The first of the three T’s of customer engagement that we are going to explore is target. Identifying who you are trying to target is critical in in making sure your messages are reaching the right people.
The more thoroughly you know your target market, the better you can expect your cut-through to be. In real terms, this will translate to more leads and/or more sales.
How do I identify my target market?
If you’ve been working in your industry for some time, you should have a pretty good feel for what you target market might be. If you’ve never thought about it in detail before, it can be good to go through systematically and put all your knowledge down on paper. You might have a much better idea than you ever thought.
Even if you are very experienced, you should be backing what you suspect with hard data. Your existing sales records, surveys of past customers, or even stats from customer profiles on social media are examples of sources of data that could help you.
Start with basic demographics – what age range is your market? Are they primarily male, female, or both pretty equally? Are they single or partnered? Do they have children?
One you have the basics down, move on to more detailed questions. What is their approximate income? What industry do they work in, and what can that tell you about their habits? Where do they live – is it local, state-wide, national, international? What level of technology are they comfortable with?
Drill down to get as specific as you can, without jumping into guess work. Use this information to start building up a detailed picture of your main target audience. This picture can be used to confirm or challenge your assumptions about your customers.
With a detailed map of your target market, you can work on your messages with confidence – or at least, with a solid foundation on which to test. Understanding your target audience will allow you to find a suitable tone for platforms like email marketing and social media; let you create advertising and branding messages that resonate; give you information to identify the correct channels for your message; and even give you a basis for hypotheses to start gathering data on things like the most effective time to send your marketing messages.
Optimising things like these will allow you to continually improve upon your customer engagement, by making sure your messages meet the right people, through the right channels, in an enjoyable or interesting way.
Next in this series, find out more about how tone affects customer engagement.