4 Surefire Ways to Learn About Your Ideal Customers
Understanding who your ideal customers are is a major factor in creating meaningful and profitable marketing content for your company.
Image via: Noble Bison Productions
Oftentimes, business owners focus on the things that they find most interesting about their business and products. But what we need to pay more attention to are the things our customers most appreciate. When an advertisement seems like it’s speaking directly to us by aligning with our thoughts, feelings, and desires, it drives our interest in that product or service. That’s why learning about your ideal customers is key to producing effective marketing content.
Marketing professionals tell us to design our marketing content in a way that takes the spotlight off of ourselves and puts it on our customers. But you can’t do this successfully unless you have a deep understanding of who your ideal customers are and what they want. The more you know about your target customer, the better you can communicate with them and make your products and services of more interest. So, in today’s blog, we’re going to share four different ways you can learn more about your ideal customers to inspire creative video ads, compelling copy, and more. Let’s get into it.
Four Ways to Learn About Your Ideal Customers:
1. Ideal Customer Avatars
2. Customer Reviews and Testimonies
3. Frequently Asked Questions (FAQs)
4. Customer Questionnaire
1. Ideal Customer Avatars
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This is at the top of the list because every business, especially, small businesses should create multiple Ideal Customer Avatars. A customer “avatar” or “persona” is basically a full profile of your ideal customers. They’re created by the most successful marketing teams across our country for the sake of understanding their ideal customers on a much deeper level.
It’s an effective technique because it allows you to really put yourself in the shoes of your customer’s thoughts, feelings, likes, dislikes, desires, hopes, etc. These get deep! But for good reason. Customer avatar profiles help you have an individualized understanding of the array of your different customers. You shouldn’t be marketing to everyone all at once. Instead, create individual personas that will guide the way you market to each type of person that your products/services cater to.
A good example of this is the commercials by Febreze. They have advertisements that pertain specifically to pet owners, parents, car owners, people who host parties, and so on. Each of those commercials speaks to the individual customer. Insurance companies do this as well, marketing to parents, teens, homeowners, etc.
Building Your Ideal Customer Avatars:
There are many types of customer avatars/persona sheets and exercises online. The one I’ve written out below is based on one from one of my favorite American entrepreneurs, Marie Forleo. Copy and paste the following profile into a document and create as many personas as needed. You’ll quickly see how your perspective shifts when it comes to communicating with your ideal customer.
Ideal Customer Avatar Profile
Name:
Age:
Gender
Marital Status:
City/State:
Occupation:
Annual Income:
Core Beliefs:
Core Beliefs
Personal Hobbies:
Favorite entertainment (social media, books, music, movies, TV):
Social Media Accounts they Follow:
Favorite food:
Who they look up to:
Favorite brands:
Now, let’s go a bit deeper and really put yourself in their shoes. Answer the following questions as the Ideal Customer Avatar you created above:
What do you secretly fear may be true about your life, as it relates to the service/product you’re about to buy?
What keeps you up at night?
What stresses you out on a regular basis?
What do you not look at or face in your life because it triggers too much fear?
What’s the worst-case scenario related to your life situation?
How do you fear others would react if they found out about your situation?
What do you fear might fail if your situation continues or if it gets worse?
If money were no object, what brand or products/services would you buy to solve this problem?
What do you wish companies and brands in this industry understood about you?
Building your ideal customer personas is surely a process. While it does take some time and real thought, it’s well worth the effort, as it will surely expand your ability to produce powerful marketing content and enhance the ways you communicate with your prospective customers.
2. Customer Reviews & Testimonies
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You can learn a lot from your customer reviews. Pay attention to what shows up the most, both positive and negative. What’s working, what’s not? Another way to expand this idea and learn more about prospective customers is by reading the reviews of your closest competitors. Not only does customer feedback improve our understanding of what to focus on, but we learn the verbiage our customers use in regards to our products or services. This is valuable because it could prompt us to change (improve) how we communicate with our customers, helping us create copy and content that is meaningful to them.
3. Frequently Asked Questions
Whether you have a FAQs webpage or not, identifying your customers’ frequently asked questions is a fantastic way to understand the specific things your customers are interested in knowing about your products and services. FAQs can reveal areas where your company needs to educate prospective customers further. Maybe it’s an opportunity to create an explainer-type video?
Learn more about educating your customers with our video guides:
4. Customer Questionnaire
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A customer questionnaire is similar to studying reviews in that you get honest feedback from people who have purchased your products and/or services. Except, with a questionnaire, you can ask pointed questions and receive more in-depth feedback (especially since their answers aren’t for the public). Questionnaires open up the opportunity to understand your customers in a more personal way and learn aspects about them and your products that you may otherwise never know.
To conclude,
There are a handful of ways for business owners and marketers to learn about their ideal customers. Though at times it can be a laborious process, the reason we make the effort is to improve the customer’s experience, refine our products/services, and create compelling marketing content that boosts our engagement and sales.
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