Not everyone needs your product or service. Not everyone will be interested in what you’re selling.
Directing your marketing efforts toward these people, then, will be a waste of time. You will see no ROI and zero traction from trying to get the attention of an audience who will never care.
However, for the people who do need your business, who will have interest – this audience is your sweet spot.
Targeting the right customers can make all the difference, in fact. Zeroing-in on these people can equal success for your marketing efforts and a boost for your brand.
But, what should your ideal customer look like?
The Basic Qualities of Your Ideal Client
Your target audience will be unique depending on what you’re selling and your brand identity. But, there are basic qualities that every ideal audience will have relative to your business.
1. They Have the Problem You Can Solve
The right customer will have the problem you aim to solve with your business. They’ll be looking for solutions and will be responsive before you ever reach them with your message.
2. They Have the Means to Buy and Use Your Product
Your best customer will have both the means to buy your product or service and the means to use it. Use, in particular, is important. This ties into the next ideal quality.
3. They’re Engaged with Your Product
A customer who isn’t engaged with your product will not become a repeat customer. Instead, they’ll lose interest and look elsewhere.
Why? Because, when it comes down to it, your product or service doesn’t fulfill anything other than a passing fancy.
4. Your Ideal Client Shares Your Brand’s Values
Every brand has a story and an identity. Your ideal audience will share the values you promote and support. They’ll think, “Yes, this is for me!”
5 Steps To Finding Your Ideal Customer
Now that you know what your ideal client looks like, you can figure out how to find them.
To do this, you need to ask smart questions that will help you narrow down your focus. This will help you identify the key audience you should be targeting with your marketing; this is the most important activity you’ll complete for your business.
1. What Are Your Target Audience Demographics?
Think about who needs your product or service.
- What’s their age?
- What’s their gender?
- Where do they live?
- What do they do for a living?
- What’s their income?
- Did they go to college, or are they high school graduates?
- Where are they right now in their lives?
- Are they married? Single? Kids?
Asking and answering these questions lets you define exactly who you’re talking to in your marketing. You can tailor your messages to speak directly to the person who will sit up and listen.
You may end up with a picture of your ideal client that’s incredibly specific, but this is good. This clarifies what your strategy needs to be, which will lead to more success.
2. Where Do These People Get Their Information?
Once you know who you’re talking to, determine where they hang out online and where they get their information. Are they Facebook junkies? Do they prefer news websites? Do they read blogs in a specific genre, like tech, lifestyle, design, or business?
This will help you understand where you should be publishing and promoting content to reach your audience.
3. What’s Their Budget?
Your ideal customer has a specific financial situation. Use what you’ve already determined about them to figure out what their budget would be for buying your product.
This is vital because if you’re priced too high, you’ll turn your customer away. Price your product or service too low, and you risk getting undervalued, which can hurt your bottom line.
4. What Has to Happen in Their Lives to Buy Your Product?
Figuring out exactly what spurs your customer to make a purchase is golden information. This tells you when you should swoop in and help them along the buying journey.
When you understand the impetus behind looking for a solution like yours, you can target customers precisely. This is powerful knowledge.
5. Which Benefits Do They Need Most from What You Offer?
Your product or service has plenty of benefits for your customers, but only a few are going to be of utmost importance. These will improve their lives or fulfill a pressing need.
Figuring out the top benefits for your ideal customer helps you tailor your messaging and be as persuasive as possible.
Discover Your Target Audience and Talk to Them to Boost Your Business
Your target customers are your ideal sells. These people not only want your product or service, they need it.
They have the means to buy it and the means to use it. Furthermore, they’re engaged with your product and your brand as a result. They could easily become repeat customers.
Finding out who these people are on a minute level isn’t as hard as it seems. You simply must ask yourself key questions to narrow down their traits, budget, preferences, and other factors.
Once you have the knowledge, you can go out and court that perfect customer. In fact, finding your ideal target is a little bit like dating. You should take the time to get to know them, present yourself in the best light, and discover the commonalities you share.
Approach the path to finding your ideal customer as a learning process. Take the time to do your research and tailor your marketing just for them. You’ll find that targeting people strategically is the way to success.