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The first survey focused on you. This next set of surveys focuses on your customer.
Effective businesses understand their customer and connect specifically with them.
They avoid generic messages that have been watered down and have a primary audience they direct resources towards and create content for.
They also may have a few other segments that they tailor their message to.
But the bottom-line is it's important to describe "who we're talking to" with your branding and key messages.
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| SECTION 1: IDEAL CUSTOMER |
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Let's stop and think about who you will be selling to.
Who needs what you do? Who values what you do?
What type of customer will be the most profitable? Who will refer you to others for potential sales?
The answer to these questions help you narrow in and define your ideal customer.
The goal is not to "target" or "hunt" down your audience…instead we want to craft your marketing to resonate with your customer.
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| Think of some actual people you consider to be an ideal customer. What are the traits that make this person an ideal customer? Some traits may or may not pertain to what work you do but list them anyway. | | |
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| What's the one driving characteristic of the ideal customer? | | |
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| Do you have an idea of a customer that you DON'T want to attract more of? Describe their traits. | | |
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| Talk to a few people that you consider your target audience for Integrated Fibre. Ask what challenges or desires they have concerning what you do. Tell them about your company and ask them what their thoughts are. |
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| How did they answer? What insights did you learn? | | |
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For the following questions think about ideal customer and the insights you learned in the first section.
Now we'll combine their details together to describe a mixture of personal info, needs and pursuits.
It's the who, what, why and how of your primary audience.
The goal is develop a clear picture of and put a face to who you're talking to and then create marketing and messages that resonate.
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| What are their most important values? | | |
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| What significant questions are they asking? | | |
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| What keeps them up at night? | | |
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| What motivates them to wake up in the morning? | | |
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| What might hold them back from investing? | | |
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| What are their goals in life? | | |
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| What are their challenges in life? | | |
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| Use that info to create a fictional customer- like a character for a show. Make a bullet list of as much information as you can that includes: |
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| Describe their demographics (gender, age, stage of life, etc.). | | |
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| Describe their background (family, education, interests, vocation, etc.). | | |
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| What challenges do they face? | | |
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