It’s a common mistake.
Unfortunately, most people repeat it all the time.
A business owner or marketer gets so consumed on WHAT they’re selling and forget WHO they’re selling it to.
This is the death of any marketing campaign, and unfortunately, the entire business.
Even if you have the greatest product on earth and you sell it to wrong people – you won’t be successful.
That’s why you need to understand your target market – the people you serve – before crafting any message to engage and sell them your products.
Before you can make any sales, you need to understand…
- WHO is your ideal customer
- WHERE they’re hanging out online
- WHAT challenges face them
So, how do you know all that?
Don’t worry – I’ll show you everything you need to do in this article.
But before we do that, I want to make sure you understand why knowing your target customer is so important.
Why Start With Understanding Your Target Market?
If you wish to connect and engage your customers, you need first to define them.
This is because digital marketing is composed of different disciplines. There’s social media, content marketing, email marketing, paid traffic, product creation, analytics, copywriting… the list goes on.
Knowing your target customer helps you to craft a core message that applies to all of these disciplines.
Product creation: Understanding your target customer will help you create a product that your customer actually NEEDS
Content Marketing: Knowing your customer will help you decide what video, blog posts, podcasts, or content you should create to attract and convert leads to loyal customers.
Paid Traffic: Understanding your customer helps you choose an ad platform that you should buy traffic from – and targeting options at your disposal.
Copywriting: Knowing your customer will help you describe your offer simply and irresistibly.
In simple terms…
Once you get clear on the person WHO is to buy your products and services, it will be easy to craft and present them with a message that will make them buy whatever you are selling.
Understanding Your Customer: What To Look For
There are 5 major components that you should pay attention to when analyzing your customer:
- Customer Demographics
- Customer goals and values
- Customer source of information
- Customer pain points and challenges
- Customer objections and roles
To get some of the information, you’ll need actually to talk and survey an existing customer. Find out what they need from you.
Some other times, you’ll already be familiar with all of the above information.
What you need to do is – write down all these components.
1. Customer Goals And Values
The first step to get started is by listing the goals and values of your ideal customer. Note goals and values that are relevant to the product or service that you offer.
One of my products is copywriting – crafting a message that persuades your audience to take the desired action (Subscribe, follow, or buy).
For example, as a Copywriter, my ideal customer has the following goals and values.
Goals: My customers want to…
- Increase customer engagement
- Attract more customers to their businesses
- Make more sales
- Scale their business
Values: My customers want to…
- Develop their business
- Offer value to their customers
- Connect with their ideal market naturally
- Creating credibility with the target audience
2. Understand Source of Information for Your Customer
This component is essential in finding WHERE your target audience spends much of their time. Your work should be to answer the following questions.
- Where do they hang out (Both in-person and online)?
- What experts do they follow?
- What materials do they read?
This information will help you find the best platform to focus your marketing efforts on.
List source of information in each of the following categories;
Books – which books do they read?
Magazines – List them.
Blogs/Websites – Which website do they visit regularly?
Conferences – Where would you find them?
Gurus – Whom do they follow?
Other – What other sources of information do they engage with?
The idea is to find books, blogs, magazines, conferences, experts, and so on that ONLY your customer would be attracted to.
Knowing all these details will help you identify where you can find your ideal customers. It will also help you do an advanced targeting when you are paying for ads on platforms such as Facebook.
3. Demographic information
Demographics will give your ideal customer life and human nature.
This section includes facts – like a person’s age group, gender, income level, marital status, job title, location, level of education, and so on.
Write this section as a statement instead of a list.
My ideal customer is a man at the age of 40, with a college degree who earns $150,000 living in New York City.
Think of your customer as a real person.
4. Challenges And Pain Points
The next thing is to think about the challenges, problems, and pain points in your customer’s life.
This information will help you develop products that solve the needs of your customers.
You can also use the information to write a compelling message that makes your audience take action. They will trust you easily since you speak directly to their pain points.
5. Objection and Role in The Buying Process
At this stage, your work is to think about why your customer might choose NOT to buy from you. Find the ‘objections’ that you should address in your market.
Objections could include;
- Defective products
- Poor customer service
- Delivery delays
- Long response time
With this, you will craft a message that assures your customer that you will offer value to them.
You will craft a message like…
We deliver in one business day (perfect for customers who object delays).
You’ll also need to find out the role of the customer in the purchasing process.
- Are they a decision influencer?
- Are they the primary decision maker?
If your target customer is NOT the primary decision-maker, come up with a strategy that will help them to appeal to the decision-maker.
Final Tip: Build A Single Profile At A Time
Think of your target customer as a real person – not a group of people. First, build a profile for one ideal customer.
It would even be better to call them by name.
Once you complete one profile, go ahead and pick another ideal customer and build a profile on them.
This applies to all businesses that have more than one target customer.
For instance, your target customers could be both men and women living in different cities.
What I mean is, pick a man living in one city and build a profile. Then pick another man living in another city, earning a different amount of money and create a profile on them. Once done, do the same with a woman customer… and so on.
In the end, you will have different profiles that give you a perfect picture of who your ideal customer is.
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