How to target your customer base in online marketing

Step 1: What kind of fish do we like – find the right customer base.

So some people must be asking, what determines my customer base? Products, of course. For example, "training running shoes" are your product, and if you target a customer base that needs sneakers, you don't know what a "prospective" customer is.

For enterprises to do network marketing, it is very important to find the right people. According to the above example, the product is characterized by "training", then the target customer group is directly targeted at the training running shoes, and other speed running shoes, comfortable running shoes, etc. are not their most fundamental needs, "training running shoes" is specially customized for this target customer group. Enterprises must find the group that the product is directly targeted, they are your target customer group, and they are "prospective" customers.

Step 2: Where will these fish move – the range of activities of the customer base.

Different customer groups have different characteristics, and even the same customer group will have different characteristics due to different genders, ages, etc. For example, a military hobby is a characteristic of a certain customer group, and most of this group may gather in professional forums such as iron and blood, but because of the difference in gender and age, some of them may go to Sina's forum and some to NetEase's forum.

Therefore, if enterprises really want to find out the scope of activities of customers, they need to do a detailed analysis, which can start from their gender, age, social class, spending power, hobbies, etc. The purpose of finding the scope of activity of the customer base is to save the cost of publicity and achieve twice the result with half the effort.

Step 3: What kind of characteristics and habits do they have - the client's hobbies, personality traits.

Analyzing the interests and personality traits of customers is to help companies make targeted promotions. Look at Zhuge Liang in the Three Kingdoms period, why did he dare to play the "empty city plan" with Sima Yi? It was because Zhuge Liang understood Sima Yi's suspicious characteristics, and he also knew that Sima Yi understood Zhuge Liang's cautious and risky personality, so Zhuge Liang prescribed the right medicine, and Sima Yi was finally fooled.

Of course, personality and hobbies are too broad, and it is enough for enterprises to analyze the hobbies of customer groups, for example, grandfathers and old ladies love to dance square dances, which is a group's hobbies.

Step 4: Which bait the fish like the most – the fundamental needs of the customer.

Enterprises need to understand that fishing should use bait, and bait is the main reason for deciding whether the fish is hooked or not. So, what is the "bait" of the company's products? How can you attract your target customers to take the bait?

A customer becomes your customer because you help him meet his needs. The customer needs you because he has an unsolvable problem, and you just have a solution that can satisfy him, which is the most attractive "bait" for the customer. Everyone has problems, and whoever can help others solve their problems will be able to attract more people.

Before starting online marketing, you must first clarify the customer group positioning, that is, where is your customer base? Do you have a customer base on the Internet? Is the product suitable for online sales?

In the analysis of market competition, to see whether the same industry on the network has reached saturation, if the competition is already too large, then it will be relatively difficult to market.

Generally, as long as it is not a criminal or illegal product, it is suitable to be sold on the Internet, and even cabbage agricultural and sideline products are sold online, and what else can not be sold.

Competition analysis, as long as you search for the name of similar products on the Internet, or use keyword analysis tools to search for the competition degree of similar product keywords, if the competition is too large, then when formulating marketing strategies, you should subdivide the means and move closer to the long-tail market.

Choice of promotion method:

At present, the main ways of network promotion are: Alibaba, Global Sources and other third-party platforms, search engine optimization, portal **forum advertising, blog and forum marketing, email marketing and so on.

In the case of abundant funds and energy, marketing can be combined with a variety of promotion methods. However, in the case of insufficient funds and manpower, it is recommended that small and medium-sized enterprises mainly adopt search engine optimization methods.

Compared with third-party platforms and portals, search engine optimization has the advantages of lower cost investment and higher rate of return, and by constantly subdividing long-tail keywords, you can also continue to subdivide the potential customer market, match more accurately, and cover a wider customer base. It is currently the most popular and effective way of enterprise network marketing.

Hello, customer group positioning: simply put, it is the group of people who will buy your products, that is, consumers, what you need to do is to find them out, mark them, and form a consumer portrait. Generally, the target group is located from two aspects: consumption attributes and consumption behavior.

1. Demographic characteristics of consumption attributes: age, gender, race, nationality, location. Social characteristics:

Income, occupation, social class, family characteristics, lifestyle. Personality is characterized by impulsiveness, conservativeness, positivity, calmness, enthusiasm, calmness, etc.

Cultural characteristics: education level, religious beliefs, ethnic culture, subculture, niche culture, hobbies, etc. 2. The role of consumer behavior:

Information providers, purchase decision makers, purchase executors, decision participants, users, evaluators. Factors: timing of use, intent of use, frequency of use, brand stickiness, user experience, etc.

For example, the product is a 300,000 business car. Then the consumer portrait should roughly be: male, over 30 years old, urban population, middle class with an annual salary of more than 30, with a stable family and career, calm and calm personality, is the main user of goods, but also the decision-making of purchases, often drives, has a strong sense of car brand and related brand knowledge.

Summary. When initially determining the target customer group, we must focus on the strategic objectives of the enterprise, which includes two aspects, on the one hand, to find the consumer groups with common needs and preferences that the corporate brand needs to target, and on the other hand, to find the groups that can help the company obtain the desired sales revenue and benefits. By analyzing the disposable income level, age distribution, geographical distribution, and expenditure statistics of purchasing similar products, all consumers can be preliminarily segmented, and consumers who are unable to create sales revenue for enterprises due to economic capacity, geographical restrictions, consumption habits, etc., retain the consumer groups that may form purchases, and carry out some one-dimensional decomposition of the consumer groups that may form purchases, and the criteria for decomposition can be based on age level or purchasing power level. It can also be based on reasonable consumption habits.

