Marketing work spans a wide range of areas, including website improvement, web advertising operations, online seminars, exhibition exhibitions, email newsletter distribution, and white paper creation, and often involves work and analysis on a computer.
Therefore, compared to sales and customer success, the amount of customer contact is small and customer resolution tends to be low.
This time, we will introduce how marketers can increase the resolution of their target customers.
What is customer resolution?
Customer resolution refers to information such as the target customer’s attributes such as industry type and company size, as well as information such as the company’s environment and issues, and the department, position, and role of the person in charge and decision-maker. Refers to resolution. The more information that is revealed, the higher the customer resolution, and the less information is revealed, the lower the resolution.
Marketers send content to target customers through various channels, gain recognition from them, arouse their interest, and encourage them to take actions such as requesting information or making inquiries.
If the resolution of the target customer is low, marketing measures will be off target and it will be difficult to consistently produce results.
Increasing customer resolution means increasing targeting accuracy, which is extremely important for achieving results with marketing measures.
The tools you need to understand your customers
Personas and customer journeys are necessary to understand your target customers. Increasing the resolution of your customers will also improve the precision of your personas and customer journeys.
①Persona
A persona is a typical and symbolic user image of a product or service.
From basic information such as name, age, gender, area of residence, and family composition, to detailed settings such as work environment such as occupation, position, annual income, and private information such as hobbies, values, and lifestyle. , set like a real person.
②Customer journey
A customer journey is a chronology of the series of processes (behavior, thoughts, emotions, etc.) that a persona goes through from recognition to purchase, and it is used in marketing to determine what kind of experiences a persona has and what kind of psychological changes they experience during that process. It is a framework for.
It is effective for understanding the customer behavior process and accurately understanding what information should be provided to customers and when.
6 ways to increase customer resolution
We will show you how marketers can improve their understanding of customers even as they handle a wide range of tasks.
① Introduction case interview
When creating introduction case study content to be posted on the website, we conduct interviews with companies that have introduced our services. We will not only ask about the background, purpose, and effects of introducing a product or service, but also the process from becoming aware of the product or service to introducing it.
Please discuss specifics such as how you learned about the product/service, what you researched, what information you lacked, the criteria for selecting the product/service, and comparisons with competitors. While listening, we will improve the resolution of our target customers.
②Exhibition exhibition/event holding
By exhibiting at trade shows and holding events, you can communicate directly with potential customers. Exhibitions are especially recommended because you can talk to dozens of people in one day.
The purpose of each visit is to consider specific solutions or to gather information, but you can ask them specifically what kind of issues they are facing.
③Sales accompaniment
This is the quickest way to understand your customers by accompanying them to business meetings. Understand the reasons and issues that led to business negotiations with your target customers.
④Top sales interview
If it is difficult to accompany the sales person, you can also interview the top sales person. Just understanding what issues customers tend to have during business negotiations will improve your resolution.
⑤Analysis of reasons for orders received, lost orders, and cancellations
When conducting a sales interview, knowing the status of recent business negotiations and reasons for cancellation in advance will allow you to conduct a more detailed interview.
You can formulate a hypothesis about the customer profile based on the reasons for winning or losing a business deal, and verify it through interviews with top salespeople.
⑥ Potential customer interview
By interviewing prospective customers who have not yet introduced your product or service, you can develop a more realistic image of your customers.
You can also talk to people who have introduced competitors’ products and services. Actively listen to why they chose your competitor and how they compare with your competitors.
For prospective customer interviews, we recruit candidates and conduct interviews for a fee. Since this is a paid interview, it is necessary to carefully consider the design of the interview content in order to obtain a high-resolution image of the customer.
How to utilize customer resolution in marketing
It is natural to implement marketing measures with a high level of customer resolution, but we will show you how to actually utilize this in your marketing measures.
① Channel selection
By increasing customer resolution, you can clarify the channels through which your target customers interact. You can approach customers efficiently by selecting appropriate channels such as newspapers, magazines, web media, search engines, and exhibitions.
② Content improvement
It also reveals the issues faced by your target customers and the information they want to know. You will be able to plan content based on these and provide content that is suitable for your target customers.
③Messaging
By improving customer resolution, you will be able to create messages that will resonate with your target customers based on the customer issues that have become clear and will attract their interest.
④CTA design
By organizing the information your target customers want to know, you can design appropriate CTAs for each stage of the customer journey.
Personas and customer journeys updated regularly
The challenges faced by customers are constantly changing due to the increasing complexity and rapid changes in the business environment. With these changes, regular updates are important to maintain high resolution for customers.
Once you create personas and customer journeys, we recommend updating them every six months to once a year.
By sharing updated personas and customer journeys with your team and increasing the customer resolution of the entire team, you will be able to implement highly accurate marketing measures.
summary
- Customer resolution refers to information such as the target customer’s attributes such as industry type and company size, as well as information such as the company’s environment and issues, and the department, position, and role of the person in charge and decision-maker. refers to resolution
- Increasing the resolution of customers and increasing the precision of targeting is extremely important for achieving results in marketing.
- There are six ways to improve customer resolution: (1) Interviews with case studies, (2) Participating in exhibitions and holding events, (3) Accompanying sales, (4) Interviews with top salespeople, (5) Analysis of reasons for orders received, lost orders, and cancellations, and (6) Interviews with prospective customers.
- In order to maintain a high level of customer resolution, even after creating personas and customer journeys, it is recommended to update them once every six months to once a year.