The best online marketing campaigns are highly segmented, specific, and focused. They also need an ideal customer profile. Basically, ideal customers are those who understand your value and are excited to transact with you. They are happy to pay what your products are worth.
Your ideal customer profile is a representation of your perfect customers based on research and actual data. It’s not a wish list of clients that don’t exist.
When gathering information and data for your ideal customer profile, it’s best to be both specific and detailed. Below are the ways to set up a profile for your online marketing campaign.
Define Your Customer’s Demographics
Demographics can help you to know who your ideal customers are. Basically, a demographic profile is statistical, factual, and objective data about a particular group of people. The demographic profile is frequently used to target and segment business marketing for greater results. The data is similar to the data found in a census document.
To solidify your ideal customer profile, you must be clear about who your ideal customers are by understanding their demographic profile. Relevant demographics may include income, gender, age, ethnicity, and so on.
Make A Psychographic Profile
The next thing you should do to understand your ideal customers is to create a psychographic profile based on the customer’s demographic profile.
Generally, psychographics include data about a particular group of people that focuses on aspirations, attitudes, lifestyle, interests, etc. Psychographics also explain why customers purchase from you and what motivates them to buy your products.
When compared with the objective facts involved in demographics, psychographics focus more on soft information. Psychographics cover the customers’ attitude, mindset, opinions, beliefs, goals, interests, lifestyle, and more.
Conduct Behavioral Analysis Of Your Customers
The process of understanding the behavior of a certain group of people is called behavioral analysis. To create an ideal customer profile effectively, this analysis plays an important role. Behavioral analysis looks at how customers make decisions such as when to purchase, what to purchase, and how to purchase.
Behavioral analysis of ideal customers focuses on the actions and behaviors of customers when they are checking out what you’re offering or selling. It also includes internal marketing data like blog posts that your customers enjoy and the actual feedback of the customers.
Understand The Background Story Of Your Customers
To create an ideal customer profile effectively, you need to understand the background story of your customers. It’s actually the story of how they got to where they are at present. You need to know where they started, what they achieved, and what obstacles they faced.
By understanding the background story, you can quickly segment your marketing messages so that they resonate with new customers. If the message resonates with prospective customers, closing a sale becomes less challenging. You can tweak your marketing strategies further for better results.
Know Your Customer’s Objections
Objections are part of the sales process. At some point in time, your potential customers may say no and have objections. Once you take time to get clarity and dig deep to understand the common objections of your potential customers, you can take preventive action. Such analysis helps you to create the factual justification and emotional reassurance needed in your online marketing campaigns.
Determine The Possible Risks
Aside from looking at the benefits that your ideal customers will experience once they start purchasing your offerings, you also have to look at the possible risks they may encounter. There are two types of risks, positive risks and negative risks.
Positive risks are basically the risks with a positive outcome, like the need to have a bigger warehouse. On the other hand, negative risks have a negative outcome like losing new customers.
By knowing the risks, you may target your marketing campaigns and segment your audience to speak to specific ideal customers.
Create A Best-Fit Rating Rubric
Based on your evaluation, create a best-fit rating rubric to determine how well your online marketing campaign aligns with your ideal customer profile. You may use this rating system to align and prioritize your strategies and resources, and determine future leads and target customers.
Final Thoughts
By investing resources and time into creating a detailed, specific, and powerful ideal customer profile, you can create a rubric for all your marketing campaigns. The rubric will outline who you’re speaking to, what these customers want to hear at each stage of the customer life cycle and buying process, and what stories you need to tell to build relationships and attract attention. With these insights, your marketing and sales efforts will become more effective. Your marketing costs will come down and referrals and sales will increase.
