Create Your Ideal Customer Profile

Something that tries to match the needs of everyone rarely succeeds. This may be a bit of a life lesson, but it also applies to marketing as well. You never want to put yourself in a situation where you are overly generic in your approach, as that puts you in direct competition with companies that have money and resources you cannot match. Where you can compete and thrive is by servicing specific sectors and needs, but that niche may not be apparent at first. To solve this issue, you may want to put together exactly what your ideal customer will be.

If you were to go back and look at your own habits, it may be a surprise exactly what factors into your purchase. Keep this in mind while to figure out your ideal customers. For example, demographic info may play a role, including where they live, their age, gender, and even ethnicity in certain cases. Perhaps most importantly, this includes their salary. A luxury and a bargain require two different approaches. Other things to consider include what their priorities are, and what kind of things hold them back from making their purchases.

For example, let’s say that you’re looking to market a Ford Escape in Costa Mesa. In this case, your market is pretty well-defined: people who need a car, probably families. Now, what you need to do to break this down is figure out who exactly are you servicing. Are your clients looking for savings? Is buying American a priority for them? All of these things need to be considered.

Now, when it comes to implementing your ideas, there are many different types of marketing. You may put up a Facebook ad or radio ad. In some cases, your customer profile will respond more to certain types of advertising. There is also more indirect marketing like SEO. Every customer enters something into a search engine when they look for a business or service to use. Your job is making sure that you hit that point at the right time. This is done through keywords that mimic what your customer profile would be using to search.

For our example above, a Ford dealership in Costa Mesa may be a good fit. Make sure that you advertise exactly what the benefits of said cars are (reliability and affordability) and target customers who would prize those values over anything else. You can reflect this in SEO terms by using keywords that reference those factors, like “low credit ford loans.” Make this more specific by using your city of choice.

 

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