How to Analyze Shoppers’ Character for Better eCommerce
Paid advertising, content marketing, etc. etc. There are lots of ways to attract customers. Do you really know who your customers are? What are their characteristics? Without knowing exactly who your customers are how can you maximize your ROI in advertising and create effective content.
To understand the customer groups, most of the companies have started to create the persona of the customers mainly to understand their characteristics. These are generalized characteristics that offer a picture of your ideal markets. This includes information like age, income, location, reasons for buying, and their concerns and interests.
Here we will tell you how to analyze customers’ characteristics for your online business that will help you to target your ads and create more compelling content for your ideal customers.
Why is it Important to analyze customers’ character?
We all know that our online space is becoming more and more crowded. There are a large number of small online retailers, thus, it is important that you have targeted communications. Anyone can create campaigns to target customers who are ever growing. There are a lot of platforms available to do so. Now, any small startup company even with a small budget can easily run paid advertising that offers advanced targeting with the help of sites like Facebook. Thus, it is necessary that you know who you should target.
Customers’ character continuously evolves and changes
Remember that customers’ character will change when you get more information on your major customers’ group and the things that motivate them. When you first start creating personas for your startup business, your customer characters will be based on their personal thoughts and feelings. Then, as the business progress, you will be able to learn a lot more about your potential customers. With this knowledge you can re-define the personas of your customers to ensure effective targeting.
Define Your Personas
To begin with, your buyer personas, start it from as broad as possible, after that you can drill down to make more specific groups. You can also have multiple buyer personas. For example your company may have one group who are the end customers who buy your products for themselves or buy and gift others. There can be another group who will be ready to buy from you and sell your products in their retail outlets or online stores, they are the wholesalers. These two can be the broad classification of your buyers.
Since now you have the initial buyer personas broadly defined, you can now define key information about them.
Drilling Down the Persona for Details
For this you need to do a lot of research to find out information that you can practically use. Social media sites like Facebook, Pinterest and Twitter are the fastest growing networks and easy to use. Also, here you have lots of targeting options for your customer persona. These are a great place to start to look for customer persona based on both demographics and psychographics.
The overall purpose is to understand your customers, to communicate with them more effectively, and target your ads precisely.
If you have already established your online business, there are some must use tools that you need to set up to better understand your current customers. These tools include Facebook Insights for your Facebook page, Google Analytics Audience Reports that offer information on demographics and psychographics of your website visitors.
To have an in depth knowledge about the psychographics, it is best that you engage with your existing customers. Call them or conduct survey using tool like Survey Monkey. Since they have become your customer, you don’t want to lose them, so understand what motivates them to do a purchase and their concerns, so that you can communicate with similar people.
If you have still not established your online business, a great way to analyze your customers is to look for your biggest competitors. You can use services like Compete or SimilarWeb to analyze the traffic on your competitors’ sites. You can also visit their blogs and social media pages. Check for the comments and interactions in their posts. You can learn a lot about their customers from their profiles.
Bring It All Together
The last thing that you need to do is to make the persona come alive and humanize it. When you have your buyer personas defined, you will have a better idea of how, for whom, and where you need to market to achieve great levels of success. With demographic details you can target your ads more effectively, and with the psychographic information, you can create more engaging content for particular persona.
With properly defined buyer personas you will have a better chance in your ad targeting and engagement on your social media channels that will finally offer greater ROI for your online ads.