Today we’re going to help you to refine your branding, story — and going forward — your product development and marketing by identifying your ideal customer. Knowing who your business serves, who you customer is and what they want, is key to success.
Your target market is the slice of the population your products are made for. Your products should fulfill a need and/or solve a problem for your target market. Even if you have an idea of who your target market is, it can still be a little confusing as to who, exactly, you’re speaking to when you write blog posts and social media updates. In order to get a clearer idea, narrow this down to an ideal customer.
The key here is to always remember that your ideal customer is not ‘everyone’. Your business might serve more than one ideal customer (for example, Epheriell has at least three ideal customers — men who buy wedding rings from us, women who buy their guys’ wedding rings from us and women who buy our other fashion jewellery) so you might want to create an ideal customer for each of the different slices of your market.
To help you do this, we’ve created an Ideal Customer Worksheet. Use it to create a persona for your ideal customer and write his or her story — you can even find a random photo of someone on the net to use in your (private, of course!) profile to help flesh them out.
Write their story, answering at minimum the following questions:
- What is their name?
- Education level?
- Style (clothes, hair, transport, music tastes)?
- What does their house look like?
- Are they single, married, children or not? How old are their children?
- What are their hobbies and passions?
- What blogs, TV shows, and books do they read?
- What do they care about?
- What need of theirs are you fulfilling?
- What problem of theirs are you solving?
This exercise helps you flesh out the person you want to be working with and selling to. Whenever you write copy (product descriptions, blog posts, social media updates) you can talk directly to this person in the way you write.
Now, the question is — are your ideal customer and your actual customer the same? Or is there a discordance there? If they are the same, brilliant. If they’re not, start thinking about why that is, and what you can do to bring your dream customer and your actual customer into alignment.
Pro Tip: If you have a business Facebook page with a decent number of followers, check out the analytics section — you can see the location, age, gender and more of the people who already like your brand. Does that align with your ideal customer and target market?
Homework: Fill in your Ideal Customer Worksheet and find a picture of your ideal customer. Then introduce them in the Facebook group!
In our next lesson, we’ll be covering an absolutely essential element of selling successfully online — your product photos.