Discover Your Ideal Customer
As students head back to school, we're returning to the basics and reviewing some "Marketing 101" tips for you to make sure your organization is putting into action.
In today's lesson, we are discussing the importance of understanding who your audience is - or as we like to say... your Ideal Customer. At Sol Marketing, we empower our clients to discover who their Ideal Customer is because your brand is ultimately about your customers.
Some business owners have a hard time believing this, but your brand isn’t about you. Your brand exists to bolster your customers’ self-image, help them to achieve their goals and become the kind of person they want to be.
Traditional marketing would suggest going after all potential customers that could possibly buy your product or service, and then dividing them into further segments based on demographics and other consumer behaviors.
This method can dilute your brand's impact over time, which is why we believe in identifying the customer who is most highly predictive of your brand's success. This customer will bring the highest amount of revenue over time because he or she has so strongly bought into your brand.
There are a lot of organizations who do a great job at marketing their products and services, but in many cases they're not targeting the right people. One example of a company that aims its brand at their most profitable customer is “The Beard Club.” Everything that is their brand, including visuals, products and experiences is aimed squarely at men who take great care of their beards and prefer to buy their grooming products online.
Before you can identify your Ideal Customer, you should ask yourself the following questions about your brand:
What does it say about a person who uses your brand?
What is the singular thing that your customer gets from you that they can’t get anywhere else?
How does your brand make your customer a hero in their own story?
Answering these questions isn’t easy, but one of our core values here at Sol Marketing is “We do hard things.” One of those hard things is having an honest conversation about your brand – the who, the what and the why.
Eventually you’ll get a clear image of who your Ideal Customer is, and who your brand is for.
If you’d like to learn more about identifying your Ideal Customer, we’re here to help!