We had talk sessions with a few Entrepreneurs over the last couple of weeks to understand their biggest challenges with deploying marketing and surprisingly it wasn’t the cost. To a large number of them, it was getting results.
Your ideal clients and customers have certain characteristics that make them engage with businesses or make buying decisions. With a clear understanding of certain demographics, you can streamline your audience, choose the right marketing channel and deploy a perfect sales copy in order to capture prospects.
Let’s walk you through a refresher course on Marketing 101;
1. Customer profiling: A customer profile is a vividly-written description of one person who represents your ideal customer. This “ideal customer” can be described in great detail, from general demographic information to emotional factors (fears, hopes, dreams, interest, etc.), to details about their intimate lives.
2. Target Market: Most businesses go wrong when it comes to defining their audience or target market. They often confuse the “target market” to imply a group of people. A clear understanding of a customer’s profile and interest is key.
Example 1: Target: Women between 18-25, an income of below 50,000 naira, who likes shopping.
Example 2: Target: Women between 18-25, an income of below 50,000 naira, who likes shopping, dating, party, dinner, hangouts, relationships, movies, etc
This might seem like a subset of the market but it really isn’t. Example 1 focused on a random guess while Example 2 focused on the fact that ladies between the ages of 18-25 are mostly single and interested in shopping, hangouts, dinners, parties, dating, romance, relationships, etc. with the larger percentage dependent on a Guardian.
3. Brand Identity: You don’t want to be lots of things to lots of people. You want to be inspirational to the RIGHT person ~ ONE person. And if you inspire that ONE person and enough numbers of that ONE person, then you will dominate your niche.
For example; Esther. 27years old. Bachelor’s degree in the Arts. Works in an account management job she doesn’t like and is currently scoping out a new career. Thinking about getting a Master’s degree. Single.
Now Esther is a living person, isn’t it easier to talk to her than a group of people you really don’t know?
Need help profiling and reaching out to your target audience? Get in touch with Evaluate Marketing!