Customer acquisition management is only as effective as the profile you have of your ideal customer. Otherwise it’s just a bunch of resources tossed into the wind, hoping that something might magically stick somewhere.
We talk a lot in this column about the various different channels available for customer acquisition, but the reality is that none of them will be effective without that profile. Who do you target with your list acquisition, your social media marketing, your SEO? Even if at one time you had an idea of what your ideal customer looked like, that may have changed over time. When was the last time you revisited the profile?
You may be unsure of how to create an accurate profile.
A good place to start is to identify the different segments among your existing customers, which you do by looking for groups with similar characteristics. Segmenting your market should help you identify the similarities (and the differences!) between your different customer groups. This is turn will enable you to identify what aspects of your offer appeal to each of the groups, and adapt your approach to what it is that group responds to.
The more you know about your current customers, the better you’ll be able to reach out to new ones. Have you ever tried doing market research? If not, you may want to consider it: research can reveal the needs, tastes, and spending habits of different groups of customers. The information you glean will indicate which customer segments are most likely to respond to which offers, marketing approaches, and sales activities.
Once you have a handle on your best customer groups, then check out how your competition is handling them. This will round out your customer profile by showing you how they respond in real life to real-life offers, and will help you craft your own approach to them.
Know thy customer is probably the first of any marketing rules, and it doesn’t hurt to refresh it from time to time. Segmentation by age, gender, economic status, device used, and more can help you reach the right new customer at just the right time for conversion. And who isn’t looking for that?