Before you can find buyers for your products or services, you need to know exactly who they are, or more importantly, who you want to buy from you.
By writing down your ideal buyer, whether that’s a person or a company, you’re targeting your (potential) best buyers i.e. the ones that make you the most profit! Having a central customer type you focus on can help the rest of your business as well, removing any confusion in what you’re trying to achieve.
What information you need
By collating some details about your ideal customer, you can start creating marketing messages that are compelling and that will genuinely appeal to your audience. If you have more than one ideal customer i.e. trade / direct, create a persona for each, as their situations will differ enormously.
- Company size and type (turnover, number of staff, client type, B2B/B2C)
- Job titles and details about their role (what’s expected of them, seniority)
- Personal details
- Demographics (age, gender, salary, location, interests)
- Career goals (how can you help achieve these?)
- Current challenges (how can you solve these problems?)
How to find the information
Talk to your sales and business development teams.
They interact with customers on a daily basis and get a broad picture of how a standard customer differs depending on product/service they’re looking to purchase, and industry they operate in.
Look at your Google Analytics data
- What devices do people use to visit your website? If the majority of traffic comes via desktop, this is usually a sign that your target audience is older than if mobile visits gain you the most traffic.
- Where do your visitors come from? For example, if people are coming via search you can usually take for granted that they have a problem or question, which you can create content for long-term.
- Demographic data: Google can give you insight into people visiting your website that are also logged into their services such as Chrome/YouTube, and reports back data on their age and gender. Plus, Google also reports back on their interests. These are quite generic but can act as a starting point for deeper research.
Look on social media
You can learn a lot about your customers through who follows your company, or similar companies on social media. LinkedIn especially can provide insight into company size and job titles that the majority of your target customers share. But also looking into Twitter and Facebook can give you an idea of the type of content they respond to, and what interests them.
Use personas to make decisions and begin your marketing plan
For each customer profile, lay out all of the information on a single sheet and refer back to it whenever a decision needs to be made, ensuring it helps you either support or win business from your target customer.
With this information, you can:
- Create a marketing or content plan that addresses what your customer wants to achieve and any problems they have
- Use demographic data to discover which methods you’ll use to get in front of them
- Refine your focus depending on size of the target company, appealing to who you can service best/aspire to work with.
In the next few weeks, we’ll help you find out why buyers are looking for your product, and importantly, where they are looking to find them.
In the meantime, if you need advice on your marketing and content strategies, feel free to get in touch with Applied MD, Steve.