Since the analysis method is more qualitative analysis, the boundaries of the selected and retained consumer groups may be blurred, which needs to be further refined and explored.

When the initial target is determined, we must pay attention to the strategic objectives of the enterprise, which includes two aspects, on the one hand, to find the consumer groups with common needs and preferences that the corporate brand needs to target, and on the other hand, to find the group that can help the company obtain the expected sales revenue and benefits. By analyzing the disposable income level, age distribution, geographical distribution, and expenditure statistics of purchasing similar products, all consumers can be preliminarily segmented, and consumers who are unable to create sales revenue for enterprises due to economic capacity, geographical restrictions, consumption habits, etc., retain the consumer groups that may form purchases, and carry out some one-dimensional decomposition of the consumer groups that may form purchases, and the criteria for decomposition can be based on age level or purchasing power level. It can also be based on reasonable consumption habits. Since the analysis method tends to be more qualitative analysis, the boundaries of the selected and retained consumer groups may be blurred, which needs to be further refined and explored.

1. Gender of the user. The first step is to clarify the gender of the target customer group. Maybe many people will think this sentence is funny, in fact, my original intention is to tell enterprises that before building a website, they must understand who is really paying for it.

2. Spending power. The spending power of the target user group is directly related to the class in which the pants are sold. Third, the user class.

Depending on the class or occupation of the target customer group, the positioning is also different.

Why find your target audience?

With the development of the Internet and the intensification of competition in the consumer market, new brands, new tracks, new channels, and new marketing methods are emerging in an endless stream. In the rapidly evolving market landscape, how to establish competitive barriers and continue to maintain growth needs to re-establish the background of the rise of new consumption in the digital era, take insight into consumer experience as the core, reshape brand value, and carefully lay out growth strategies.

Only by comprehensively and meticulously mining the changes in consumers' minds, such as consumers' age, gender, consumption habits, living conditions, interests and other information, can we provide the right direction for the next internal innovation. A high-quality consumer experience is the key to enhancing brand loyalty, and it is also an important foundation for enterprises to maintain a stable profit model. With the development of the Internet and the intensification of competition in the consumer market, every social media release, every social interaction, and every online purchase of consumers reflects their consumption habits, attitudes, and behaviors.

Collecting, analyzing, and making effective consumer experience decisions is a business necessity for enterprises, and it is a differentiated way to leverage growth.

How to analyze the target customer group?

Traditional market surveys are time-consuming, labor-intensive, costly, have a limited sample size, and have the potential for respondents to hide their true thoughts.

Social ** big data - in line with user communication and online behavior habits, no manpower is required, data can be automatically collected around the clock, data volume and analysis dimensions are richer, more objective, and more credible.

Traditional user data collection has the following challenges:

01 There are many online and offline customer experience touchpoints, and fragmented information is scattered in various departments of the enterprise, so it is impossible to use integrated data to quickly understand consumer needs and customer experience, and empower management decisions.

02 Traditional surveys have a small sample size and long implementation cycle, and the statistical results often lag behind consumer trends, making it difficult to transform them into actionable insights to empower product innovation and marketing growth.

03 The market intelligence data source is weak, it is difficult to cope with the rapidly evolving market competition pattern, and there is a lack of unified tools for competitive product benchmarking, and it is impossible to know oneself and the other.

So, how to get accurate user portraits, tags and analysis

Consumer experience insights based on real-time big data and machine learning algorithms are an effective solution for enterprise resource allocation for truly "consumer-centric" organizations. Consumer experience insights can help enterprises quickly collect and understand consumer demand, product reputation, competitive product dynamics, new product trends and consumption hotspots, and then drive professionals in marketing, R&D, customer experience, retail operations and other functional departments to seize business opportunities and respond to the rapidly changing consumer market.

Explain how to target your store as a customer group from multiple dimensions.

Whether it is a business or a business need to carry out Internet marketing, before marketing, need to locate the network market, this time it is necessary for enterprises to analyze and plan first, the following details how to position the network market? Can the target market be centrally targeted?

First: Do you need to consider whether your chosen target market is online? Does the target group have access to the Internet? If you're targeting people who want what you're selling, but you're selling online and your target customers aren't online, you can't sell to them online.

For example, many farmers in China do not have access to the Internet, but they need to grow agricultural products, such as seeds, fertilizers, and pesticides, but the target users are not online, and you cannot sell them through the Internet. You can only target crop stores.

Another example: the product you sell is a fever reducer, but the fever patient cannot buy the fever reducer through an Internet search, they will choose to go to the hospital or pharmacy, so the product is still not sold. You can only target pharmacies and hospital buyers.

Secondly: Can the target market be centrally targeted? Does the target market have a place for people to congregate online? Where they gather, can you use the method of online marketing to directly or indirectly send marketing messages to them?

If the target group does not have a clear gathering place on the Internet, the message cannot be conveyed effectively. Even if it is conveyed, it is not very efficient. Analyze whether the target group often gathers in certain forums, blogs, post bars, news, etc., which is a marketable target market.

Finally: If your product is selling toothpaste and your target market is also online, you can advertise it according to the characteristics of the product. However, people don't want to get together to discuss toothpaste, so you can find the target group at Dental Care**.

Even though everyone needs toothpaste, and they need it every day, few consumers will gather online to discuss them, and everyone will basically use the brands they're used to.

They may use them all the time unless for a special reason. This kind of product is difficult to market. Generally speaking, it is only through all-round advertising and actual marketing that the impression can be established in the minds of consumers, and the impression can be continuously deepened, so that consumers can form a set of thinking before buying.