How Well Do You Know Your Customers?

Anytime you’re marketing your product or service, you need to understand your ideal target market.

You would Ask yourself:

• Who is my ideal customer?
• What do they do?
• What are they like?

By asking yourself such questions, you will avoid falling into the trap of broad targeting. Broad targeting can lead to the following outcomes:

1. Trying to appeal to everyone will result in your business appealing to nobody.

• To speak in everyone’s language will result in no customer connections.

• If you try to reach everyone, you will overspend and not reach your target market (especially your ideal customer).

Identifying Your Ideal Customer Avatar

By identifying your customer avatar you will be able to:

1. Find where to advertise your product or service to maximize its exposure to your ideal customers.

• Use the language and tone of voice of your market when speaking to them.

• Know the type or style of marketing that will connect with your ideal target.

• Know the story your content marketing should be telling.

The following steps will lead you to creating a perfect customer avatar.

Demographics: Who are they?

Begin by identifying your ideal customer avatar.

Mainly, you’re listing the key demographic buyer personas of your ideal customer:

This can allow you to have solid answers to key demographic buyer personas questions.

Psychographics: Why are they buying?

Psychographics is all about the psychology behind customer behaviors. It’s about getting inside the head of your ideal customers. It involves looking into their goals and values, concerns, interests/hobbies, challenges and pain points.

Goals & Values

When examining this area, you would look at the goals your ideal customer avatar aspires to achieve, what do they want to gain in their lives? You will target prospects that need your product/service to achieve their goals.

Similarly, you would map out the values of your target customers. Their values will help drive your content marketing strategy as you create content that speaks to them and hits them deep within their core.

Concerns

Buyers have concerns.

Think about what worries they might have about your product/service.

Or, to put it differently; what are their concerns?

What about your product/service might put people off. This will help you address their worries before it becomes too much of a concern.

Pinpointing the key concerns of your ideal customer avatar, will help you work on fixing their concerns as you provide great value for the money they spend on your product/service.

Lifestyle – Interests/Hobbies

What would make your target market answer the call to take action on your offer?

What do they enjoy doing or working on– are there any hobbies or interests that commonly come to mind?

When really getting to know the psychology behind a buyer, you would gain insight into their life. Finding out what your ideal customers are interested in, makes it easier to develop a content marketing strategy that appeals to their interests.

As a result, you increase engagement and have a better chance of generating leads and making sales.

Challenges & Pain-Points

What particularly are they struggling with?

What are their most visible pain points; what might be keeping them up at night?

This psychographic is in line with your ideal customer avatar goals and aspirations. When you find out what’s challenging them, it shows you how to best market and sell the products/services that addresses their primary challenges and pain points.

Sources of information: Where are your ideal customers?

Different information sources will show you where your ideal customers are. What key information sources does your ideal customer depend on? Where does your market hang out?

Who are the gurus that are influencing them? And any live conferences or events they like to attend.

By understanding the sources they use to gain information, it will make it clear to you the platforms where you should spend your marketing budget. If your research shows that your target market gets all of their information via websites and blogs, then you now know where to place your ads and create engaging content.

Objections and role in the purchase process

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Customers may be skeptical of your product/service and if it’s able to make a difference in their lives.

Your ideal customers want to be understood and have their needs cared for. It’s important to know, what objections they might have in your product/service?

Consideration should also be given to who else might be needed to make the purchasing decision? When it comes to your ideal customer, it’s good to keep in mind that making a decision in the purchase process may consist of another key person.

That’s why it’s very important to provide them with value at each stage of the customer purchasing journey,

Ideal customer avatar: infographic

Conclusion

A customer avatar should be a fundamental element of your marketing strategy. It creates a foundation for targeting and attracting the ideal customers for your business.

It’s vital you take the time to identify your ideal customer avatar as it will help you save money in your marketing and sales efforts.

Doing such crafting to identify your ideal target, will provide your business with a greater ROI.