Do you want more fans, followers, subscribers – and customers?
If you’re starting a new business or launching a new product or service, you’re sure to want one thing: PAYING CUSTOMERS!
In this business love-bomb, I share my top tips and tricks to define your target customer, deeply understand them, and turn them into superfans of you and your business. I’ll show you my exact, step-by-step process to get more fans, followers, subscribers, and customers. (And best of all, it’s easy to do!)
Here’s what we cover:
- What’s a “target customer”
- How to define your target customer
- How to understand their needs + wants
- How to use this info to get customers – and keep them coming back
- The best free, simple, easy-to-use tools to get into the hearts and minds of your target customer
It’s a step-by-step, proven framework you can use again and again!
So let’s dig into how to define your ideal customers, and learn everything you can about them, so you can attract them and make them love your stuff.
What’s A Target Customer?
No business – not even big ones – can be all things to all people. By narrowing your target market, you’re able to really understand the needs and wants of your customer.
This is called creating a niche, and it’s fundamental to everything you do – your product or services, your messaging, even your pricing. By focusing on a small segment of people, you’re more likely to attract them than when you try to appeal to everyone.
In marketingspeak, this is often referred to as a “target customer”, “dream customer”, “avatar” or “tribe.” Whatever you call it, a target customer is a composite singular person that represents the people you most want to serve – and who most need you.
How To Define Your Target Customer
So how do you define your target customer, and really hone in on their needs and wants? Here’s how:
STEP 1: MAKE A WISH LIST
You probably have at least a sense of who your product or service is for. Or maybe you already have clients, and particularly enjoy working with a segment of folks. In either case, start with who you want to work with, and bullet it out.
It’s helpful to chunk this into demographics and psychographics.
Demographics are statistical facts about your customer, such as:
- How old they are
- Their ethnicity or race
- Their gender
- Their income
- What level of education they have
Psychographics, on the other hand, are:
You won’t know everything here, but you’ll likely know a lot. Start by mapping out what you DO know.
STEP 2: DO A LITTLE DETECTIVE WORK
Your next step is to test your assumptions about what your customer actually needs and wants. And the best way to do that is to ask them. (What you learn will likely surprise you!)
Here’s how you do it:
Pick a survey tool
An easy way to collect this information is to create a survey for people who fit your criteria. You can do this easily – and for free – by using a tool like Survey Monkey, Typeform or Wufoo to create an online survey. These tools have free versions that are all easy to use and display info slightly differently. (I happen to love Typeform best because it’s clean and simple looking. You choose what you like.)
Design your survey
Your survey should be no more than 10 questions long, max. Enough that you can get good, juicy info, but short enough that it’s easy for people to complete.
What you ask is very dependent on what you’re selling, who you are targeting, and what you need to know. For example, I offer free training via live webinars. My target audience are women entrepreneurs in the early stages of building their business, and I want to know what they want to learn. I can look for consistencies and patterns, and then offer training that is highly useful for my target audience.
And, once these women come to know, like and trust me, they may want to join one of my paid coaching programs, like She Gets Business.
Share your survey
Write a short, fun blurb asking people to take your survey. Then use it to share your survey on your social media sites, with previous customers you’ve worked with, your mailing list, or even a Facebook mastermind community you’re active in.
Your blurb should clearly state who you want to take your survey, and be in line with your brand personality. For example, let’s say I was opening a dairy-free ice cream shop, and my brand vibe is fun + friendly. I might write:
Are you gluten-free? Do you love ice cream, but lament that you can’t find any GF options to tantalize your taste buds? We want to hear from you! Answer our survey in 5 minutes or less!
I also recommend adding a simple, eye-catching graphic to draw attention. You can create this in Canva, one of my favorite free, easy-peasy tools for graphic design, or grab a photo from a stock image company like Stocksy or Pixabay.
Gather your responses
Let your survey run for at least a week, and get at least 20 responses. In marketing mumbo jumbo, the number of responses is referred to “sample size”. The larger the sample size, the more accurate your findings. 20 responses would be the minimum, but aim for 100, and just do your best. You can always refine later on. Some info is a great place to start.
Keep promoting it on your social media accounts and groups (where appropriate) – people miss posts and you’ll be surprised at how many responses you’ll get if you just ask!
Analyze the data
With the free online survey tools mentioned above, it’s easy to find similarities, patterns, and language your target customer uses. And with all of this data now at your fingertips, you can fine-tune your target customer profile.
STEP 3: TEST THE THEORY
Once you’ve mapped your target customer definition, you can test your messaging. Maybe you infuse some of it in blog copy, or maybe you create a mini-product or package that you can sell. Either way, you want to test how your messaging resonates with and attracts your target customer.
And now you can start to create some core messaging talking about the benefits of your product or service for this very specific customer.
STEP 4: REFINE
Finally, you take what you’ve learned, and continue to evolve as time goes on. Creating your target customer is an iterative process. The more you get out there, the more you’ll learn.
So there you have it! Anyone can do this at any stage of their business – and should.