STOP SPAMMING!! How to target your ideal customerNov 21, 2019
Hands up – who loves SPAM?
(and I don’t mean the canned cooked pork stuff you used to get at school)
The plethora of unsolicited emails and calls that we still get bombarded with on a daily basis.
Let’s face it, nobody does and yet it’s still cluttering our inboxes – unwanted offers and promotions – quite aggressive sometimes – for products and services that would never appeal to us.
As the quote says, spam exists because of bad targeting...
- not understanding or appreciating our target audience
- their personalities and characteristics,
- their roles and responsibilities and more importantly,
- their ‘pain points’ and how we can provide a solution for them.
It’s surprising how many businesses think they know their customers and yet, there’s very often a gap between the basics they already know and, the behaviours and preferences that are key to reaching their target market and selling to them.
Defining who your potential clients are and what motivates them to make a purchase, gives you the power to convert them into loyal, paying customers.
So, if you’re struggling to understand and define who your ideal client is, here’s the guide I use when working with my clients:
- Demographics - Who are they – Gender / Age / Organisation / Location
- Job title including their daily duties and responsibilities... e.g. head of
purchasing, sales, marketing, HR – Responsible for A, B and C etc..
- What are their interests – What do they do when they’re not working sport, travel, and leisure... Also – media consumption – where do they hang out online?
- Buying Cycle - How often do they buy your product / service - When should they buy?
- Pain points – REALLY IMPORTANT - What challenges do they experience – How often? Reasons why? Any specific experiences?
- Your solution - What services / products can you offer them - How will it relieve their pain points? Any added value you could offer?
So, how well do you know your customer? And what are you doing to keep them happy?