The ability to identify your audience and focus your actions on the right consumers is fundamental in digital marketing.
Knowing who your potential customer is is an important step in developing inbound marketing strategies, transforming consumers into qualified leads.
Check out our article to understand this concept a little better and get some tips on identifying potential customers for your business.
What is a potential customer?
Potential customers are people who fit the profile of purchasing a company’s products or services.
They are consumers who are within a brand’s target audience, have the means to close a deal, and the autonomy to make a purchase decision.
Where the potential customer is in the sales funnel
Potential customers are at the top of your sales funnel.
Although they have the ideal profile to close a deal with your company, this does not mean that these people have interacted with your brand or been reached by your marketing efforts.
That is why you need to focus on actions that reach these people, turning them into qualified leads until they are eventually converted into customers.
How to identify potential customers?
Finding potential customers is important to facilitate the work of your sales team, which will be more assertive and targeted in its approach.
One of the most practical ways to do this is to analyze the purchasing journey and existing customer behaviors.
This will enable you to identify qualified potential customers, directly contributing to your marketing strategies and commercial needs.
To do this, you will need to define the criteria that qualify them by analyzing the habits of your current customers.
Delve deeper and evaluate demographics, location, job title, company size, and even hobbies. If you don’t know where to start, you can still seek the services of digital marketing companies to facilitate this process.
Check out the following ways to actively conduct this research:
Analyze historical behavior
Try to understand what the customers you have gained and the customers you have lost do when they are ready to buy.
Also analyze the progress of your sales, evaluating the path these customers took to close the deal.
Use customer feedback
Seek feedback from potential customers who abandoned a purchase and try to understand if there is a specific problem that made them change their mind.
Search for trends
What do your customers have in common? Try to find out which of your ads were most effective and had the highest conversion rate.
This is a way to identify what is working so you can continue to focus on those actions.
Choose people who are engaged with the brand
Choose people who already interact with your brand on social media to target your ads and increase the chances of conversion.
Those who don’t have a solid follower base can search for people who follow similar profiles and pages, as they will have interests and behaviors related to your business.
Identify your competitive advantage
Find out what makes your customers choose your company over your competitors.
Then, understand and analyze using a realistic approach about your current position in the competitive market, considering your strategies and marketing presence.
Do you already know how to identify potential customers?
After identifying your potential customers, you need to ensure that your relationship with them is positive and long-lasting.