I’ve been chatting to clients and friends about customer acquisition - how they get new customers for their business. All too often I hear the statement “We tried posting our ads on social media and all we got where a few low-value customers and time-wasters”. Does this statement sound familiar to you?
Your ideal customer: Knowing who to promote to
My first come back is usually to ask “Where are your ideal customers looking, where do they hang-out online?” It’s surprising how many vague answers I get to this question, how many people haven’t actually delved into the profile of their ideal customer or don’t know their habits. If you don’t know whether they’re actually on Facebook, then you can’t complain if they don’t respond to your efforts on Facebook. You need to know who you’re targeting if you want real results.
Identifying your ideal customer
So how do you profile your ideal customer? Firstly, you need to know who your ideal customer is. If you have an existing business, then look at the customers you already serve, the ones that make your life easy, the ones you want more of. If you're starting from scratch, think about the people you have met in life experiencing the problem your company is trying to solve. Think about who they are, their personal experiences. Mould them into one person.
Building your customer profile
Once you have an idea of who your ideal customer looks like, make them real - personalise them, name them.
Name your ideal customer
Make your ideal customer as real as possible, give them a first name and last name. You could even use a real customer’s name - it’s up to you. When you think of the name Jessica or Bill, what face do you see in your imagination? It’s a lot easier to imagine dealing with a named person than to try and imagine a face for someone called ‘Customer A’.
Add their basic details
Keep building the profile of your ideal customer. Give them an age, a gender, marital status, occupation and income. Turn them into a living, breathing person. Doing this will help you paint a picture of who your ideal customer is and help you create their backstory.
Create a backstory
You can have a little fun here, but be realistic as well. What sort of lifestyle does this person have - is she a stay at home mum, or is he a hard-working, blue-collar kind of guy? What do they do, what do they care about? What are their interests? What are some of the things that have happened in their life that made them who they are, influences their decisions, or may affect their buying decisions?
Add some demographics
Where do they live? How do they live? Who are their neighbours and what is their neighbourhood like? Do they have access to transport or do they live in an isolated rural area? Why ask all these questions and get so in-depth? We need to understand their environment and surroundings, and how these could affect their buying decisions.
Understand their needs
What are their pain points? What are their problems? What are they trying to achieve? If you don’t know and understand their needs, how can you provide a solution to their problems? Everyone is different. Customer A may need different things compared to Customer B, they all have their own story.
Surprise and delight
How can you go above and beyond the needs of your customer - surprise and delight them, exceed their expectations? Imagine if costs and budgets weren't an issue... What can you do in your business to create the perfect experience for your customer? Asking this can help you think outside the box, beyond the current products and/or services you currently offer. It can lead to new innovative ways to help your ideal customers.
Using your new ideal customer profile
Once you gather all this information you’ll be able to paint the picture of a real person. You’ll be able to identify where this type of person most likely spends most of their time online or in real life, what they find interesting, what they’re trying to achieve, and how your product or service can help them. Profiling your ideal customer like this will make targeting your customers more focused and precise, instead of trying to target a greater mass of faceless people. As you know, we’re all different and have different desires and motivations. Knowing these can make all the difference in your design, marketing, and promotional efforts.
If you have any questions about profiling your ideal customer, creating targeted messaging or developing your customer profile through our brand strategy sessions, simply email your questions and enquiries to email@example.com and we’ll be in touch.