After a few sessions with selected Entrepreneurs over the last couple of weeks, we got to understand their biggest challenges with deploying marketing and surprisingly it wasn’t the cost. To a large number of them, it was getting results.
Would you like to know…
EXACTLY what to say in your marketing messages?
EXACTLY what sort of content to write to generate traffic and sales leads?
EXACTLY how to define your brand perception to inspire followers and loyal subscribers?
Your ideal clients and customers have certain characteristics that make them engage with businesses or make buying decisions. With a clear understanding of certain demographics, you can streamline your audience, choose the right marketing channel and deploy a perfect sales copy in order to capture prospects.
In this blog article, I will run you through a refresher course on marketing 101 to help you best understand how to deploy marketing:
1. Customer profiling
A customer profile is a vividly-written description of one person who represents your ideal customer. This “ideal customer” can be described in great detail, from general demographic information to emotional factors such as fears, hopes, dreams, interests to details about their intimate lives.
2. Target Market
Most businesses go wrong when it comes to defining their audience or target market. They often confuse the “target market” to imply a group of people. Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments consisting of the customer whose needs and desires most closely match your product or service offerings. A clear understanding of a customer’s profile and interests is key.
Here is the break down:
Example 1: Target: Women between 18-25, an income of below 50,000 naira, who likes shopping.
Example 2: Target: Women between 18-25, an income of below 50,000 naira, who likes shopping, dating, parties, dinners, hangouts, relationships, movies, etc
This might seem like a subset of the market but it really isn’t. Example 1 focused on a random guess while Example 2 focused on the fact that ladies between the ages of 18-25 are mostly single and interested in shopping, hangouts, dinners, parties, dating, romance, relationships, etc. with the larger percentage dependent on a Guardian.
3. Target to Address
You don’t want to be perceived as a multipurpose brand when you actually have your unique sets of products, services, and offers. You want to be inspirational to the RIGHT person ~ ONE person. And if you inspire that ONE person and enough numbers of that ONE person, then you will dominate your niche.
4. Define Your ONE Person
Think about your ONE person. The one who you were thinking of when you started your business. The one for whom you developed your product or service.
For example; Esther. 27years old. Bachelor’s degree in the Arts. Works in an account management job she doesn’t like and is currently scoping out a new career. Thinking about getting a Master’s degree. Single.
Customer profiles come in different shapes and sizes. Some are very elaborate and in-depth, others consist of simply two or three telltale signs of being a great fit for your solution.
Hopefully, the examples here give you an idea to create your company’s customer profile.
MAKE DECISIONS BASED ON CUSTOMER PROFILES AND HOW IT BENEFITS THEM.