Customer Acquisition – Research Why & Who

conversion rate optimization

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A lot has changed in the past year. Whether you are a B2B or B2C brand, it’s time to take a look at why your customers buy your product or service… again.


Because your brand and messaging needs to adapt to their changing interests, behaviors and pain points! Research what your customer’s why is, and align your marketing strategy to your findings.

Here are a few questions to ask when researching your customer’s “why”:

  1. What are their shopping goals?
  2. What are their pain points?
  3. What are their interests?
  4. What are their behaviors?

Once you have gathered together a report detailing the “why”, the factors that drive your customers to buy, it’s time to fine tune and categorize the “who”, the second part in defining your customer’s audience personas.

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Forget about the “why” for a moment, and ask yourself, “Do you know who your customers are?”

And we aren’t talking broad demographic variables, such as “female homeowners who are 35+”. Rather, narrow your focus and define the key target audiences that are considered high-value customers, customers who have high conversion rates and spend the most dollars with your brand.

Think “repeat customers”. For example, a married female homeowner aged 35 – 50, who is into fitness, outdoor sports and recreation, travel, lives in coastal southern USA region.

Reevaluate Your Messaging

If you’re aiming to exceed your 3rd and 4th quarter customer acquisition and sales goals, June is a great month to reevaluate your digital marketing strategy. Take a deep dive into defining your target audiences. And yes, you can have more than one target audience.

Once you define and categorize your top-performing target audiences and their audience personas, it’s time to wipe the slate clean and rewrite or fine tune your brand’s messaging. If you create messaging that specifically targets each audience persona, you can drastically improve your outreach effort’s impact and influence which in turn drives up your conversion rates.

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