7 types of customers. Effective marketing strategies

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The sad news is that while we're spending money on attracting new customers, old ones are leaving. Business processes and budgets are set based on data on customer behavior. But how do we understand the customer? How do you offer them what they want without getting it wrong?
And don't forget that the main thing in customer retention is quality product and service. If you don't like the product, you won't get repeat sales.
Accurate predictive analysis allows you to develop effective marketing strategies. In order to ‘recognize’ and understand customer behavior, the first thing to do is to segment your customer base and divide it into 7 types of customers
This way you will understand which customers are the most profitable to attract, which customers have been with you the longest, who buys the most. Pay attention to what percentage of new customers make repeat purchases.
Loyal customer
Your most important customer. He/she browses your website often, returns to your shop constantly and makes purchases. Unknowingly, this customer becomes an unspoken promoter and promotional tool for your business. They often leave feedback on your website or recommend your shop on social media.
To stay in touch with your loyal customers, make sure you have a system in place to reward them: a loyalty program, special offers and discounts. Make personalized newsletters to email, chat on messengers and, if the customer doesn't mind, call them, keep in touch and let them know about new opportunities.
A customer focused on needs
Let's not get carried away, this customer may have accidentally got to your base. He came to your shop or website solely to meet a specific need. He needed something urgently. Working with such customers is difficult. Your goal is to establish a personal interaction, to make the customer ‘warm’, to make a new deal. Google Ads and contextual media campaigns on Google Ads will help bring this kind of customer back to your site.
Impulsive customer
These are customers who buy on emotion. They want to pamper themselves, fulfill their own or someone else's urgent wish. Such a buyer needs to create all the conditions for a quick and easy transaction, and then ‘catch up’ with contextual advertising.
An extra sale is an excellent source of additional profit. Offer the ‘impulsive’ useful or complementary goods to his order. Be sure to offer them at a discount. This customer responds well to call to action (CTA) emails. Newsletters are the easiest way to reach them. And not only email, but also social media, messengers.
New customer
This customer was first time on your website. Your online shop he found by accident. Will he come back? What is your resource is he remembered? Would he be able to find it if he wanted to? Your task is to bring this customer back into your sales funnel. Set up contextual advertising with Google Ads and retargeting to specific audiences, showing ads only to the segment you are interested in.
Potential customer
Moving between sites and abandoning the shopping cart is what sets this customer apart from the rest. He may not yet have an urgent need for the product he's interested in, or he's gathering information and exploring options. To remind the customer of an incomplete order and cart left, a short SMS or email is enough. Remarketing is the best way to automate sales and encourage those who hesitate. Analyze the traffic, habits, interests and ages of those who have ever interacted with your website. Set up remarketing campaigns on social media and Google.
The customer is a ‘discount catcher’.
For this customer, it's the price that matters, not the product itself. This is his most important characteristic. This kind of customer is attracted by sales and special offers. Therefore, it is important to keep them informed about the latest price changes and promotions. In this case, email marketing and SMS mailings work well.
Wandering customers
This customer doesn't know he is a customer yet! Their browsing habits are sporadic and have no specific purpose. However, it is possible to increase the engagement of such customers with unusual sales tactics. Personalization is one of the best ways to hold the fleeting attention of such visitors. Retargeting tuned to behavioral markers and data management platforms allow you to track their activity.
The main thing
A satisfied customer is a loyal customer, he is loyal and profitable. And a lot depends on his needs. Some people think that discounts can't buy loyalty. But! If the customer's main need is to save money, then discounts and the offer of affordable equivalents are the main tools in working with them.
When predicting customer behavior, analyse the history of joint activities, take into account their product preferences, frequency of purchases, volume of purchases. Selpway Trading helps customers systematize their customer bases, diagnose ‘warm’ audiences for their burnout, and identify the causes of declining sales.
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