Understanding your core audience is not just a topic that marketers discuss frequently; it’s a fundamental pillar of successful marketing. Yet, despite this being a widely acknowledged goal, many companies surprisingly lack a deep understanding of the people they are trying to reach.
Think of it this way: You’re at a restaurant you’ve been to weekly for fifteen years. The owners know you by name, the wait staff have a pretty good idea of what you’re going to order before you open your mouth, and they even notice if someone from your family isn’t with you this time. Now, is this essential to your dining experience? Probably not. But it does build a sense of trust, familiarity, and gives you that warm fuzzy feeling. You want to be noticed, appreciated, and cared about.
If you think about it on a wider scale, this feeling of familiarity can come through in advertising. It’s in empathetic messaging like “We know your chronic back pain interferes with enjoying life to the fullest”, or “Let us take one thing off your plate today so you can focus on your family”. It’s all about getting your core customer to think ‘Wow they really understand’.
But how do you find the right messages? When it comes to finding the right way to talk to your audience, you have to take into account that you’re blending two worlds: yours and theirs. The great thing about this is that if they are your ideal customer, they will already value something that lines up with your business. If you’re a real estate agency, you know your client is either looking to sell or buy a home. You also know that real estate is often overwhelming to the average person and that your expertise can relieve some pressure. Placing value into your business doesn’t always mean speaking about the tangibles. Sometimes, it’s speaking to the ease you can bring to their life.
Marketing is a field deeply rooted in psychology. The more you understand the ‘why’ behind your customers’ actions, the better equipped you are to address their unspoken needs. While it’s impossible to resonate with everyone, the right messaging can strike a chord with the majority. Listening to your current and past clients can provide invaluable insights into your customers’ mindset, especially when you’re too immersed in your industry to see the bigger picture.
Tip: Ask your loyal/frequent customers to write a testimonial or review for you. You will likely be able to identify what they value most in your service from their review. Use this information in future marketing efforts.
Once you’re able to gain an understanding of your core customer, you’ll find that building a loyal customer base becomes exponentially easier. The messaging, tone, and overall presence of your brand will become something bigger and more impactful.Want more help understanding how to reach and talk to your ideal customer? Reach out to [email protected] to get started!