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Know Your Best Customer

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Why you need specific information to know your best customer, what information to gather and easy ways to round it up.

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Know Your Best Customer

  1. 1. Know Your Best Customer Bonnie Harris Wax Marketing, Inc.
  2. 2. Bonnie Harris  Founded Wax in 2002  Provide IMC for medium size companies  Professor, WVU Reed College of Media  WaxMarketing.com
  3. 3. Agenda  Why the customer matters  Customer definition  Customer behavior  KPI’s  Tools for learning  Using the information
  4. 4. Why it matters more today  Audience  Messaging Channels  Competition  Technology  Owned Media
  5. 5. Who is your best customer?  80/20 rule  Personas  Influencers
  6. 6. Audience Definition  Demographics  Psychographics  Content acquisition behavior  Buying behavior  Other segmentation strategies  Geodemographic  Ethnic  Relationship  Adopter
  7. 7. Understanding behavior  Problem or opportunity  Information search  Choice evaluation  Buying behavior & action  Decision and repeat buy
  8. 8. Know Your KPI’s  Highest total buys  Longest relationship  Highest rate of repeat buy  Highest rate of repeat buy in last 6 or 12 months  Response to traditional marketing  Response to WOM  Purchases of top $$ products or services Who do I love doing business with and why??
  9. 9. Great but how do I figure this out?
  10. 10. A lot of it’s already in here.
  11. 11. How did you hear about us?
  12. 12. Tools for learning about customers  Cultivate your email list  Send surveys  Create rewards programs  Google Analytics  Alexa  Track owned media  Use landing pages  Host events  Incentivize influencers  Meet face to face  Ask questions
  13. 13. Find the common factors  Advertising is cheaper.  Public relations is easier.  Email and direct marketing has higher ROI.  Content marketing and social media are focused.  You make more money.
  14. 14.  Once you know them you can find more of them
  15. 15.  And you’ll know how to talk to them too.
  16. 16. Channels Messaging Influencing behavior Driving traffic Creating conversions
  17. 17. Thank You! Bonnie Harris 612-801-0912 waxmarketing@gmail.com Blog.waxmarketing.com Linkedin.com/in/waxmarketing Facebook.com/waxmarketing @waxgirl333  practice

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