Knowing the target group (the group of customers you want to target your offer and advertisement to) is an extremely important element that should be included in the marketing strategy of every online store in Dropshipping. If you have not yet conducted any analysis in this direction, you should make up for it as soon as possible.
1. Why choosing a target group is so import
Identifying the target group will allow you to prepare the right offer of the products that will have a much higher chance of selling than products placed in the store without a specific vision of who their target customers can be. It is worth thinking about it, especially that in the dropshipping process an online store can focus on usually neglected items, because the wholesaler takes over matters related to packaging and shipping of goods.
In addition, knowing who we want to offer our products to, we can construct the website of our online store operating on the model of dropshipping so that, as a consequence, more potential customers want to visit it and buy the assortment placed in it. Choosing the right target group will also allow the store owner to choose specific, effective marketing activities that would help increase the planned sales volume. Incorrectly specifying the target group or not specifying it may result in spending a big amount of money on advertising, with very low return on investment.
2. Criteria for selection of the target group
Very different criteria are used to select the target group. The selection of a specific criterion is the most important step towards defining the target group:
The most important criteria are:
a) socio-demographic: allowing to determine age, education, occupation, sex, income, possession, marital status.
b) geographical: allowing to specify the place of residence, place of work or place of shopping.
c) psychological / cultural: allowing to define interests, lifestyles, hobbies, ways of spending free time, as well as behavior in the context of shopping, views, skills, needs.
d) financial: allowing to determine the ownership, income, financial burden or lack thereof.
3. Tools to help in selection of the target group
The tools that can help us identify the target group according to the criteria above are Google Analytics and Google Adwords.
a) Google Analytics
Information about the age and gender of customers can be obtained using the Google Demographics tab in Google Analytics. They will allow us to properly tailor specific marketing solutions for the client, formulate advertising content, etc. Using the tab: Geographical data, we can find out the location of the client and the language he uses when using the Internet. Determining the location can help in determining the shopping habits of our recipient, information about the language will be useful when considering the introduction of an additional language version in the e-store.
The further data that may be useful in determining the profile of the target recipient is the information contained in the tab: Behavior. Here we’ll find out if anyone has visited our site for the first time or is a regular customer. This will allow us to properly select marketing means to retain returning customers and to acquire a lot of new ones at the same time (we will use e.g. remarketing for returning customers and a broad brand campaign for new customers).
Google Analytics will also provide us with data on the frequency of visits of a specific client (e.g. how often he visits the store, how many sessions he generates or what are the intervals between visits), as well as his involvement, i.e. the duration of the session and the number of subpages visited during one session . This way, we will obtain information about the number of customers actually interested in the website and the probability that they will make the purchase, or that such a person came to our store by accident or for other reasons.
Browser, a type of operating system, screen resolution – these are other elements of customer data that we can obtain thanks to this tool, and which will help us to choose the right technical solutions for our online store operating on the model of dropshipping, so that navigation through it would not be difficult for customers.
Google Analytics also provides information about the types of devices, models and brands used by customers when buying in our store. Having the knowledge whether it is mobile, desktop or tablet, we can choose specific tools to be used e.g. mobile devices, guided by the number of visits to the site from a given type of device. We can also tailor the type of advertisements to users using different types, models and brands.
b) Google Adwords
Another tool that will help us to meet our clients is Google Adwords. Similarly to Google Analytics, it can be used to obtain data on the age, sex, location of the client. However, it also provides additional, very important information. It allows us to see the addresses of pages visited by users who have already used our e-store (and to which we directed our marketing activities – so-called remarketing). We can check the pages on which ads were displayed, which we decided to use for returning customers. It is also possible to look at specific subpages.
4. What enables us to select the target group?
The knowledge that we can gain from this information is very important – it allows us to determine the interests, lifestyle, hobbies, views and other characteristics of our clients. It enables identifying / specifying our target group, appropriate selection of products for our e-store and matching specific marketing solutions.
There are many tools on the market that help us to create a target group. We will describe them more closely in other articles on our blog.
Defining the target group has a significant impact on all aspects of running an online store: matching the appearance of the store, product’s description, prices, photos, communication with the customer, the language we use to contact the recipients, all marketing measures used. The effort to properly match these aspects to a specific target group is the most profitable and makes us aware that we have been prepared to run a store that can be successful.