Three tips for learning more about your technology company’s audiences
It’s human nature to make assumptions about people, but when it comes to marketing high-tech products and services, assumptions about your target audiences can cost your company money. Taking the time to find out what makes your customers tick will give you with the insights you need to win, and keep, their business.
Three Ways High-Tech Companies Can Get to Know Their Customers
- Create Customer Personas
Customer personas are an opportunity to write down everything you know—or think you know—about your customer. This can help your marketing team identify misinformation and determine areas in which you have been making assumptions about your target audience.
Customer personas are a character sketch of the individual target you are trying to reach. When possible, your final personas should be based on hard data or frontline experience and include as much detail as you can provide. It’s not enough to know that your target audience consists of middle-aged men. Your marketing team should know whether those men live in an urban, suburban or rural setting, what their income range is, where they shop for clothing, the kind of cars they might drive and even what stresses them out at work.
Give each persona a name and a picture. This will help your marketing team visualize the prospect as a person they might meet on the street, making it easier to formulate marketing experiences that will resonate.
- Conduct Surveys, Focus Groups and Interviews
As you move through the process of creating customer personas, you will discover some things about which your high-tech marketing team has been making assumptions. Most often, this will revolve around your customers’ unmet needs. Often marketers define their customers’ unmet needs in terms of the products and/or services their company provides, but that may not be the reality.
Your marketing team can conduct surveys, focus groups or interviews to find out more while remaining objective. Ask questions in a way that encourages customers to be honest about their experiences. If you ask a multiple choice question and a customer doesn’t relate to any of the answers, he or she may become frustrated. Your goal is to get at the real drivers behind customer behavior without steering the boat from behind, so be sure to allow for unexpected answers.
Getting a full understanding of your high-tech audiences will help you uncover the real way in which your customers’ unmet needs intersect with your product offerings, making your marketing and/or PR campaign much more impactful.
3. Study Your Company’s Data
Once you think you have a clear picture of your target audience, take a step back and look at any data you may have about their online behaviors—including how they interact with your website and where and how they spend time on social media. You may find some surprising information about how your customers make decisions or prefer to consume media.
Your high-tech marketing team can also benefit from any data your company gathers during direct sales, phone sales and retail sales. That information can help you solidify your personas and empower you create more personalized offers that will drive customers to act.
The ultimate goal is to use all the resources at your disposal to accurately portray your target audience’s demographics, psychographics, online preferences and unmet needs. Making sure this information is as accurate and objective as possible will give you a competitive edge and help you create marketing initiatives that really move the needle.