Why an ideal customer definition is better than a target market

Why an ideal customer definition is better than a target market

Define an ideal customer (more exact than a target market) for your new business

Perhaps you are starting your business, reentering the workforce, or taking over marketing responsibilities at work. You have a target market. This ideal customer persona further refines your target market.

The more you know about your ideal customer, the more able you are to attract her and get her to call you.

The more you know about your ideal customer, the more able you are to attract her and get her to call you.

For example, suppose you just purchased an assisted-living home. This is a place where loved ones take their parents to live when their parents can no longer live at home or care for themselves.

  • Your target market may be a 40-60-year-old woman in Northern California. She works for a large healthcare provider. Applying this to your ideal customer persona, you can add What does she think of my profession? Her parents raised her. She is returning the favor. She does not need you or the service you offer, she thinks.
  • Your target market earns $100,000 a year or more. She is a vice president. Applying this to your ideal customer persona, you can add, How much decision-making authority does she have? She must be great when making decisions and getting others’ buy-in. After all, she’s a vice president.
  • Your target market travels internationally at least 10 days per month. She always carries her passport. Applying this to your ideal customer persona, you can add, What is her pain point, and how can you solve it? She feels guilty about her travel and leaving parents home alone so often. She needs a place where Mom can feel safe, warm, and loved every day. Your ideal customer cannot provide that. Can you?

Maybe your ideal customer is already a customer

Perhaps you are already running a business or doing the marketing, but the whole Internet marketing concept is something new to you. A friend handed you http://idealcustomer.net and told you to read it cover-to-cover. You want better results. You want to spend less. Newspaper, magazine, and phone book ads are not generating a strong enough return. You saw ideal customer in the title. This sounds appealing.

Perhaps your ideal customer is already a customer. Look at the customers you attract. What common traits do they share? Apply the 80/20 rule: 80% of your income comes from 20% of your customers. Ask these additional questions about the 20% that keeps you in business:

  • What is her gender?
  • What is her age range?
  • How much education does she have?
  • What does she do in her free time?
  • Where does she get her information?

Create a composite. You can even give her (or him) a name. You are so fortunate that you already have people on your customer list. Find the traits they have in common. You are attracting those traits. They are part of your ideal customer persona.

I’m sure you’ve noticed that I am referring to your ideal customer in the feminine. That is intentional. Most of my customers have a woman owner or as my contact. If your ideal customer is a man, change the gender.

For more, see http://yourseowizard.com/ideal-customer-persona/, http://idealcustomer.net and http://linkedin.com/in/markgermanos.

/ Book 3, Ideal customer

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About the Author

Inbound Marketing Certified by @Hubspot. I use WordPress websites to help you get more business. I work with businesses, mostly licensees and owners of assisted living homes, who agonize over keeping their beds full. With my 21 years of business experience, I create complete marketing systems that give you a higher occupancy rate and put more money in your pocket.

“Yes yes yes,” you may say, “these guys are a dime a dozen. Why should I do business with this guy”? Here are three reasons:

1. I used to think this was useless. My business almost failed. I decided to change my attitude about Internet marketing, search engine optimization and social media. My business recovered. If you think this is useless, I can help you embrace this as a valuable tool to grow your business.

2. My ideas work. I can show proof of campaigns that achieved page one placement.

3. I am running a business too. I believe SEO and social media are tools you have to use to meet your objectives.

We’re not living in 2005 anymore. Running a successful business isn’t as easy as it used to be. The margin of error is smaller. You have to be good at what you do and your marketing has to be great. If so, you get to stay in business. If not, you become a statistic. Contract out the marketing to someone you can hold accountable. You’re running a business here. Call (916) 752-6767 today.


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