Twice this week, I’ve been asked this question.
It’s a really good question. Let me explain. (For customer, feel free to substitute ‘client’, ‘supporter’ or whoever buys your product or service.)
Any marketer will tell you that having a clear and defined target audience is key. A specific group of people who share common characteristics that mean they need what you offer.
This goes beyond marketing. Every business should have a defined market in mind when they are designing or planning any activities. Even the biggest global companies prioritise their audiences, even if they seem to reach everyone.
A well-rounded target market definition will include demographics, geography, habits and behaviours and ideally (from a brand point of view), attitudes and motivations. By having this information, you gain an understanding of the people who will be likely to buy the type of products or services you offer. But it doesn’t necessarily mean they’ll be interested in buying from you. That’s where your ideal customers come in.
So who are your IDEAL customers?
Ideal clients and customers are the ones you love to help the most. The ones you really enjoy working with and you feel proudest to have. They will also be the ones that you get the best results from – whether that’s positive outputs, glowing reviews and recommendations, or being left with a warm feeling after every interaction. And because of this, these are the people that will be drawn to you specifically, not just what you do or offer.
Why is this important when thinking about your brand?
There are numerous benefits of targeting well (reach, efficiency, focus and prioritisation). By defining your IDEAL customers, it will help you connect emotionally with your audience and deepen this connection even further. You will be able to pinpoint those, from past experience, who are likely to become the most loyal. And this will help you attract the customers who are interested in you specifically not just your product or service. Most importantly, you will be able to weed out the people who may be in your target audience, but will never every buy what you’re offering (because those people generally show the opposite characteristics of your ideal customers).
I’ve found this works really well with consultancy and creative businesses because it helps identify the clients to say no to. And also with small businesses (whether it’s about clients or customers) because you don’t have time or resources to waste on people who will never be interested in you, even if they share some similarities with your desired customers.
So today, why not think about your ideal clients/customers? What do THEY need?
You’ll be surprised at the impact it makes to your business.
Worried that you’re not attracting your ideal clients at the moment? We can help so get in touch today!