Having a great marketing plan is only half of the equation if you're marketing to the wrong people. Your customer is even more important than that fancy 12-step funnel you've created. You'll never see a satisfactory return on your investment if you don't have demographic targeting down.
Do you think your marketing efforts can pack a little more punch? Do you have it clear in your mind who your perfect customer is? Need help figuring out where you stand when it comes to demographic targeting?
If so, you're in the right place. By the end of this article, you'll have everything you need to know to land the perfect customer hook, line and sinker every single time.
Let's jump in!
You Need More Than Just A "General Idea" Of Who You're Marketing To
If your marketing plan has a slot for your target customer, take a look at it.
Does it seem generic? Is it written in a bunch of "marketing terms" that make it hard to understand? When you read it, can you conjure up a detailed mental picture of who you're marketing to?
Or is it based off who you think you should be marketing to? Does your description of your perfect customer include only how the person relates to your business? Have you even given demographic targeting serious thought?
If you're unable to pin down the complete personality of the average person who would be interested in your product, then your demographic targeting is too generic. You need more than the general idea to pack a punch.
Businesses that don't have a detailed description of their perfect customer often suffer from a lot of problems, like low conversions, marketing campaigns that miss the mark and very little website traffic.
The fewer details you have about the people you're marketing to, the less effective your marketing campaign will be. That's a rule of thumb.
So, what's the solution?
The Best Brands Are Kings At Demographic Targeting
Think of a brand that you look up to - it may be a competitor or even a brand that you're hooked on. When it comes to their marketing, doesn't it seem like everything they do is a hit with their customers?
Knowing what your ideal customer likes is the key that's missing from your marketing plan. Think of it as a blueprint that will tell you everything you need to know to get the results that you want (and even better) from your marketing efforts.
By now you must be thinking about what you can change to ensure your marketing efforts are a homerun. There are a few steps you can take to hone in on your ideal customer.
The Steps To Defining Your Perfect Customer
There are a few steps that you can take to have a more concrete idea of who your perfect customer is. When you plug these specifics into your marketing plan, it'll make all the difference!
1) Based on your market research, compile as much information as you can
You want to include everything in this section, from what their average salary might be, their level of education, down to the magazines that your ideal customer is most likely to subscribe to. The more information you have on them, the more specific you can be in your demographic targeting, and the more engagement you'll get from your marketing efforts.
2) Create a fictional name for your perfect customer
After you've got all the information together, create a fictional identity to assign all the information to.
Give the fictional character a name, as well as a face. You can use a stock photo to make the identity more real.
3) Design a one-pager that summarizes everything
After you've got a picture, name and as much demographic information as you can gather so it's time to put everything together. Create a one-pager in a word processing program that lists out everything you need to know about your perfect customer.
This way, you'll always have it on hand to use for your marketing campaigns.
4) Create a story from their perspective about your product or service
This is arguably the hardest step. Put yourself in the shoes of the perfect customer you've created, and write a story from their perspective about what it's like interacting with your product and service.
What are their first thoughts?
What do they want to accomplish from doing business with you?
What would move them to action?
What pain points do they identify with?
What will keep them coming back?
After you've gone through all those steps, you'll have everything you need to ensure that your marketing hits the mark, every single time.
However, do you still feel at a loss? Maybe you haven't done enough market research to come up with the detailed version that you need.
Or perhaps, now that you have your perfect customer created, you don't know the marketing tactics you need to reach them most effectively.
If that's true for you, where does that leave you? In the right place, actually!
Here at Beefy Marketing, we're dedicated to helping business owners just like you break the mold of traditional, lackluster marketing and start consistently connecting with your ideal customers the way they want to be reached. Our team is dedicated to creating marketing solutions that are both practical and effective.
Sound like you need our help or you just want to chat with us to see how we can help you? Click here to schedule a call with us. After you fill out that form, a member of our team will contact you in short order.
What are you waiting for? Your perfect customer is out there waiting for you to fix their problems with your product or service. The question is: Will you?