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Knowing your customer is the key to success

Knowledge is power. The more you know about your customers the more powerful you become!

As a business owner, one of your keys to success is knowing your customers. You want to know them like you know your family, because that’s what they should be to you. Your “family” is your target audience and the better you know them, the better you can cater your marketing towards them.

It means you can create content and sell products which appeal to your customers.

This keeps them coming back for more, as well as sharing what they’ve seen. You want your customers to feel as if they belong to something, as if they’re part of the process.They are part of the family.

Talk to your customers

This is where communication becomes important. Make sure you have an ongoing dialogue with your customers, through whichever channel they choose (social, email, instant chat etc). You need to have your finger on your “family’s” pulse at all times. Where are they? What are they looking for? What do they like about you and your products?

These are just a few of the many questions you need to ask yourself. Getting regular feedback from existing customers is a good way of gauging satisfaction. Find out which way they prefer to communicate and stay in touch with them via those channels.

Make a list of all the questions you think you need. I’d estimate you should have between 15-20 questions which you need to be able to answer about your customer. From knowing why your customers like you so much, to knowing why they sometimes buy products from other online shops, even though you might be stocking them – and anything inbetween.

Here’s a short example list of questions you need to know the answers to:

1. Where are our customers located?

2. What are our customers interests?

3. How do our customers like to be contacted?

4. What is the most popular item that is purchased by first time customers?

5. What do customers like and dislike about us?

6. Which are my most valuable customers?

7. Do our customers recommend us to others?

8. How much do our customers spend per visit?

9. What sort of promotions do our customers respond to the best?

10. Why do our customers sometimes prefer buying from another site?


These are just a few possible questions that you should be asking yourself and questions you have to find the answers to so you can cater your marketing approaches accordingly!

Don’t miss out on chances to sell

Not knowing your customers means you aren’t prepared for them! Not being prepared for them means you can’t cater your messages and promotions specifically to your target audience and your approach might be too broad.

A happy customer is willing to part with their money and is more likely to return to purchase from your shop again. It’s crucial to figure out what makes your customers happy. Your primary question before you make any decision regarding your business should be ‘will my customers like this?’. The only way you can answer that question is by knowing them. You can see why this knowledge is so important!

How can we learn about our customers?

There are many ways to find out more. Talk to them via Facebook and Twitter, see what gets shared the most on Instagram or which images get the most pins on Pinterest. You can attach a link to a “Survey Monkey” survey at the end of your emails. You can ask up to ten questions per survey for free and that should be enough questions for you to get most of the information you need. Or you can use some of Google’s free-to-use products such as Google Forms which can easily create questionnaires that will output all the information you need into an easy to understand spreadsheet.

Monitor what people are talking about on social media platforms. Use Twitter and other social media pages to see what people are saying about you and your product. Monitor discussions on forums or see whether your products get mentioned in blogs. You could use Google Alerts to track your brand, but there are many other free tools that can do something similar for you:

What product do first time buyers like the most? If you know what the most popular first time purchase is, then you can target customers with that products specifically.

You can also use the ekmPowershop Search Stats feature. This is a great feature that will let you look at exactly what your customers are looking for. You can see what’s most popular but most importantly, it lets you see what your customers are expecting to find on your site, but they can’t find because you’re not stocking it.


Don’t guess. Don’t ever guess. Guessing can mean you waste time. Wasting time will result in wasting money and it will most likely irritate you. So keep doing your research to keep up to date with your customers needs, future requests and developments. Communicate with your customers, listen to them and treat them like they are family, because that is how important they should be to you! Once you know everything you need to know you are on the road to success, but you need to keep asking to stay on it.

Author: Sönke Dökel is an Online Marketing Expert at ekmPowershop.com, the UK’s leading hosted eCommerce website solution.

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