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5 Steps Guide to Know Your Customers

Updated: Jul 5

Digital marketing is a broad environment, covering all the online presence including social media, blogs, google, and other channels. The digital experience is spreading even more now in times of crisis. Many businesses are improving their online presence and those which didn’t work on one yet, are starting to build one now.

Why is it important to have an outstanding online presence?

According to Internet Live Stats, there are 4.5 billion internet users in the world, out of 7.8 billion people worldwide. This means that more than half of the world population spends time online reading blogs, posting or consuming social media content, and searching for products or services like the ones you offer. The use of different platforms and social media channels varies a lot:

Source: Our World in Data

But is reading this graphic enough to help us understand which channel or platform we should be using for our business? The users of social media and other platforms differ based on their age, interests, job, region, location. Analyzing where people spend most of their time online might not be enough for deciding where to start posting your content, advertising, or engaging your target audience. You need to get to know your audience first.

Follow these simple 5 Steps to get to know your audience better.

Step 1: research

Understanding your customer details and demographics can start with just conducting simple research online. Let’s assume you are selling protein bars and want to know who’s interested in this product mostly. You can use tools like Google Trends to write your keyword, filter by Country, or Worldwide, and see where most of the searches come from.

Source: Google Trends

If you’re starting this process from scratch, you can also search online “[product name] consumer demographics” and check out the stats and articles related to that, to get an idea of who your product consumers are. If on the other side you already have a company page or profile on some online channels, make sure you check out the analytics section of the page or specific post: this will give you lots of insights about the demographics, interests, and other useful information.

Step 2: engage

Now it’s time to dig deeper into these profiles and get in touch directly with your audience. Join relevant groups on Facebook, communities on channels like Reddit, or forums focusing particularly on those cities you found in the first research. Check out all the discussions, participate in conversations - as a user not as a business - and get to know your audience better. This is a quick approach to getting to know your customers’ questions and understanding the customers’ needs and expectations.

Step 3: use the FAQ

If you’re a new business, Quora is the best channel where you can search common questions about your product, and understand the needs and problems of customers, in order to be able to provide a good product or solution to their problems. Also, a good competitor analysis will help a lot in this process. You can check out the competitors’ social media, see what people ask the most, or even look for the FAQ on their website. If you started your business a while ago and you already have some customers, make sure you save all their questions and inquiries in a document. Singular situations don’t help much but when you see all the messages in one place, it will help you understand customers’ needs and expectations, concerns, and problems, better.

Step 4: Interview your audience

It’s time to collect some qualitative data, and there’s no better way to understand your customers than with a video interview. Offer something in exchange for a 20 min interview with your possible customers. There are some specific questions you can ask, try to not add too many questions so as to leave space for discussion and talking. The questions I like to use are:

  • Why are you looking for this product?

  • Where do you usually look for this product?

  • What are the relevant features you search for before purchasing this product?

  • On which channels do you spend most of your time online?

  • What is more likely to influence your decision?

Find 4 or 5 relevant questions for your goal and take notes on the answers.

Step 5: Build a customer profile

Group all the notes you took during the interviews, community conversations, and the FAQs analysis. Decide to identify 1 to 3 different personas and focus on their needs, wants, and problems. This is the process in which you put yourself in the customer’s shoes and besides the needs and problems you also consider:

  • Age

  • Personality

  • Education

  • Family

  • Hobbies

  • Problems/needs

  • Solutions you can provide

Getting to know your customers' questions, needs and problems won’t only help you draw a suitable communication strategy in your marketing plan but also help the rest of the team understand your customer and align their work on the same principles. Understanding where your audience’s hobbies and interests are and finding the customers’ places, where they like to spend most of their time, will also help work on future marketing strategies.

If you’re trying this and you’re getting stuck in the process schedule a free meeting with Digithy, we’ll be happy to help.