By admin.dsm | Dec 29, 2017
Are you having problems finding customers to get your product(s)/service(s)?
You know that what you’re offering is great, unique, solves a lot of problems, and many people will truly benefit from it, hence, you visualized your success. You imagine a lot of people going to your website, buying your product. They are very happy with their purchase. You check your payment account, and see that you have earned 6 digits! You call it a day. You book yourself, and your loved ones, on a cruise to the tropics, while sipping champagne and looking at the sunset. What a good life…
Then you wake up from your day dream. You check your account, and it is still the same as before. You check again after 10 minutes – still the same. You check after an hour, still the same. It has been a week, perhaps a month, after your launch, but you only managed to sell a few products.
One of the biggest mistakes budding businesses make is trying to appeal to everyone – not focusing on a specific market that would benefit most from your product/service. Not having a definite target client is like walking through the woods at night without a flashlight. Defining one’s target customer (buyer persona) is a best practice in business, and should be a primary consideration when making decisions.
In life, we go through the same process of “targeting the right customer” at an early age. Remember when you were young, and you wanted to go out with friends – we go through that same process! Let us explain further. You know that your dad would not allow you to go out with your friends, so, you decide to go to your mom instead. But! You don’t simply go to her. You go through all the necessary preparations – making sure that you’re done with your homework, threw the trash, walked the dog earlier, and timed your approach by catching her in a good mood. You even practiced the words you were going to say, and even wore that Sunday best top that you know she loves, just to play things right.
That is exactly the mindset and techniques that you should employ when defining your target customer. It’s a basic example, but businesses should go through that process in order to have more success. Your time, energy, and money are better invested in a target customer – to get that YES that would translate into sales.
Let’s cover a few things on how you can easily create an informative customer persona template, to create a clear idea of who exactly is a perfect fit for your product(s)/service(s).
Step 1 – Describe Your Ideal Customers
The first step in creating your customer persona is to create broad descriptions of your ideal customer. Think about what they do, and what is important to them in doing business with a company like yours.
Open a document and start writing descriptions. Include things like:
Name: (a name you can call this ideal customer persona – ex. Busy Betty)
Age: (their age bracket – ex. 21 – 35 years old)
Gender: (Male or Female)
Job Description: (jobs that matches your ideal customer – ex. small business owner)
Likes: (what are the things they like or care about – ex. She cares more about growth, price, brand awareness, and providing personalized customer support. Or she may care about packaging, looking good to her clients, and so on.)
Then go into extreme detail. Think about their daily tasks. The more details you can include, the easier it will be for you to target this customer persona as you implement your outreach strategy. Go as far as including a photo to your descriptions. Find a photo online that fits your vision, and include it in your profile.
Now that you have created the basic identities for your ideal customers (take note, it may be more than one), it is time to build out these profiles by getting more information on what these buyers are exactly looking for.
Step 2 – Identify Unique User Goals & Most Important Features
As you build the profile of your target customer, try to get inside their head, and figure out their goals. The most important information to identify in step two is the user goals for each customer type, and, the most important features that may affect their willingness to purchase from you.
When identifying user goals for a customer persona, make sure you come up with clear answers to the following questions:
1. What word/s would this customer use to identify their current problem?
2. What is their greatest fear in trying out your offering?
3. What is the best way to engage/communicate with this customer?
When looking at a customer’s current problem, it is important to pay attention to the words they use to describe their problem. Knowing their thoughts, and trying to repeat their communication patters, their own language, will allow you to write the kind of copy that would immediately click with their thought process.
If you can better describe your customer’s problems more than they do, they will definitely buy what you are offering them to solve their problem.
Step 3 – Locate and List Where your Customers Will Find You
How are these ideal customers likely to find you?
If your ideal customers are varied, then the answers to this question differ greatly.
There are certain elements that you must identify:
1. What websites does this customer frequently visit? What blogs do they follow? What articles do they read?
2. What social media platform do they spend most of their time in? What online groups, communities, and forums do they actively participate in?
3. What search term/s are they likely to use?
4. What type of content appeals to them the most?
To answer the first question, take a closer look at the other information you’ve gathered on this customer persona, and assemble a list of websites that they frequent regularly.
This kind of information is incredibly useful in planning your advertising strategies, crafting successful blog posts, and collaborating with other Influencers that may have a similar audience.
Next, find out where they are most active. Sharing helpful information & expertise in these groups & communities could help you win your ideal customers.
Next, you need to do some research on what search terms they most commonly use. Do they use general terms, or do they lean towards very specific terms (maybe technical or scientific?)
Lastly, think about what type of content will appeal to each customer persona. Identifying which types of content works best for each type of customer allows you to create remarkable content on your company blog that converts leads, instead of firing off random blog posts that you hope will resonate with your potential customers.
What To Do With All This Information?
Now that you have a ton of information about your ideal customer, it is time to make a plan on how to reach out to them.
Firstly, segregate each customer persona, and plan a brand reach out campaign which includes the following:
The Message – the words they use to describe their problem and how you can help them solve it.
The Image – an image that best describes the situation your customers are experiencing. Think about the infomercials on TV, particularly on how they resonate with their target buyers. Notice that they can paint an accurate picture of their customers’ problems.
The Call To Action – the words that can make your ideal customers take action – the words that would make them say “Hey, this solves my problem. I should make an inquiry/ buy now.”
Next, plan an advertising campaign for websites and social media channels they frequently visit. As an example, you can do a Facebook Ad Campaign – this is one of the best mediums for ad targeting campaigns – to reach your ideal customers. Make sure that your content (text, images, and others) would feature your expertise, to gain their trust and confidence to definitely buy in.
We at Design Source Media can help you reach out to your ideal customers – by enhancing your website for conversion, creating ad campaigns, and creating content marketing strategies to showcase you, your business, and your products. Feel free to Contact Us Today.
Finally, test… test… test… The only way to know if your campaigns are effective is to test. Test every image, every word used, every call-to-action, and every strategy that will best resonate with your ideal customers.
Let us know your thoughts.