In a perfect marketing world, your bullseye customer wouldn't change. You’d optimize to reach them with the perfect messages and continually reap the rewards.
Unfortunately for etailers, consumer markets constantly change and reevaluations are a part of the game.
Here’s how you can help etailers reevaluate their bullseye customers.
1) Remind Them When A Reevaluation Is Necessary
How do etailer clients know when they might not be targeting the right market? Here are 4 key signs they need to consider:
- Your product lines have changed, opening new opportunities in new markets.
- Your advertising isn’t working
- Your customer base or customer preferences are changing
- Competitors are swallowing you whole, over-crowding the market
2) Encourage Them To Analyze Behavior
When one of these 4 warning lights pops up on the dashboard, it’s time to stop and take a look under the analytics hood. Encourage etailers to look specifically at how users are behaving both on your site and around the Internet as a whole.
Have them address questions like are they behaving as they have been in the past? Are they giving more attention to different products? Are they meeting you at different touchpoints across the web?
Your clients can use tools like Crazy Egg or Clixpy to analyze heat maps and click behavior. Google Analytics is also a great place to drill down into user behavior.
3) Brainstorm How To Evolve Their Strategy
Here’s where your creativity comes into play. Once etailers have identified these changes in behavior, you can begin to brainstorm how a new strategy can reach these consumers in unique ways.
Here are a few questions to consider that may get the creative juices flowing:
- Are there new places on the web that consumers are spending time where you can get their attention?
- Are there new pockets of consumers that competitors haven’t touched yet?
- How can your new products/services target new customers?
- How can your old products/services target old customers in a new way?
Help etailers use their data and their creativity to create new strategies that will keep them focused on the right bullseye customer.
How often do you encourage etailers to reevaluate a target segment?