Get the ball rolling in the right direction by getting to know your target market. Use online tools to create a demographic profile. Then convert the data you collect into strategic information. The tips in this article show that you can combine a little know-how and smart thinking with fee free tools and your existing client databse to broaden your awareness of your client base.
You have a product or service that someone out there wants. You need to know who and where those people are and how you can reach them. Start with what you know about your current clients. Create a demographic profile by polling your existing customers.
Know Your Clients
Make sure you keep your client contact information up to date. Create surveys and place them directly on your website or email them to your clients using the online tool Survey Monkey. Craft a survey using questions that pull the information you need to create a profile of the characteristics that make up your client base. Email is a useful tool, so long as you can avoid “junk mail” filters by letting your clients know to expect periodic messages from your company
A basic demographic profile survey will look at certain qualities:
- Location (this can be as specific as you want)
- Age range
- Gender
- Race or ethnic identity
- Income range
- Education level
- Career/Industry
- Social and/or religious affiliations
Ask Questions
Formulate your questions using clear, simple and unbiased language. Always use multiple choice formating for large samples. For more detailed qualitative information and smaller groups, allow comments on answers.
Q. What is your religious affiliation?
- Christian
- Muslim
- Hindu
- Buddhist
- Atheist
- Other:________
Take It to the Next Level
The whole point of gathering basic information about your existing clients is to look for common characteristics.
It really is not enough just to know that a majority of your clients are urban 40-55 year old white atheist men who work in IT, live within a 20 mile radius of your location and earn more than $50k a year. You need to ask what that means for your organization.
For example, what does it mean if 70% of clients polled have an annual income above $50k, but only 7% make less than $25k? Your product may be priced higher than what most people can afford. Or your product may be an accessory or exist within an industry that is accessible only to people with disposable income. Just knowing this will help you avoid spending money advertising in the wrong places to the wrong people.
 |
|
