Understanding your ideal customer is a vital part of marketing. Without knowing who you are talking to, how can you possibly know what to say, or appeal to their deepest desires and needs? The simple truth is it is impossible, so it is vital that you learn about your ideal customer before embarking on any marketing activity whatsoever, from designing your website to printing direct mail.
So, for today, the big question is – how can you understand your ideal customer, and get the knowledge you need to target them in the right way? We’re going to find out right now, in our nuts and bolts guide to developing a picture of your ideal client. Let’s take things right from the beginning with some of the basics. First of all, it’s time to start building up a picture of your ideal client. Now, the important thing about this is that it should not be based on your ideas, or who you imagine loves your product or service. Instead, you should draw your picture on facts. It’s primary market research at play here, so you will need to start with deciding on the right demographic, by using as many marketing segments as you can. A market research company can help you, of course, and you can also glean some excellent information from your website analytics.
Think like your customer
The next step is a little trickier and requires a lot of empathy. You need to think like your client, and try and work out what their pain points are, and why your product will solve them. Again, a lot of research will be critical at this point, and use as many resources as you possibly can. Industry blogs, Google Trends, search volumes, and even business course prospectuses – all of them can get you off to a great start.
Start building a list
Next, it’s time to start making a list of your ideal clients and prospects, to make your research even more relevant. Again, you can use a market research firm to help you or even buy a list from a call center company. Don’t forget to think outside the box. For example, let’s say you run a pool cleaning business – maybe you will find your ideal clients from a list of timeshare owner leads, rather than a list of mortgage holders.
Use surveys
Still struggling to get to grips with defining your audience? Well, why not be a little more direct by opening up better lines of communication with your current customers? Offer them a discount or a chance to win a special prize if they fill out a survey, for example. Using surveys can be a good way of find out that little bit extra about your clients, and help you develop a deeper understanding of their desires and needs.
Apply what you have found
Now that you have a wealth of info on your ideal customer, it’s time to start using it. And if the data points to benefits if you make a change in a particular area, don’t be frightened to grasp the nettle with both hands. Your research could end up changing your marketing tactics, website design, and even your original business plan. But, ultimately, you will be on a more solid footing than you were before. Let us know how you get on!