One of the biggest mistakes that causes businesses to fail is the merchants ultimately failing to meet the demands and expectations of customers. In other words, the merchants do not know who their customers are. Even if they have great products or services, if they fail to align what they offer with what their customers want, they are simply barking up the wrong tree.
No customers, no business, no sales. It is as simple as that. Therefore it is important to define the type of prospects to target. Instead of spending important advertising dollars on drawing in the wrong set of prospects, construct a customer profile based on the majority of your customers and concentrated around their needs and wants. By creating a buyer persona and nailing down your customers’ needs, lifestyles and even apprehensions, you will have the capacity to think of a ready answer to address your customers’ challenges. By placing ourselves in the shoes of our prospects, we can better pre-empt their purchasing decision.
There are 5 ways you can research your buyer persona:
1) Online Retrieval Of Demographics Data
The process is pretty instantaneous and all you need to do is input product keywords or URLs of other people’s websites that are similar to your business (or your competitors’) into AdWords Display Planner. These are the steps:
a) Go to http://adwords.google.com
b) Click “Tools”, “Display Planner”
c) Select “Show only estimates for my targeting criteria”.
d) Enter a URL or product keyword
e) Click “Get estimates”.
You get a results display that looks like below:
But as you can see, the data is very limited to age, gender and device usage.