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Marketing To Your Perfect Customer – Using Your Customer Profile

Thursday, March 26, 2015   By Mike Reddy

 



Let’s do a quick review of your customer profile and then move on to how to take that data and market to your perfect customer. You’ve gathered information and built your customer profiles based on the defining characteristics of your customers. You’ve included geographics (regions, cities), demographics (gender, language, age, income), psychographics (personality, lifestyle) and behaviours (actions, attitudes, the where, why, and how they buy).

Now you are ready to take this information and market your perfect customer.

Every effort you make to reach your customer from phone calls to emails to website content, blog posts, advertising and marketing efforts should speak directly to your ideal customer. This approach takes the message to your perfect customer putting the focus on their wants and needs and how your business can meet those wants and needs. Here are some of my business coaching tips to focus on marketing to your ideal customer.

  • Your customer profile should be at the centre of all your marketing efforts beginning internally within your business. Your team should know your perfect customer (likes, dislikes, motivation, attitudes, etc.) and be trained to use that information to communicate with your customers. This also applies to new hires within your company, they need to get to know your perfect customer and be taught to utilise the information just like your current employees do.

  • Your sales team should use the perfect customer profile to reach more leads and prospects. Marketing to your ideal customer can be used effectively with customers who call on your business and with those who you reach out to through advertising, your website, and even cold calling.

  • Everyone within your business should know your perfect customer profile and use it focus on customers’ personalities, motivators, and actions related to needs and wants. It is a matter of putting yourself in the customers’ position and gleaning an understanding of what reaches them.

  • Everything you design – emails, landing pages, press releases, advertising, social media posts – everything should be created with your perfect customer in mind. As you design new marketing efforts, you need to target the locations where your perfect customer is most likely to find you and focus your efforts there – directing your marketing for maximum reach and business success.

Mike Reddy is a Chartered Accountant, business coach and advisor helping businesses in Sydney, Melbourne, Brisbane and Gold Coast to easily increase their profits and cash flow. He is currently President of the North Sydney Chamber of Commerce, a Regional Councillor for Sydney North East and a member of the Institute of Chartered Accountants Sydney leadership team. As well as advising businesses, Mike presents business development seminars and webinars and is regularly contacted by the media to comment on small business matters. You can connect with him on Facebook, Twitter and Google+.