Building Your Customer Avatar: Who is your Ideal Customer?
Ashley Lilly, Dec 29, 2020 11:00:00 AM
Before you charge ahead with your marketing plans, do you know who you are marketing to? Every business should have a solid understanding of their ideal customer. When you know your customer’s goals, challenges, and preferences, you can better serve existing customers and more effectively target prospective customers. Your ideal customers are the center of an effective inbound marketing strategy, so let’s discuss the importance of knowing your target audience and what factors will drive strategic decision making.
Characteristics of Your Ideal Customer
Consider your buyer’s needs in relation to the product or service that you provide. What problem does your product solve? What challenge does your service eliminate? Answering these questions will uncover your buyer’s needs, and help you expand your exploration into the common traits, values, and stories. Here are some top characteristics to help you build a persona of your ideal customer:If your business sells to consumers (B2C), buyer information may include:
- Marital status
- Geographic location
- Psychographics (attitudes, hobbies, beliefs, interests)
- Media and technology preferences
- Pain points
If your business sells to other businesses (B2B), customer characteristics may include:
- Years in business
- Number of employees
- Pain points
Of course, not all personas will have answers to all questions but depending on the nature of your company, you are very likely to have more than one ideal customer. Gathering all of your information together and focusing on their buyer behavior will then help you identify, target, and align your marketing and sales efforts that speak clearly to your ideal customer(s). Rather than broadcasting your marketing messages to the entire world – an expensive proposition even in today’s digital landscape, you can concentrate your resources to attract the right people. That is what the Growth way is all about, placing the right message, in front of the right person, at the right time.
When you discover your initial ideal customer it should impact the thinking about your basic business model and overall business strategy. Imagine creating a Facebook or Google Ad for your perfect customer. How would you describe this customer? Who is the most likely to buy your product or service immediately? What are the most important qualities that your ideal customer would have? All great business models are customer focused and considering how these questions can impact your business offerings, distribution channels and pricing, identifying your ideal customers will help your business become more profitable and successful.
Ready to take your inbound strategies to the next level?