Do You Really Know Who Your Customer Is?

Nivo Digital

18 June 2020

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To sell any product or service, first, you need to know who you are selling to.

At Nivo Digital we run customised workshops to help you define your audiences. This allows us to work with you to create effective strategies to grow your business. 

To Define Your Audience, First, You need to Define your Brand

If you have not read our article on how we drive down the messaging surrounding your brand (URL), you should start there. We firmly believe you need to understand your brand before you start defining your audiences.

Who are you selling to?

Your customer basis is constantly evolving and it’s important to understand your brand and your position in the market to effectively reach them. Part of this is continuing to define and redefine who your customer is.

Common mistakes made when targeting audiences

  1. Thinking your customer is only one kind of business or person
  2. Not recognizing the differences in your customers to properly target
  3. Failing to redefine who your customer is as your business grows

How Nivo Digital helps brands define their audience

We work with you to create and flush out customized messaging for your brand to target your potential clients. One great way we do this is holding customized workshops for clients where we rework the definition of their customer. Here’s a snapshot of how we do i

Categorising your customers

For most businesses, the customer is more than just one type of person or business. Understanding the different elements to these customers will help refine your targeting across all channels to effectively capture their business.

  • If you’re e-commerce it could be the first-time buyer, returning customer, highest value customer.
  • Could be sector-specific targets
  • Could be B2B and B2C
  • It could be customers that buy products and customers that process

Know what your customers don’t want

Understanding your client can be understanding what they don’t want. This is why part of our workshop surrounds defining the following:

  1. What are your customer’s pain points?
  2. What does your customer care about?
  3. Why would your customer not buy from you or not hire you?
  4. Why would your customer stop buying or doing work with you?

How do your customers and your brand fit together?

This is the full-circle moment. When we take both parts of the workshop – who you are as a brand and your customer definitions – and combining them