When you know your ideal customer, it changes everything in your business. This target market is the basis for everything you'll do – your branding, the products and services you'll offer, the marketing channels you'll use, and the way you interact with your customers; therefore, it’s essential to take this crucial first step.
Your ideal customer is the person who can benefit the most from what you're offering. Businesses create a persona that describes this market as one individual. It might say something like, "Elena is a small business owner in the east coast earning XXX per year and seeking to grow her business…" It's peculiar so that you know exactly who you're targeting.
To create a customer profile, you'll need to gather as much data as possible about the people who'll buy from you.
Here are the questions your customer profile should answer:
1. Where is your ideal customer and what do they do?
An accurate and complete picture of your ideal customer starts with identifying where they are and what they do. The demographic information would include things like geographical location, age, job status, annual income, family structure, and so on.
2. What problems does your product or service solve?
Your ideal customer is facing some problem or challenge. You need to discover what pressing need they have so that you can offer the product or service that will solve it. What change will your offering bring about in the customer's life?
3. What is the customer looking for when they shop?
A significant part of your ideal customer profile is buying behavior. When and how does your target market shop? How do they feel about the money and the products and services they buy? If you know this information, you can adjust your offer to fit your customers' lifestyle and buying behavior.
4. What are the customer's objections to buying?
It’s an important question for understanding the behavior of your customer. Many people get close to buying but stop at the last minute for one reason or another. They might wonder if the product will deliver the results, or they may not be sure whether it's worth the price. Your marketing should address these objections and dispel them to remove obstacles to buying.
Finding data on your ideal customer
So, where do you go to find this information? There are many ways you can learn about your market:
- Conduct research on social media, including places like online forums and Q&A sites.
- Talk to existing customers or the audience you already have.
- Follow your competitors and see what kind of people follow and buy from them.
- Conduct surveys online with people in your niche.
Once you know who your target market is, what's unique about your product or service, learn how your customers like to shop, and identify their hesitation before buying, you’ll get more out of your marketing efforts.