Project characterization for business

If you are a professional or business owner who wants to build a website or promote a website, you have probably heard that every process begins with characterization.

then Meza Characterization and why it is important?

characterization It is the opening shot in every process of marketing, promotion, and website building because through the characterization process we get to know our customer and our strengths as business owners.

Through the characterization process we will understand where our weaknesses are and what can be improved and, of course, we will recognize the stronger sides of ourselves or our product,

We will understand how we think customers think of us and we will find the gap in the form of our view to that of our customers.

The goal?

produce a clear map of our company or product

Understand the important messages, the domain, get to know the competitors and understand what sets us apart from them.

Recognize the form in which our customers will expect us to give them our services

And adapt our visibility to the need of the customers and target audience we have characterized.

Why is this important?

In the process of characterization we will understand, among other things, the entry barriers of our products. We will understand which products are more relevant and which are the least and most important

Because immediately after the characterization process, the process of building the strategy begins.

And a lot of the way we think as business owners or as professionals on the strategy process is all based on the characterization process.

In the process of characterization we will understand where our customers are (Instagram, Facebook, Google, emails).

We will understand how they consume the content relevant to our product,

We will characterize the demographic data of the client,

And we will find the “delta” (target audience) of our customers.

Then,

We need to start a process of differentiation and building a target audience.

So after all this... all that's left is to start marketing?

After the characterization, we will begin the study

Only that we have a clear target audience can begin to do in-depth research on the target audience we are addressing -

How are they looking for us or our services?

Costumed phrases?

A way of thinking and looking?

Where am I better than my competitors?

How do I put it in the foreground?

And that's how strategy begins to be built

For example:

Dror is a mortgage adviser who can help For everyone.

Housing improvers, first home buyers, young and old couples, investors.

In the process of characterizing Dror, we discover that the “delta” of his clients are first-home buyers

There are many different and varied meanings to understanding “delta”

Because I now know that first home buyers are people aged 25-35

Is he looking for information or does he rather prefer a conversation with a human being?

Does he consume his content in a written post or rather through a video?

What is this client's pain?

What is his need?

What benefits can I give him?

How can I explain to him about my benefits?

Can I help him even before he came to me as a paying customer?

What are the 5 tips I can give this client?

With the help of a questionnaire I will understand why exactly this audience is relevant to us and how does it think?

Does he surf Facebook or Instagram?

along

What are my barriers to entry to other audiences?

Why aren't those housing enhancers coming to me?

How can I expand my audience with messages that fit both?

And more...

At the end of the characterization process, we discovered that the Dror “Delta” audience searches for its information on Google

He likes long and explanatory articles

HIS PAIN IS REPAYABILITY, CALCULATING INTEREST RATES

He would expect to receive from such a process a low-interest and affordable mortgage

And I can give him lots of tips even before he's my client.

At this point, we will begin to plan the strategy

Do I want to promote Dror on the phrase mortgage advice?

Sometimes it's not the right thing to do and so one has to start figuring out what the fastest, highest quality, and most effective way to reach my target audience we are.

Considering the competition for a particular expression, considering the differentiation of a sparrow and not of the product of a sparrow, we will take into account the form in which the client of a sparrow looks for what a sparrow gives.

In doing so we will choose our visibility, choose our messages, the type of content we will put out and the platforms we will operate on.

And now ladies and gentlemen it's time to start marketing and hit the road.

So what are the 5 most important rules in the characterization and strategy process.

Think about your audience and not about you - many times as professionals we forget about the client side and what interests them Sometimes what seems simple and obvious to us is complex and complicated for our client

1. Be creative - understand that the same goal can be reached in 20 different forms must keep an open mind and think about several options that can be reached to our audience, in the end the client will choose what form is most convenient for him.
2. Do not disperse focus - A lot of times when I build a “delta” audience for a client he thinks I'm narrowing it down and basically he thinks he'll get less leads because we're targeting him. In practice what happens is that we have an easier focus for people to understand what we do and where our expertise is, sometimes it causes even audiences who are not our target audience to turn to us.
3. I'M NOT AFRAID OF WHAT I KNOW I DON'T KNOW I'M AFRAID OF WHAT I DON'T KNOW I DON'T KNOW - HOW CAN YOU OPEN PEOPLE UP A WHOLE WORLD WITH THE INFORMATION YOU GIVE THEM ACCESS RELEVANT INFORMATION TO YOUR POTENTIAL CUSTOMERS AND THUS TURN YOUR BUSINESS OR SERVICE FROM GOOD TO HAVE TO MUST HAVE. In free translation the goal is to generate a market for my product by explaining - whether you are coaching consultant therapists or selling products try to see things from above - the best example I have is Ikea - IKEA at the end sells furniture and accessories for the home. But their catalog is built from entire rooms or kitchens why? To produce for their customer the feeling they want to achieve with the products, the product is just a piece in the puzzle and the room is the complete picture.
4. In the process of building the strategy do not try to sell your product straight These will understand that before your customer feels comfortable purchasing your product he needs to understand the benefits of the product understand your uniqueness understand that he has a problem and yours has the solution something that will finally build you the perfect audience around you and thus you will save a lot of money and time because you will focus the sales processes on specific people.

Do you have any questions? Do you want to go through a process of characterization and strategy building?

I'm here for you