Let’s face it. The offer you put on the table may not be suitable for everyone sitting there. People have unique tastes, likes and dislikes, demands, and needs of the hour. It is up to you as an entrepreneur to figure out who your ideal buyer is. Why is this even important? Look at it this way. Businesses that put forward a generic offer and target a collective audience often fall flat and experience drops in revenue. They are unable to outlast the market competition and become an echo in a sea of advertisements. This is why narrowing down the pool of users for your marketing efforts and working vigorously within a niche proves to be a highly successful strategy. Nowadays, customer service plays a crucial role in helping you identify your perfect audience, but we’ll come to that later. You might say that specifying the message of your brand to suit a niche audience also restricts your market and lowers the number of clients, consequently. This is true. However, once you know your ideal buyer and frame your brand’s content accordingly, you will come upon a diehard subscriber base, composed of customers who truly value what you do and are your fiercest advocates. So, how can you identify your perfect customer? Perhaps, the following tips will help you in that regard.
Identify their Demographic
Whether you have just launched a new startup or have been in the run for a long time, it is never too late to turn things around and identify your ideal customer. If you have managed to gather a customer base already, then begin by studying them closely. What is their gender? Where are they located? What is their age? Which industry do they belong to? What is their income level? So on and so forth. On the basis of this, form the demographic of your ideal customer. For instance, if you operate an elite makeup brand, then chances are that your ideal buyer is a female, in her early 20s or 30s, located in the metropolitan areas and with a higher-than-average salary.
So, interpret the buyer demographic to close in on your ideal customer. Your customer service team can offer you the perfect feedback here since they maintain direct contact with your buyers throughout the process. They know who’s coming to you and who’s not. You can use this data to bridge the gaps in your brand’s message and target your ideal audience.
Identify their Search Habits
The next stage in formulating your ideal buyer’s persona is to figure out where they ‘hang.’ In other words, if they have a search query, where do they go to resolve it and which devices do they use? This will help you see which platforms you should become actively available on, so your customers can reach out without hassle. For instance, if you run a hardware store and your ideal buyer is a 45-year-old dad, then know that he will probably head to Google, using a PC, to search for tools and whatnot. On the other hand, if you own a cute clothing brand and your ideal customer is a teenage girl, then know that she will mostly frequent social media platforms, especially Instagram and Facebook, to look for the latest sales on an item, using her smartphone. This will give you an idea to make your website mobile-friendly and your content appetizing for a 16-year-old.
Another thing you should keep in mind here is that each customer goes through a different buying journey. Some happen to visit your website randomly; others come with a specific buying intent. Whichever the stage, be sure to deploy the right message and customer service tools to gain as many leads as possible. Account for each buyer and each purchasing possibility, and you’ll be set.
Identify their Pain-Points
Buyers are ruled by fears and desires. If you can tap into those, you can become successful. This is a surefire formula. But, how you do that, matters a lot. We know an entrepreneur who miscalculated the buying need of his customers and ended up becoming a laughing stock. What he did was unleash ads for pushchairs, suitable for elderlies, on the social media newsfeeds of 24-year-old males, and made a slim revenue out of this misinterpretation. On the other hand, his competitor highlighted special gaming chairs, along the lines used by famous YouTubers, and eventually made hundreds of dollars.
So, understanding the fears and desires of buyers is highly important. You need to know the kind of problems your ideal customers are facing and why they should come to you for the solution. For instance, first-time parents would be more likely to purchase your baby monitor product with a built-in camera and two-way audio. Similarly, someone with a sports injury would be more likely to seek your physiotherapist services. It all boils down to identifying the pain-points of your ideal customers and answering them in a unique, effective way.
So, How Do You Get Your Perfect Customer?
By identifying their demographic, their search habits, their buying needs, and their buying processes. Once you do this, you can re-strategize and generate greater leads.
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