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Know Who Your Customer Is? The First Step to Not Failing in Your Marketing Endeavors


MARCH 2017

For new and existing businesses alike, building the right customer relationships is essential to growth and success. Your brand not only increases trust and loyalty this way, which results in repeat business, but also can lead to customer advocacy in their networks, allowing new customers to come into the fold.

As a new business, the first step to business customer relationships hinges on implementing effective marketing tactics. With this comes a key question. It’s one of the biggest questions you’ll ever face. It has huge ramifications. It can forecast the destruction or success of your business. It’s the simple question where the heck do I start with my marketing?! What channel do I pick? How do I know?


So you want to figure out your best marketing strategy in order to find customers but how do you do that if you don’t even know who they are? By knowing your customer inside out you will be able to create effective marketing tactics to acquire, retain, and engage them. Therefore, before you do anything with your business, you need to identify your hero customer and take the time to really get to know them. By understanding what they want and need, you can help your brand to reach any and all business goals.

So how do you find out who your hero customer is? By asking all three questions in order, we’ll get to the exact answer you’re looking for. Here are all three questions in order: Who are your customers? Where do they hang out? What marketing channel should you start with to reach them? When you answer the first two questions, you can easily answer the final one.

How do you answer these questions? A few simple ways should do the trick.

Listen to Feedback

Use the internet to do research on what public opinion is on your business, product, or brand. Send out a survey to a sample population. Even feel free to ask those in your network questions related to your product or business idea, and then listen to their personalized feedback. If you collect enough data about what your customer wants and the opinions of those who are not customers, you can finely tune your product, service, or brand to meet their needs.

Test What Works

Put product, service, or brand out in the world and see how the public reacts to it. Remember though to be strategic and careful when doing this since the testing phase may scare some people off. Your test phase is not only for you to find out who your customer base is, but it’s also a time where you can innovate and evolve your concept.

Keep Getting Data  

Even if you think you have found the ideal customer population, it is vital to keep collecting data and tracking how your customer is evolving. By continue to listen to what people say, collecting those reactions and opinions, and applying those insights to your business, you can keep your products, services, or brand fresh and your marketing will reflect this. An added bonus is that from a customer viewpoint, brand engagement and advocacy grows when the customer feels like the brand has listened to their thoughts and acted on them. You can create this with your customer by continuing to keep communication and feedback channels open and then you are one step closer to developing lifelong loyal customers.

 New business marketing is inherently customer-centric. Brands no longer solely control the conversation and the channels of communication around their products or services. By starting right off the bat by investing resources in knowing who your customers are, you will save time and money by avoiding ready to fail marketing avenues. Too many businesses launch without going through these simple steps by getting too caught up in becoming the next big thing or making money. These businesses forget that they are marketing to people and people want to feel special and that the business considers what they think important.

The reason for this mistake is that businesses focus on finding their ideal customers but then fail to position them as the key player in their marketing narratives. The harsh truth is that your customers only care about how you’ll meet their needs and if your product or service does, then that is great. If you do not demonstrate what those needs are and how you can fulfill them, the customer will move on. So if you want your customers to buy in to your brand, products, or services, your marketing has to revolve exclusively around your customer.

Annie Ianko

Chief Content Officer

Annie has 19 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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