The entire goal of your online marketing plan, from your E-commerce website and social media presence to your online advertisements, is to bring in customers who need exactly what you're offering.
If you aren't targeting the customers who will benefit your business, however, it doesn't take long for that marketing plan to fall flat.
Learning how to identify your ideal online customer is a critical step in developing your online marketing plan, building your website, and even developing your social media presence.
Be clear about what you offer.
Take the time to clearly and fully define exactly what niche your business fills. You offer something that no one else can, whether it's a product that will help today's busy, active mom's keep up with their baby's needs or a service that enables a business professional to better manage their personal finances even when they're on the road.
Take the time to think out exactly what that is. What are you providing that no one else does? Who, specifically, needs your services? When you understand who needs what you're offering, you'll better understand who you need to target.
You'll need to define the approximate age range of your ideal customer, their gender, and anything else that tells you who they are: their income range, their job, or their hobbies. Ignore information that's irrelevant to your business and focus specifically on the things that define your customer.
Shrink your market.
Create the smallest possible picture of your perfect customer. No, that's not where you're ultimately going to end up, but it's a starting point!
Describe that customer as specifically as possible and take the time to get into their head. Think about the other things that you can learn about them as a result of their customer profile. For example, if you're marketing a project to college students, you might conclude that they're probably on a tight budget or that they're likely very busy individuals.
If your target market is seniors, on the other hand, you might think about what "retirement"--including both the extra time they have and living on a retirement income--means for those customers.
Develop more than one profile.
Here's where you start to expand back out. You probably have more than one "perfect customer." In fact, there might be a wide number of people who will use the product or service you're offering.
Stretch your imagination to ensure that you're targeting the widest possible range of customers. This might be particularly important with regards to age or racial demographics, which are often highly visible in your advertising.
Showing potential customers "someone who looks like them" is a great way to pull them into what you're offering.
Use the internet to full advantage.
From following the latest content posted in your field to checking out new hash tags on Twitter or following conversations on Facebook, you have the tools to fully define your ideal customer at your fingertips. Study everything that your customers are studying.
Learn where other businesses just like yours are succeeding and what their customers don't like about their existing marketing strategies. Increase your outreach and mingle with potential customers across the internet to help learn more about them.
As you better understand your ideal customer, you can customise your website to appeal to them. From your themes and designs, the colours you use on your website, and your logo to your content, blog posts, and social media presence, your ideal customer will help shape your online presence as you work to customise your image to their needs.
Looking for help with the process of building that online presence?
Contact us today to learn more about website development and how your online presence can change your business.