Brands always want to be something they’re not, rather than being comfortable in their own skin.
A lot of brands today still have no idea who they’re customer is and I bet if you took a quick poll around your office and asked the question ‘who is our customer’ you would get a different answer from the top to bottom. If this is the case then I strongly advise you create a survey with a great on brand incentive to find out who in fact you’re communicating too.
Custom Data: If you have the ability to do this I would split your data up to get a better understanding of your different segments.
- Those that have purchased from you in the last 6 months
- Those that have not purchased from you in the last 6 months but have previously
- Those that have not purchased
You’ll need to tailor these questions to your audience, here’s a list of some questions I would be covering.
- Demographics (age and where they live)
- How they shop (online or in store)
- How often they shop (weekly, monthly, once a year)
- What social channels are they active in (Facebook, Twitter, Instagram, Pinterest, Polyvore, YouTube etc)
- Type of job (office, night shift, student, on the tools etc)
Once you have this data you should then have a better understanding of who your customer is. From here, your content strategy may change and it very well should.