Find Your Ideal Customer
The easiest way to find your Ideal Customer is to determine who your ideal customer is. Your Ideal Customer might be that busy collector or that first-time camping equipment buyer looking for the best sleeping bag.
Most companies have more than one ideal customer profile, although many of their characteristics and demographics may overlap. Here are a few critical items to think about. These profiles will help you to build that Ideal Customer.
Customer demographics span a wide range: age, education, gender, income, location, marital status, occupation, and hobbies.
For the purposes of your customer profiles, determine what’s relevant for your business.
More companies are using demographic data to customize marketing;
According to a recent online study, 45% companies that have an online store use demographics, increasing over 15% in just 2 years.
Knowing characteristics like marital status, income, and hobbies will help guide you in developing the
ideal messaging, offers, and imagery to use when marketing to your ideal customers.
A millennial software developer may respond better to an irreverent tone, but a Gen X physician may appreciate straightforward language. If you’ve been in business for a while, you can poll your existing customers to see what works. Be sure to test different images and messaging to see what drives conversions.
You can also look at who your competitors are targeting via their messaging (look for clues in their language like, “We save busy parents time…” to spot which demographic they’re targeting). This can identify new audiences that
you’ve previously overlooked.
Originally targeting urbanites renting walk-up apartments with sofas that could be assembled without tools, sofa-in-a-box company Burrow quickly realized its target market was broader than they originally estimated.
Demographic Case Study:
George had a furniture store that sold Sectional Sofas. Sales have been flat and it wasn’t until he helped his daughter furnish her first apartment did the lightbulb go off in his head. Given millennials increasingly rent rather than own, George expanded his marketing efforts to promote his product to millennials.
However, George had two goals in mind. First, he has a warehouse full of used furniture that was given to him almost every time he delivered a new sectional sofa. Secondly, he wanted to give these millennials a chance to build their credit by offering inexpensive rent to own terms.
At first, George would take the sofa and an odd chair but later he found that his customers would ofter give him tables, chairs, lamps, artwork, bedroom furniture. Every time he would get a new furniture group he would stage it in his warehouse, take several pictures, create a backstory that targeted his demographic, and list a price.
George’s Sectionals was the coolest furniture store in town. Millenials loved the fact that he would deliver the furniture and end rental agreements when couples would break up and offer them “Single Again Specials”.
In no time at all George was $200,000 in sales/rental per month. George would send his best rental customers emails about Sectional Sofas on Sale. He later opened a location near the University in George’s Town and that really skyrocketed his rental business. In less than 2 years George was doing over $500,000 a month in revenue.
The Importance of Filling your Demographics Needs
When we talk about customer demographics, we mentioned the location as an important point to think about, and other companies agree.
This isn’t just useful for local businesses (like your corner pizzeria). Online retailers and service businesses can use geographics domestically and internationally to see where their customers are located.
Finding existing geographics can be as easy as looking at your web analytics and drilling down into where your visitors come from and what they did on your website. Geographics can also help tailor messaging to particular markets.
For example, if you sell hand made home furnishings and goods, your campaigns for customers in large cities could focus on maximizing small spaces with a multi-function piece of furniture. At the same time, you can be marketing to suburban customers with a more design-oriented décor.
Where Your Customer Is Online
Now that you understand who your customer is and where they live, it’s time to figure out where your customer spends time online. Knowing web behavior helps you place content and ads in the right places on the right platforms at the right time.
For example, George found his ideal customers, spend a lot of time on Facebook, that is where he spent his advertising dollars.
If you’ve been in business for a while, you can create an online survey for your existing customers and ask what sites they spend the most time on like Facebook, Instagram, Pinterest, local news sites, or national business news sites, to name a few.
If you’re a relatively new business, sources like The Pew Research Center tends to have good general information about where your ideal customer may be browsing.
Empathizing with Your Customer
What keeps your ideal customer up at night? Once you’ve identified demographics, geographics, and where your customer spends time online, it’s important to put yourself in their shoes. To grow as a business, you’ll need to empathize with your customers and speak to their needs.
Recently, an online clothing retailer targeting a single, 20-something professional in a big city may share
tips on building a polished office wardrobe on a budget.
A pet supply company targeting a busy 30-something professional in suburbia may share tips on keeping a cat’s litter box from stinking up the house.
Figure out what your customer needs and capitalize on how your business fills the gap.
How to Identify Your Existing Online Audience
Whether you’ve been in business for a while or are just starting out, it’s crucial to have some sort of analytics
software installed on your website (like Google Analytics) to learn more about your existing customers.
Depending on what platform you use, you can view demographic information like age and gender, where your visitors came from (did they type in your website address and come straight to you? Google you? Click on an ad you have running on Facebook?), and where they’re located, down to the city.
You can also see what devices they use (iPhones, Android devices, or Windows computers, to name a few) and what pages they visit on your site.
Tracking website visitors can help you understand what product or service pages customers are spending the most time and how they find and interact with your website.
Now that you know how to find your audience, let’s take a look at what your competitors are doing with
their marketing efforts. We’ll start by diving deeper into competitor research and analysis and provide a step-by-step process for how you can get inspiration from your competitors and find a sweet spot for growth.
Here are the Keys to running a Successful Marketing Campaign.
1. The easiest way to find your ideal customer and customer is to create a persona of who they are.
2. Knowing your customers’ demographics can help you develop the right messaging that speaks to their needs.
Customer geographics can assist with knowing where your customers come from, locally and globally.
3. Poll your customers to find out where they spend time online, so you can spend your time and effort on ads and content where you’ll reach customers like them.
4. Put yourself in your customer’s shoes to create empathetic messaging.
5. Use website analytics to find demographic and geographic information, learn how customers are finding you, and understand what your customers are viewing on your website.
I hope this article really helps send you in the right direction. If you would like to talk about your business and have us review your website contact us by email at firstname.lastname@example.org