From the course: Small Business Marketing (2020)
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Identifying your buyer
From the course: Small Business Marketing (2020)
Identifying your buyer
- It's no mystery that the success of a business hinges on having customers. And in order to have customers, you need to find them. And in order to find them, you have to message them. And to message them, well you have to know them. If you're marketing, without really knowing your customer, stop. You see the process of finding and knowing your customer is accomplished through customer segmentation. Customer segmentation is taking your broad target market and breaking it down into smaller groups of people that have a lot in common. When you have focused customer segments, you save money because your marketing is more effective. To start segmenting, you need to define your ideal customer. You take the broad market and divide it into segments organized by multiple attributes, and these attributes combine demographics, psychographics, behaviors and needs. Demographics factor in age, gender, marital status, income and…
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