Identify your target customer and consider their natural strategic alignment to your services.


The best way to narrow down the identity of your customer is by looking at your services. Consider the 5W’s:

  • Who – who is your audience? Consider age, gender, family status, educational status, etc.
  • What – what is your service/product meant to do? What will this change in your audience’s life?
  • Where – what kind of company/shop/site would you expect to sell/promote similar products/services? Are you aiming locally, nationally or globally?
  • Why – what makes your product/service different from your competitors? Why should people buy from or work with you specifically?
  • When – do you want to promote your products/services seasonally? Is it something people can purchase once? Or is it an ongoing contract?


This will start to build an idea of your typical target customer who would regularly buy from you and loves your services/products. Next, put yourself in that customer’s mindset: start to brainstorm what their interests and hobbies are most likely to be. This means understanding where those people look for information, products, entertainment, knowledge, etc, as this will give you an indication about where your customers are looking, so that you know where to place your business in the digital market. Once you have pin pointed who your current and potential customers are, this will give you a greater understanding of your market.

What makes this exercise even better is that it doesn’t need a large investment in market research to get the ball rolling and get your company promoting your business to the right people. Also, it doesn’t matter if you get it wrong! Continue reading our blogs to figure out how you can use insights and analytics to turn any audience feedback into great feedback.



Explore how creating a communication plan can ensure you know what to say and how to say it to your customers.


Resources & extra reading:

How to identify personas:

How to think about strategic alignment to customers:


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Written by Tula Wild

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