You’ve probably heard the terms ‘target audience’, ‘ideal customer’ and ‘buyer persona’ mentioned in different blogs and podcasts, or during general marketing chit-chat with other small business owners.
But do you understand why is it SO important to identify your ideal customer?
Many people think marketing is simply advertising and promotions, but its core purpose is to build a connection with your ideal customer and, in turn, draw their attention to your product or service. Too many small businesses ignore this step. Rather than getting to know their customer, they try to market their products and services to everyone.
To understand who your target audience is, answer the following questions:
What pain points do you solve for your clients?
What are their specific needs and priorities?
What keeps them up at night?
Do you know who is buying your services or products? Work on understanding their demographics:
psychographics i.e., the values, interests and purchasing habits of your current buyer and future ideal buyer
Why are customers seeking your service?
These questions will help you develop a profile of your ideal customer (also known as a ‘buyer persona’). Interview your current customers and review your website analytics and other sales results to help you further identify your target audience.
Understanding who your customer is will help you develop marketing messages that build a connection with your audience. This enables you to make more informed decisions on which online and offline marketing channels are best suited to your business. Your ultimate aim is to reach the right people through your marketing efforts, build their trust in you and your brand, and convert them to a paying customer.