How To Identify And Target Your Ideal Customer
The effectiveness of your digital marketing can be improved greatly if you tailor your campaigns to suit your ideal customer. An “ideal customer” could be defined as someone who is most likely to benefit from using your products or services. For example, the ideal customer of a stair lift company could be elderly people who have mobility issues.
Before you can improve your marketing campaigns, however, you must first identify your ideal customer. This article provides basic information on how to find your ideal customer, and how to create targeted digital marketing campaigns to suit. The beauty of online marketing is you don’t need to pay to advertise to the masses. Social media platforms encourage refined demographic targeting. This means you can measure and refine campaigns to suit your target market. This improves the user experience for the platforms themselves, so they provide a range of powerful tools to facilitate this.
Step 1 – Identify your ideal customer
So how exactly do you determine who your ideal customer is? In some instances, this might be obvious – certain products and services are always geared towards a specific demographic. Nail polish remover, for example, is predominantly sold to women. Other products may not have such a clear target audience, such as cars and finance, for example. Regardless, you should always take steps to identify your ideal customer, and the following pointers below are some ways you can achieve this to reduce your ad spend and increase penetration:
Analyse the competition
To give you a broader insight into your target market carry out extensive research on your competitors, especially the successful ones. What does their website look like? Do they use Google AdWords? Do they advertise on social media? Refine this to understanding the fonts they use, the size and the style. Images, their SEO ranking positions for various keywords and their overall presence online. Who are they targeting? This will give you a good starting point, especially if there is an established competitor in the market as the chances are if they’re successful, they will have naturally refined their selling message over the years.
Create customer surveys
Surveys are a fantastic and direct way to identify your ideal customer and gain tangible feedback about your products and/or services. Consider creating a simple questionnaire containing generic questions about your customers and their habits. Questions could include age, sex, location, hobbies, earnings and spending habits, for example.
These questions can provide you with invaluable information and help narrow down your target demographic. Be sure to distribute your surveys on multiple social media platforms and gather a wide range of sample data to avoid bias.
Use Social Media
Social Media is a powerful analytical tool. If you have a large social media following, you can analyse your existing followers and look for trends to help identify your ideal customer. Look at your followers on Facebook, Twitter and Instagram and see if you can find commonalities – you may be surprised as to what you can find! You can also advertise to ‘lookalike’ audiences to the people that Like or follow your page, a useful way to let the algorithms refine your target market for you automatically.
Analyse Google analytics and Google AdWords
Both Google Analytics and Google AdWords can provide statistics relating to the demographics of your customers. Google analytics, for example, can identify various pointers about the users who visit your website such as their location. Take time to look through the different statistics provided and use them to further identify your ideal customer.
Once you have used the above methods, you must collate your data. If you have gathered enough information, you should easily be able to identify your ideal customer. The key is to gather a large enough range of data to provide you with accurate and reliable results.
Step 2 – Targeting your ideal customer
By now you should have successfully identified your ideal customer. The next step is to modify your marketing campaigns to target the defined customer. A targeted marketing campaign should yield fantastic results and return on investment, as you should be appealing directly to someone who has a genuine interest in your product.
Create images and text to suit
To appeal to your ideal customer, you must produce the language and imagery used in your digital marketing media to suit them. Look at the content you have written and the images you have used and ask yourself – does this appeal to my target customer? If not, change it! Use language that is appropriate, and try to select images and media that your ideal customer can relate to.
Create consistency across all pla