Know Your Customer

Successful marketing begins with knowing and understanding your customers so well that it becomes easier to drive them to action by directing the communication of a product or service in a way that impacts a specific strategic goal. 

To create tactics that support your marketing strategies, you have to start with a profile or general description of your ideal customer. The journey from not knowing to knowing your target customer’s demographics, preferences, buying behaviors, and more will help you craft effective communications.

Most brands have more than one ideal customer segment, so the outline below offers an example of how a set of customer profiles might look:

Each customer segment is unique in its description and preferences but also unique in the way you need to communicate to them via their preferred channel (print, digital or other). Without this information, it would be difficult to define the tactics that will most effectively drive your customers to action.