Not all customers are equal. Some will buy from you and some won't. Are you just going to waste all your time and energy, as well as your precious advertising funds, on these who don't buy?
When attempting to determine how to appeal to each target audience, it's important to focus on the proper people. Your ideal customer profile helps you accomplish this. Your ICP is crucial for the information it communicates, making it your foremost step.
What Information Your Ideal Customer Profile Needs
You need to collect two types of data from your potential customer profile: demographic and psychographic data.
Demographics speak to your intended consumer's demographics. It includes details like age, location, language, marital status, background, earnings, family, training, and job. Although you might not think these factors directly relate to your business, you should at least be aware of them if trends appear.
Psychographic information is your customer's behaviour, values, aspirations, and attitudes. Pay close attention to their buying behaviour, such as how they make purchases, how much money they spend, how they feel about spending money.
It's also crucial to understand what problems your customer or audience faces. Pay attention to obstacles or difficulties they're attempting to overcome. If you can effortlessly help them remove the same issue, they will switch to being your valued customers.
This can give you valuable insight into what problems they're facing and how you can help them. For example, if you run a business that sells shoes, you might think that the biggest problem your customers face is finding fashionable shoes that fit their feet properly. However, if you pay attention to the obstacles and difficulties your customers are facing, you might realize that the biggest problem is actually finding affordable shoes that fit properly. Once you understand your customers' biggest problems, you can start designing products and services that address these issues.
It's also important to understand what motivates your customers. What drives them to make decisions? Knowing this will give you an edge in creating marketing campaigns that speak directly to their needs and desires.
If you can provide solutions to your customers' problems and tap into their motivations, you'll be well on your way to success!
Objective Data, Not Assumptions
Your ICP data should be based on feedback from your target market, not just your assumptions. You may already have a certain idea about who that target market is. You can notice that by your goods and services and the problems they solve.
But I encourage you to do your research and use objective data as much as possible. As you learn about your audience, you will discover some things that they were not expecting. If it's all based on assumptions, you might miss the mark.
How to Learn about Your Market and Build Your ICP
You can get objective data via direct and indirect methods. Direct methods include interacting and engaging with your audience. Listen to their conversations. Ask questions and start conversations. Run polls and surveys. Reach out to people and create opportunities for you to learn from them.
If you do not wish to be left in the dark, pay attention to indirect ways of learning as well. Actions speak louder than words, which is why you should also pay attention to what people do. You must be prepared to look at website performance metrics, social media activity, purchasing behaviour, and how they relate to their competition.
How to Use Your Ideal Customer Profile
Your ICP is vital, as it creates your marketing ethos. Your ethos must speak directly to your target audience and for that, you should know them intimately.
In addition to that, your ad targeting abilities will be useful for creating advertisements. It's possible for you to specify parameters based on your particular buyer persona when taking this step. It will tell you what content you need to promote and assist you in determining which leads are well worth making time for.