The path to success lies in knowing who your ideal customer is. Picture your audience as one person and give them a history, a name, and personality.
That imaginary person is the key to profiting from your business. The reason is that when you understand who the person is that is most likely to buy your product or service, then you can find them. Or, rather, you can let them find you.
How do you find out who that person is? There are several effective ways. In this article, I will go over the basics of targeting the perfect customer.
#1]]. Use ads with relevant keywords
I am not talking about traditional advertising. Casting a wide net to gather up as many eyeballs on your product as possible is not cost-effective. I am talking about using either Google or Facebook ads.
To get even more precise, I am not talking about using ads to make sales, either. Using ads as a way to get data is an incredibly effective way to identify who you should target.
When you run a campaign you can see where the people who engaged most with your ads live. What their income is as well as what their hobbies and careers are.
It is a wealth of information you would pay a lot of money to an agency to get. Ads can end up costing quite a bit if you’re not careful to have a Facebook advertising budget and stick to it.
#2]]. Tailor your content to them
Use the information gleaned from your ad campaign to figure out how they are using the internet. Did a video do best for engagement? Then you need to make sure you are using Youtube. Do they predominantly use mobile for the internet?
Then make sure you craft your content to work best on smartphones with small screens. When you understand who is going to be using your product and service, then you can reach them in a way that is going to be most effective.
You can end up with higher conversions by finding the person who will be more of a fan than a customer. No matter how they consume the content you create, it needs to be useful.
Hopefully, you also do enough research to understand their pain points so you can help them solve their problem.
#3]]. Give your brand personality to match
When you have an idea of who the person is that is most likely to convert you have to talk to them in a way that converts. What I mean by that is you can take a scholarly approach with dry content that just gets right to the facts.
If your target is millennials and the topic is something like travel, then you have to make sure your brand matches the feeling they would get by traveling. You don’t have to put on a frivolous face.
You just have to understand how your audience expects you to communicate with them. If you get the personality of your brand wrong, then they will tune you out.