they like.
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