How to Identify your ideal customer
What do you value most when it comes to metrics from your Growth Marketing Strategy? How many people are viewing your content, or how many relevant people are viewing it? Marketing Specialist, Claire, takes us through how to identify your ideal customer before developing your marketing strategy.
Targeting your ideal customer is a key for success
What is more important to you when it comes to the marketing of your business; the number of people you reach, or the number of relevant people you reach?
The overall objective of any website is to convert viewers into potential customers. This means the goal is to get visitors to fill a contact form, download an asset, or even to pick up the phone and call. If you want to increase conversions on your website, then you need to be targeting a relevant audience; your ideal target audience.
While it’s easy for us to say “my ideal audience is a CFO in a business that’s willing to spend”, we need to think a little more specifically about who exactly we are targeting. So, how do we go about that?
There are a number of exercises you can do to identify your target customer:
First of all, are you targeting the right market already?
Data is everything; whether that’s data from your own customer base or data from the world wide web. Google Analytics is an excellent tool that serves many purposes, not least of all discovering whether you are targeting the correct audience with your marketing activities.
One key metric to watch for this is the bounce rate. If your bounce rate percentage is above 80%, you are more than likely targeting an audience that is not engaged by your website’s content.
Setting up a goal on GA to track how many people are viewing your contact page is another way to see if you are targeting an audience that is relevant to your business. People who look at your contact page are more than likely looking for an address, email or phone number. Even if they don’t fill in a form just yet, it means that your content is reaching out to the right people.
Existing customer data
Think about your current client or customer list. Which businesses on that list represent what you want most from a customer; maybe they are a progressive, medium sized business in your target with potential for growth. Now think about the decision makers and influencers within that company.
What are their roles, how do they interact with you, what are their expectations? These points will give you a basic profile for the ideal audience you wish to target with your marketing activity. From here, you can build a better understanding of the exact market you want to target, rather than reaching out to a broad and general audience.
Identify the problem you can solve
When working on your overall business strategy you would have (or should have!) come up with a value proposition which highlights your business Unique Selling Point. Your value prop also tells potential customers what problem you can solve for them.
If you can identify the problem you solve, you will have a better idea of the people you are trying to target. For example, if you manufacture Solar Panels, you solve the problem of finding an environmentally friendly and sustainable way to heat a building, therefore you’ll want to target the decision makers and influencers in architecture and engineering companies.
Using social media to analyse your potential audience is a great way to identify the types of people you might want to target. Using the search function on Hootsuite to see what kind of people are talking about the services you have to offer is a clever way of getting some extra data that you might have otherwise missed.
Customer Profiling Exercise
Customer Profiling is an excellent way to get an overview of who your audience really is. Whether you have completed some or all of the exercises above, this one is something we recommend you avoid skipping out on. Gather your team together and set up a workshop to discuss who your target audience is.
Talk about the exact personas you want to target - the CEO, the CFO, The Head of Procurement. What are their likely genders? What is their age group? How many years experience are they likely to have? Think about where they get their information from - magazines, online etc.
One you gather enough information, put your customer profiles into a table and examine them; are these the people that you are targeting? If not, it’s time to rethink your strategy.
See below for an example of how your completed customer profiling table will look.
At Dara Creative, we do more than market your business. We know that discovering the right audience to target is an essential part of any business strategy and that it should come before you get to work with your growth marketing activities. We’ll sit with your team to develop an ideal audience which all subsequent marketing communication will be hooked on. If this sounds like something your business would benefit from, contact us to arrange a meeting.