You want to sell and serve to the right audience, correct?
But you also don't want to waste your most valuable resources, like time & money.
These two elements are gargantuan assets to your small business, especially when it comes to promoting your brand. They're the building blocks of being an entrepreneur, and building a culture of efficiency is a requirement so that your valuable time isn't wasted and budgets aren't blown.
Here's the simple truth: If you waste your time and money communicating to the wrong audience, I can promise you that you will not be in business long.
But I have great news!
I can help you find your target market. I can guide you, with little effort, to understand who you truly want to serve with incredible content, services, and products daily.
There is only one winning strategy. It is to carefully determine the target market and direct a superior offering to that target market.
- Philip Kotler
The Perfect Customer Profile
Every business owner craves the perfect audience. It is a feeling of success and fulfillment. Furthermore, it creates a "tribe" effect that brings together a sense of community if you have connected to your consumer on a direct and personal level.
Rather than dreaming about this perfect person, let's define your target customer together.
Completing this simple (yet sometimes daunting) task, and I'm requiring relevant details from you. Dive deep into your expectations, and don't hold back.
There is no wrong answer here.
This is where you need to pull the steno pad and pen out, and follow along... I'm serious!
What is the gender of your perfect customer?
Here is where you can target who you actually want to see your specific campaign, or even your overall brand.
However, there are many services out there that focus their efforts on one side of the coin, but have a minority of members of the different sex.
Now, I certainly don't want you to ever discriminate... This is probably (and should be) the easiest question to answer.
A great example would be Target. This company knows that their target consumer was the "minivan mom" in the days of Tar-zhay.
Obviously, this article talks about the move toward a different demographic. But it definitely serves its purpose by proving even a big-box retailer does target a specific gender because of the different opportunities.
Knowing if your product is geared toward a specific gender will save you so much time and money.
What is the age of your perfect customer?
Think hard about this. When defining the age of your consumer, you want to look at a range of 15-20 years. That is the typical divider between generation types.
As an example, say you're in the business of lawn care. You decide that your target market age demographic is the 35-50 year old businessman/woman.
Know the reasoning behind this choice as well. For the instance above, I chose that specific age group because I feel that those individuals are too tied up with both home and work life to landscape their yards.
You can elaborate more behind the reasoning, but being specific definitely helps.
What are their hobbies?
What does this person like to do in his/her free time? Is it photography? Shopping? Fancy-schmancy dining? Stamp collecting?
It's important you define this. You definitely need to know your demographic personally, so that you can target them where they have fun.
You can also use this opportunity to pair your brand with things your audience loves the most.
You find out that your fans' favorite television show is coming to an end, and a hashtag is trending on Twitter. Since you know this about your clientele, you can target an intentional comment toward this. Watch the interaction between your brand and your customers skyrocket!
What is their family like?
Are they child-by-choice? Are they married? Single? 3 children? Multi-family household?
Once again, it is important to know how your customer lives at home.
This ultimately affects buying decisions based on discretionary income. This will also tell you where they will prioritize your product or services.
What is their career?
This plays a huge factor into the buying habits of your ideal consumer, how they will use what you have to offer, and ultimately if they see your product as a want or need.
Does a doctor buy the same products as a restaurant server? Does a fireman purchase the same services as a real-estate agent?
What lifestyle do they have?
What are your fans' values? Do they focus on sustainability? Are they vegetarian? Do they outsource every household chore possible?
These are important questions that you should consider when getting to know your consumer.
Not only will this give you an idea to what price points they will consider, it will also tell you how they will perceive your brand.
More importantly, it will provide you with information that you can use to reach your consumer in a more passionate and empathetic way.
Other questions to consider:
• Where do they shop?
• What are their fears & frustrations?
• What is their social media preference?
• Where do they live?
Ultimately, you are trying to define your consumer in as many relevant ways as possible. The more you know about the habits and personalities of your customer, the more efficient in directing your resources.
Why Do I Need To Do This Again?
I cannot stress how important it is for your business to actually know who you're selling to. I've already covered the time and money aspect, and how you will save tons of both over the course of time.
What if I told you that you could use all of this to your advantage? That is the point, right?
We must be responsible with this information. No exploitation or demeaning sales tactics that will get someone in trouble either financially or personally...
I'm talking about building that VALUE!
Taking your marketing to the next level by catering the content you provide to your customer will create raving fans that will spread the word about your small business.
In anything you do, you must do it for the fun and passion. The money earned is only a byproduct of your dedicated service.
This is your chance to build a quality relationship based on the information that you've gathered, the resources you have, and the epic value you can create for them.
Here's your challenge:
Alright, you know exactly who you want to build your brand for... Now you are ready to jump feet first into the world of brand-building.
So do this: Pick one topic a week to write about based on the information you've gathered. Incorporate your brand values and beliefs, but do not sell in this content.
Do this for 6 weeks, and see your consumer interaction blossom.
Remember, it's all about adding extra value to your brand.