First Things First: Understand Your Ideal Customer

BBR began as a creative design firm and has grown into a strategic marketing agency that helps our clients market their products and services while creating new customers in the process. Our methodology is constantly changing — but it’s never one size fits all.?

However, one of the first things I ask any new client during discovery remains the same:?“Can you describe your ideal customer to me?”?

And usually, the answer is:?“Well I can sell to anyone.”?

Maybe?that’s true if you own something general like a supermarket. But even in that instance, there are going to be customers who are still more valuable than others because they’re the right fit?behaviorally?and?economically?for your business.?

These are the individuals you want to reach. And they’re also the ones who comprise your target audience.?

Powering Results Through Insights?

Reaching the right people still requires us to cut through the clutter. But the amount of advertising consumers are exposed to is the highest it’s ever been—and it’s growing more competitive by the day. So when you target a potential customer, your message better be relevant to make them take action.?

“The average American is exposed to 4,000-10,000 ads per day. That’s nearly double the number of ads the average person saw in 2007 and over five times as many ads as the average person saw in the 1970s.” (Zippia: Advertising Statistics, 2023)?

Known as the Marketing Rule of Seven, we also know that the average person needs to see a product or service?seven times?before they consider buying. By having a deep understanding of who our target customers are and what they want, we can create strategies that reach them often, in authentic and meaningful ways.

I challenge you to dig deeper and?really?understand your customer. When you understand their characteristics, goals, fears and dreams, you can better serve and attract more right-fit customers.?

Create Your Ideal Customer Persona

At BBR, we find that having a “character” to look to helps us envision who we’re communicating with every time we sit down to develop advertising. Doing this is easier than you think — it just takes a little critical thinking and simple research.?

Start by asking yourself this: What questions do I need to answer to truly understand my target audience?

Then, define your ideal customer by doing the following:

• Create a list of customers who have been successful with your product or service. (Ask your sales team for assistance or insight on this.)?
• What do you think makes those customers a right fit??
• What are the observable characteristics of that customer??
• If you are B2B, assess all factors of the business, like revenue, size, industry, geography, employee count, budget, challenges and pain points.
• If you are B2C, assess demographic information, like age, income, gender, location, values, interests, motivations, challenges and pain points.
• Consider what communication channels these people would most likely use to encounter your advertisements.

Putting It All Together

Remember, all the insights in the world won’t help you without the right plan to use them. If you find yourself lost on next steps or unsure how to leverage your channels, a?Marketing Blueprint??is a great exercise to identify effective ways to reach your audience.?

If your branding or messaging isn’t where it needs to be to attract the right people, a?Brand and Marketing Assessment??can help get your efforts back on track and aligned with your goals.?

And for customers who are already looking for you or the services you offer online, make sure your online presence is running on all cylinders with a?Digital Diagnostic?.

Remember, you are creative too.