Laying firm foundations is the safest way to build something strong. If you want a strong marketing campaign, you need to know who your ideal customer is, where they are and how best to communicate with them.
This is a common question that I’m asked. We all have limited resources for our marketing in terms of time and money, so the two main benefits of identifying and focusing on your ideal customer is that you can appeal to them in the places where they hang out, quicker and more effectively, and you can pinpoint the benefits of doing business with you.
Being specific in your marketing tactics keeps those limited resources from being wasted.
So, when you’re thinking about your ideal customer what are you taking into account?
• Are you a business to consumer, or business to business supplier?
• What size business would you like to appeal to?
• What type of consumer buys most regularly?
• Where are they located?
• Who are the decision makers?
• What or who are they already using?
• What is their pain, problem, fear, want, need, desire?
• Who are the most likely to refer you?
• What publications do they read?
• What are their turn-ons and turn-offs?
• What has stopped them achieving their goals?
You can use the answers to these questions to build a customer profile – you may have more than one, in which case your strategies and tactics may differ for each profile type.
The Entrepreneur's Mentor
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