As a franchise business owner, understanding your target audience can be a difficult concept to grasp. For starters, people are constantly changing; the effects of the Internet and mobile technology on consumerism have shown us that firsthand. Secondly, it can be difficult to be conscious of what a demographic wants if, even on a subconscious level, they aren’t always sure about it themselves; the “I’ll know it when I see it” mentality.
So, how do you better understand your franchise’s demographic? What’s the best way to really know them, learn how they make decisions, and most importantly, discover how they’re finding your business?
You follow their habits.
As the old adage says, “actions speak louder than words.” By learning the behavioral patterns of your target demographic, it’s possible to meet them at their level, create trust and authority in your brand, and open the chance of attracting more of the customers you want.
Here’s a pocket guide to Getting Inside Their Heads: A Customer’s 5-Step Journey to Finding Your Franchise.
About the Author
Ruben oversees corporate marketing for the enterprise segment of Scorpion. Focusing on leveraging next-generation systems for demand generation, lead acquisition, lead nurturing and sales ops optimization, Ruben specializes in building out the systems of long-term and sustainable business growth.
Ruben attained his B.A. from the University of Southern California, and his M.B.A. from Loyola Marymount University. When out of the office, he enjoys playing on his drum kit, mountain biking, and spending time with his wife and son.