Define Who You’re Selling To And Who You’re Not
Thinking about what your ideal and non-ideal customer looks like is a good way to narrow down who you want to target. Talk to your colleagues in sales and support to get a broader perspective.
Find out which customers value your product or service most and which don’t. Which customers collaborate well with your business and which are more transactional? Which customers convert quickly and which don’t? Which customers recommend your business to others and which don’t?
Asking a few questions such as these can help you to create a brief profile of your ideal and non-ideal customers. Using this as part of campaign planning can prevent you from wasting time and money marketing to buyers that are bad for business. But you need more insight to truly understand and define your audience and to effectively communicate with them.
Expand Your Thinking With Audience Psychographics
It’s easy to think about audiences using job roles, sectors or demographics. For instance, HR managers at software companies in Cambridge or single women aged 18-24 who earn £20-30k per year. But this is rarely the best route to understanding your target audience.
It’s better to consider psychographic attributes when defining who you’re talking to. These might include values, interests, motivations and challenges, for example.
Ask yourself, what do you know about your ideal customer? This is a great way to gather existing data, create hypotheses to test and identify knowledge gaps to fill. You should consider: