Finding Your Ideal Customer – 4 Questions You Need To Answer
If you’re a small business owner, you probably don’t have tons of money to burn on bad marketing. Even if you’re spending money on targeted marketing, targeting the wrong people can mean lots of cash and little results. If you’ve tried every marketing trick in the book and nothing seems to work, it may be time to reconsider your ideal customer.
Your ideal customer is the customer you’d want to have in a perfect world. These are the customers who not only pay their bills on time, but customers you truly think are awesome people who you always want to go the extra mile for.
There are a lot of factors as to what makes an ideal customer. So to ensure you’re marketing to the most perfect of ideal customers, you’re going to have to create a buyer persona. This graphical representation takes customer information to create a fictional ideal customer that you can look back on as a point of reference for all marketing. Every buyer persona is a little bit different, but if you want to get the most out of your future marketing there are 4 questions you absolutely have to ask yourself.
1What’s important to your ideal customer?
Depending on your ideal customer’s age, marital status and income, your ideal customer is going to have different focuses in their life. This can be kind of a broad question, so you may want to break it down into smaller sub-categories like finances, home life and professional life. Take into consideration how they were raised, religion and what success means to them.
2What problems are they trying to solve?
Imagine your ideal customer opens up a fresh new Google search window. What is it they’re going to search for? What kind of answers are they looking for? How would they phrase those questions and why does it matter to them in the first place?
3What are they afraid off?
We’re not talking spiders here. What do they think about when they can’t sleep at night? What things are always in the back of their mind as a constant source of stress? The deeper you can dig the better. Money can be a topic of stress for everyone. But is it because they have debt hanging over them, they’re worried about paying for their kid’s college tuition, or is it possibly straining their marriage?
4What influences them?
Everyone knows that bacon is unhealthy, but delicious. Although it’s common knowledge it shouldn’t be eaten, we still eyeball it on the breakfast menu.
Absorbing information and acting on it are two very different things. So is it the positive or negative that’s going to influence your ideal customers? Will they focus on what they will be given by making an action, or what will be taken away from them if they don’t?
Long Story Short
Your marketing shouldn’t be selfish. If you’re only talking about how great your product is and its cool do-dads, your marketing is going to fall flat. Instead touch on how it solves your ideal customers problems and how it will make their lives better on a deeper level.
If you’re interested in learning more tricks to find your perfect customer download our free ebook, Lifecycle Marketing Planning Guide today!