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Hello! Kevin Namaky here, and today we’re going to talk about the importance of defining your ideal customer.
One of the first and most important things that you’ll do in your business and in your marketing strategy is to define your target customer. Everything else in your business is based on it and flows from it, so it’s very important that you do this first and that you get it right.
If you get this right at the very beginning, it’s going to make a lot of things easier in your business. You’re going to know the problems that you need to solve for your customers. You’re going to know the products and services to offer – what are the right products and services. You’re going to know how best to communicate those things to your audience. You’re going to know where to find them. And you’re also going to know, competitively, how you need to position yourself.
So those are all really important things that you have to get right first, before you do anything else.
You probably keep a lot of this stuff in your head already. You may think, “I kind of know this. I have a sense of it. I’m doing it today. I know who my audience is.”
But, if it’s in your head, I’m going to encourage you right now to get it out of your head and get it down on paper. If it’s not written down, it’s very easy to get off track, sometimes without even knowing it. You want to have it written down so you can hold everything you do up against it.
Alright, so one of the first things you can do is imagine the perfect customer. Imagine a specific person—someone that’s ideal for your business. You can look at themes over the last 6-12 months. So, the people that you’ve worked with, the people that have purchased from you, the people that have used your services over the last 6-12 months. Think about the ones that were your best customers, the most ideal. What are some of the patterns and themes you notice among those customers?
If someone walked in your door tomorrow, or if someone visited your website tomorrow, or if you met somebody tomorrow, how would you know that they’re an ideal fit for your business? What are the things that you would notice? Write those things down.
You probably know what those things are. You know how to tell if someone’s ideal. So actually just list them out: How would you know?
An important thing here is to be specific. You want to think about things like demographics, geographics (where they’re located). In B2B you’re going to think about things like industry. Those are all important, but you want to go beyond that.
You want to think about their defining attitudes and beliefs. What are the things they value? What are the things that they think? Those are actually going to be, in many cases, more important than demographics.
Other things you want to think about are goals and challenges. What are this person’s goals? What are they trying to achieve? What are they trying to get? What’s motivating them? And then what are the things that stand in the way? What are the challenges? What are the issues that they face?
You can apply this to both their life context (goals they have in life, things they’re trying to achieve for themselves and the things that get in the way), and also a category context (the category that your business operates in). So, if you’re operating a service or product business, they might have goals or challenges related to that category.
The other thing you can ask is: Where are they? Where do they go?
It could be physically. It could be virtually, online. Where are the places that they tend to hang out, get information. You want to list all of those things out as well.
Once you think through all of the things that we’ve just talked about, the best thing to do is create a one page profile. Make it easy on yourself—it’s a single page. And just take all the things, all the answers to these questions and write them down on a single page. Capture them for your business, for yourself, for anyone else that you work with so that you have it in place.
It will help guide you. Help make sure you stick to your strategy. That you’re messaging doesn’t get off track. And that you’re doing things the right way according to the strategic goals that you want to achieve as a business.
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Thanks and we’ll see you in the next video.
GET A CLEAR MARKETING STRATEGY
Defining a clear target customer is an integral part of a sound marketing strategy. If you’re struggling with clarity in your small business messaging, clarity in who you are targeting, or clarity in which tactics will work best for you, maybe we should talk.
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Kevin Namaky is a consumer brand leader, trainer and speaker. He trains brand teams to enhance their marketing skills, lead and grow their business, and accelerate their careers. As a consumer brand leader and strategic consultant, he created billions in new value for Fortune 500 clients. Connect with Kevin on LinkedIn.