Does it really make a difference who your ideal customer is? Isn't it good enough to base your marketing plan on people who are a specific age, live in a particular place or earn a certain income? Shouldn't you simply direct your sales efforts toward every person you think might ever consider buying your product or service?
There are good reasons to spend time uncovering who your ideal customers are. For one, you don't want to waste money and resources chasing people who aren't the least bit interested in buying your product or service. Your marketing plan, no matter which channels you utilize, should always be aimed at people who have the highest statistical likelihood of someday becoming your customers.
Taking the time to determine exactly who your customers are will give you a clear idea of how you can better serve their needs and convince more people like them to do business with your company. Here are some questions beyond basic demographics you should answer about your customers:
Make sure your marketing team, sales representatives and customer service people provide input for your survey. After all, they are dealing with your customers directly, and when your survey has been completed, they will implement the information you collect.
So how should you go about gathering information about your ideal customer? Here are some ways to carry out useful research:
Once you have determined who your ideal customer is, this information will affect many of your marketing decisions, from what your website looks like to what you write about in your blog to how you contact your current and potential customers.
You're putting in a lot of time to find out who your customers are and how you can attract more of them, but you shouldn't neglect the needs of the people who are already doing business with you. Here are some ways to show them appreciation:
Regardless of the industry your business is in, your company won't last long without loyal customers. First knowing exactly who your customers, then showing your appreciation for their business will help you retain current customers and attract new ones.
Photo Credit: Market Culture
Allison Rice is the director of marketing for Amsterdam Printing, a leading provider of custom pens and other promotional items such as personalized wall calendars. At Amsterdam Printing, Allison focuses on providing quality marketing materials to small, mid-size and large businesses.
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