All the questions to ask to truly understand your target audience (and better convert your future prospects)

Every business's ultimate goal is to generate revenue. To achieve this, there is no secret: you need to convert prospects into clients and retain those clients. But how do you go about it? To ensure effective communications (and therefore optimal conversion), the first step is to know your target audience.

By this, we mean "putting your theoretical knowledge to the test of practice". We often think we know our target and what they want. But reality does not always match our assumptions. Market research is a first step, though in some sectors things move so fast... And the reality on the ground can differ from the theoretical figures.

To get to know your audience better and build a profile of your ideal client, you will need to question your current or past clients and prospects. They are best placed to inform you, as they are on the other side of the mirror every day.

We have compiled a set of questions for you — to be adapted to your situation — to help you understand your clientele as thoroughly as possible. And this matters enormously. Because knowing your audience means knowing how to convert them! Download the ebook "How to turn your website into a lead generator through educational content" for inspiration in your web communications strategy!

To start broadly, first ask yourself:

• What types of clients do you encounter in general?
• Why do these clients buy your products/services?
• What reasons do these clients give when you ask them why they chose you over a competitor?
• What objections or barriers do you identify most often?
• What are the most frequently asked questions from your users and prospects?
• What do your clients say about your products/services? Which aspects receive the most praise, and which are the most common sources of complaint?

If you already have a website:

• Which pages on your site receive the most visits?
• On which page do visitors most often leave your site?
• Where are your visitors located?
• What is the most-viewed content on your site?
• Which call to action is most effective?
• In the case of an e-commerce site, what is the shopping cart abandonment rate?

If you have already run web marketing campaigns:

• Which one had the most views?
• Which one had the most clicks?
• What content was downloaded the most?
• Which discount coupon was used the most?
• Which link in your newsletter was clicked most often?
• Did any campaign fail?
• Which articles on your blog receive the most traffic?

Then question clients directly

Next, interview past or current clients. Favour open-ended questions. For example, if you ask "Would you be willing to buy our products/services?", the answer — whatever it may be — will be of little use to you. On the other hand, asking "What arguments could convince you to buy our products/services, or conversely, what would put you off?" will yield far more qualitative information.

The questions you ask your clients will vary according to your sector. However, a few universally useful basics can be identified. Start with demographic data on your clients, selecting what is relevant to you and what you know you can ask without alienating them:

• Where do they live?
• How old are they?
• What is their income level?
• Do they have children?
• Are they single or married?
• Are they renting or owner-occupiers?

Also ask questions about their profession (all the more important if you operate B2B):

• In which sector do they work?
• What level are they aiming for professionally?
• How long have they been in their current role?
• What is their level of education?

Questions about their daily life:

• What does a typical day look like for them?
• How much time do they spend at work and at home?
• What are their hobbies?
• Who are the most important people in their life?
• What vehicle do they have, and why?
• What do they watch on television?

Questions about their consumer behaviour and habits:

• Where do they go first when they need to find out about a product or service?
• What offline channels do they use?
• What online channels do they use?
• Where do they prefer to shop?
• What communication channel do they prefer when they want to interact with a seller?
• Who do they turn to when they need recommendations on a product or service?
• How important is it to them to get a good deal? Do they wait for a discount coupon before trying a new restaurant, for example?
• What types of devices do they own (computer, tablet, mobile)?
• What kinds of purchases do they make for pleasure?

Questions about their negative experiences:

• What is the most frustrating aspect of their day?
• What is the worst user experience they have had?
• What recurring activity do they find stressful?
• What makes them anxious?
• What is the aspect of their work they enjoy least?

Finally, questions about their relationship with your brand:

• What do they see as your biggest challenges as a business?
• Which values do they feel your business conveys most effectively?
• What are the most recurring objections to your product or service?
• What are the questions your clients most often ask about your brand/product/service?

The questions in this article are general in nature and presented in a raw form. You will obviously need to adapt them to your situation, your clients and prospects, in order to extract useful information from your interviews. Not all of these questions will be appropriate for every sector or every client. Equally, the wording should be adjusted according to the client or prospect being questioned. The key is always to remain neutral and avoid influencing the answers in any way.