When you know who your target audience really is, this changes everything in your business. Your target market is the basis for everything you do in your business – your branding, the products and services that you offer, the marketing channels that you will use, and the way you interact with your customers.
You could even go as far as saying that it will be hard for you to be truly successful without fully knowing your target audience inside and out.
Your ideal customer is the person that will benefit the most from your product or service so it only makes sense to make them your priority. The easiest way to identify your target audience is to build a persona that best describes your intended audience. Giving your target audience humanlike characteristics during your discovery phase will make it far easier to identify.
Let’s take Jane for example, she is a stay-at-home mom of 3 that has just started a small business making personalised acrylic keychains. Her business is booming amongst other mothers at the school and she is now seeking to grow her business online. The persona we have just provided is detailed enough for you to fully understand who you are targeting.
To create your own customer profile, you will need to gather as much data as possible about the people who will be buying from you. And then tailor your message to that ideal audience.
Here are 4 questions that you should be asking to help you identify your target audience.
Where is your ideal customer and what do they do?
An accurate and complete picture of your ideal customer starts with identifying their demographic information such as things like geographical location, age, job status, annual income, family structure, and so on
What problems does your product or service solve?
Your ideal customer is facing some problem or challenge. You need to discover what pressing need they have so that you can offer the product or service that will solve it. Ask yourself the following questions:
- What keeps your customer up at night?
- What are their greatest fears?
- What change will your offer bring about in the customer life?
What is the customer looking for when they shop?
A major part of your ideal customer profile is buying behaviour. When and how does your target market shop? How do they feel about the money and the products and services they buy?
By knowing this information you can adjust your offering to fit your customers’ buying behaviour.
What are the customer’s objections to buying?
This is an important question to help you understand the buying behaviour of your customer. Many people get close to buying but stop at the last minute for one reason or another. They might wonder if the product will actually deliver the results, or they may not be sure whether it’s worth the price. Your marketing should address these objections and dispel them to remove obstacles to buying.
How to find data on your ideal customer?
We have addressed what you need to know about your target audience, but where do you go about finding this information? Here are a few ways that you can learn more about your market:
- Conduct research on social media, including places like online forums and Q&A sites.
- Talk to existing customers or the audience you already have.
- Follow your competitors and see what kind of people follow and buy from them.
- Conduct surveys online with people in your niche.
- Use search listening tools to discover what questions customers are turning to the internet for answers to.
Take time to get to know your target audience. Not only will it help you to differentiate yourself from the competition, but it will make it easier to come up with a product or service that your potential customers will buy.