How to Target Your Perfect Customers
Want to increase the odds of your business growing successfully? By defining and understanding your perfect customers, you’re able to target your website, marketing and promotion with them in mind. It doesn’t mean you have to turn away anyone who doesn’t match your idea of perfect, but it does increase your success with the people most likely to fuel your business.
The best method is to create Buyer Personas (also called Marketing Personas) to represent your target customers. These fictional examples combine real research and insight to produce characters to keep at the front of your mind when thinking about how to promote your business.
For example, do you target individuals or corporate customers? What problems are they trying to solve when they buy from you, and what will encourage them or dissuade them? What can you do to help them?
Most companies find 3-5 Buyer Personas will be enough to cover their main customers without spreading their focus too wide. The typical information will include:
- Job Title
- Company/Job Details
- Age and Gender
- Location (e.g. Urban, Suburban or Rural)
The next section will deal with the goals and challenges that you aim to solve with your business.
- Primary Goal
- Secondary Goal
- Main Challenges
- How You Can Help Them
And the last section will deal with the reasons why they might not have bought from you yet:
- Ideal Marketing Message (How would you sell yourself to that person in 1-2 sentences)
You might also want to include more information to help target your marketing and advertising:
- Hobbies and Interests
- How they use the Internet
- Newspapers and Websites they read
Where to Find Your Perfect Customer Information
The first step is to look at the information you have from existing customers. Who generates the most profit (not just revenue), or is potentially interested in a large enough volume to grow your business?
If you have an existing website, check your site analytics to see where customers came from (including what keywords they were using to search), and what they viewed on your site before making a purchase. Are there common questions or problems they are submitting into a search engine before finding you? You can also add to this data by looking at any social media networks you have access to.
Add to this with insights from your team. Anyone that has any interaction with customers and data should contribute to Buyer Personas, including the questions and objections that commonly crop up.
Finally, use surveys and interviews to ask actual customers. That will give you the best information on their goals, objectives and what made them purchase from you (or not) in the past.