HOW TO IDENTIFY YOUR CUSTOMERS AND KEEP THEM.

Every product or service needs a target audience, a specific group of consumers most likely to want your product or service.

A target audience may be dictated by age, gender, income, location, interest etc, when a seller or giver of value has defined his or her target audience, they can make more informed decisions about their welfare, needs, desires and marketing.

However a target audience can be selected on these basis.

✓Demography (Age, sex, marital status)

✓Psychography (Behaviour, emotions, hobbies)

✓Geography (location; offline and online, groups)

✓Transactions (inflation, cost of living, income, spending habits)

For example, an iPhone vendor trying to choose a target audience can use the basis this way either by asking questions from any buyer or an already existing customer to get data that he or she can tweak to get a customer/buyer persona

✓Demography: Female, 20-40 years, employee, single

✓Psychography: fun-lover, snack eater, extrovert etc

✓Geography; spends 8 hours online replying chats, watching videos, viewing reviews

✓Transactionary: loves to purchase clothes online, buy snacks online, a Netflix subscriber.

So this iPhone vendor can choose Oge as a customer persona, She is a female Bank employee who also sell stuff online, makes at least ₦200,000 monthly. Movie lover, junk eater, can be seen on various group chats and social media channels because of her Job.

It is also good to note that one can have up to 3 personas.

Now that you have created your target audience, one must be informed of the kind of persons that one should see in every target audience.

A consumer, a customer, and a client

🔥A consumer is one who gains from your product, service or content. They could be warm or cold, they are the final consumers of your contents, sometimes they can be helpful referrals, sometimes they might not purchase your product or service, they could be family members or friends who went passionate about the product, sometimes they don’t need it at that very moment but when they do, you’ll be the first they will contact.

🔥A customer is one who really needs the product, some times they aren’t the consumers of that product or service but they are the ones who pay for it,

For instance, the consumer of pampers is a baby but they can’t pay for it so the parents are the customers of the pampers vendors.

Another example is a radio station, every one who listens to the radio station are their consumers but those who pay for adverts are the customers of that radio station.

🔥A client is one who pays for a long term service, they have come to Trust the vendor or seller to the extent that they are willing to do business with you for a long time. So next time you are chatting with a prospect, know where they belong in the cadre of your audience.

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