In the eighth instalment of the series (eleven market research related questions that a new business owner and founder should be asking), you are continuing to get to know your target customers better.
If you completed your Customer Persona and/or your Customer Journey Map you have a starting point from which to assess the media of your target customers. Much of the media that your target customers consume are likely to be digital, of which social media platforms will form a big part. You can use the Customer Persona and the Customer Journey Map you created to validate your learnings and previous observations about your customers' wants and needs.
Some additional benefits of learning about your target customers' usage of media include being able to communicate with customers better (because you know what interests them), engaging and selling to them better because the tone of your messages resonate more, building stronger relationships and retaining customers and attracting relevant prospective customers better. You can also see how your competitors conduct their own conversations with target customers.
Social media management platform, Hootsuite offers advice in a quick video about social media listening.
Two different examples of companies that have successfully applied social media strategies and are seeing the benefits of understanding their customers' media usage are Fenty Beauty and Greggs.
Fenty Beauty uses its brand’s values of diversity, inclusion and body positivity to engage its customers with Rihanna, the brand’s creator, as well as a number of influencers building brand loyalty. Fenty reaches its customers through TikTok, Instagram, Facebook, YouTube and X (formerly Twitter).
Bakery Greggs is known for its humorous tone of voice that resonates well with its customers. Social media channels used by Greggs for connecting with its audience and customers are Facebook, Instagram and X.
Market research will support you in answering questions about the media usage of your target audience as well as validate any assumptions you may about their interests, wants and needs and the tone with which they would like to be communicated by you.
If you would like to hear more, please reach out via the Contact Form for a free consult call. I help owners of small businesses to be clear in communicating the scope of their offers and in identifying their ideal clients or customers.
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