Recently I participated in a Tweetchat with a great group of business minded folks. It had a good mix of people from seasoned pros to the “I have an idea for a business” entrepreneurs. One of those green entrepreneurs asked me directly, “How do you determine your ideal customer?” It was really refreshing to have someone ask me this question. Because I have to tell you, this is one of the first things I ask/find out when I start working with a new client.
There are so many businesses out there that want to take the easy way out and say, “I want to attract ALL people to be my customers.” As much as I understand this desire to get a customer, ANY new customer, this broad statement really doesn’t help.
If you’re about to start a business or if you’re already in business but looking to grow, you really need to challenge yourself. You have to pin down who your ideal customer is. The knowledge of this is so important, because it allows you to plan your business, better your product or service, and it helps you truly craft a marketing message that attracts those ideal customers.
If you’re already in business, you can analyze your current “best customers” to form a profile. If you’re a start up, you’ll have to rely more on your experiences and desires.
5 questions you need to answer to determine your ideal, target customers:
Who are they? Find out their age, gender, income level, etc. These things are important, because you don’t want to be marketing your daycare service to seniors or your high priced women’s business fashion to 18 year old men. Get the picture?
Where are they? Do/Will you serve people locally, nationally or internationally. This will help you market to these locations specifically.
What do they care about? Knowing what interests them, where they congregate and a bit about their personality, all helps form your promotions and messages that they’ll be interested in.
What are their needs? Figure out why they need your product or service. What problem do they have that you can solve or help them with? This will allow you to tailor your business to better serve them.
What media are they using? Find out where these people get their information and learn about things. Is it in newspapers, on websites, on social media? Knowing these things will ensure that your business is where your customers are.
Once you’ve answered these 5 questions, you’ll have a great idea on how you’ll reach them. Or in the case of the already established business, you’ll be able to get more of the “good ones.”
If you need help with this process or need help crafting a message and reaching these ideal customers, we here at Kelli Koladish Design & Photography are always willing to help!
Image courtesy of Stuart Miles / FreeDigitalPhotos.net