Five ways knowing your ideal customer will help you earn more money
Love more customers, sales and business or freelance profit? Here are five ways knowing your ideal customer will help you earn more money.
If someone were to ask you who your ideal customer or client is, what would you say? Would you be able to instantly define a type of person or business, or a handful of types?
Would you be able to paint a rounded picture of the people who you sell to? A picture so accurate that the person felt real? Maybe they even have a name?
Or would you shrug and say you didn’t know? Or answer “everyone”?
It’s no coincidence that the most successful businesses and freelancers don’t guess who their customers are. They know exactly who they need to market and sell to in order to earn money.
And they know who not to waste time and money trying to attract, because they can’t build an income on their custom.
Finding your ideal customer isn’t just about profiling some people who may need what you offer. It’s about being really clear about who needs, and will and can buy from you often enough to build a sustainable business or freelance career.
Here are five reasons why it’s so important that you know who your perfect customers or clients are – and how we can help you identify your ideal customers.
1) You’ll find it easier to get your pricing right
Is your pricing attacking the right people to your business? Or are you actually putting people off?
Charge too much for your offering and people won’t be able to afford you. Charge too little and they’ll think your products or services can’t be any good. Or you’re not very experienced or accomplished.
So it’s important to price accurately, and for the people who will actually buy from or hire you. Here’s what you need to take into account when working out your pricing:
- How much it costs you to produce or buy and ship a product.
- How much it cost you to deliver a service.
- Your business overheads.
- How much time each product or service takes.
- How much money you need to earn.
- How much time you can devote to your business.
- How much your customers or clients are prepared to or can pay.
- How much competition you have.
- The market rate.
- How much your competitors charge.
- Where you are on the value/premium spectrum.
Some of these factors are based on you – your time and your costs. But to accurately estimate others, you need to know who you’re selling to.
When you have a clear insight into your ideal customers and what they want and need, you’ll find it much easier to get your pricing right, so you’re attracting customer and clients AND making a profit.
Find out how understanding their target audience, and what they were prepared to pay, helped Grey Goose quickly establish a premium brand and other pricing lessons in our Pricing Masterclass.
2) You’ll know where to focus your time on social media
Facebook, Pinterest, Instagram, Twitter, YouTube, LinkedIn… which social media channels should your business be on?
It’s easy to make the mistake of thinking you need a presence on all of them, but realistically no small business or freelancer has the time to do several platforms properly. Instead, we usually recommend you pick a maximum of two to focus on – and do these really well.
But which two?
This is where your customer avatars are essential. When you know who your ideal customers are, it’s easy to identify the platforms that they prefer. And importantly: the platforms they use when thinking about what you do.
What do we mean by this? Let’s say you’re a bookkeeper. You may personally love Instagram, and know that lots of female freelancers use it too. So it makes sense to build a profile there, right?
Not necessarily. What are your potential customers actually doing on Instagram? Are they getting business tips and following professional, B2B accounts? Or are they checking up on the accounts they follow, and getting style inspiration?
If its the latter, it doesn’t matter how much time you spend on Instagram; you’re not going to get business leads there.
Instead, your customers may love using Instagram for leisure, but rely on LinkedIn for professional networking and insights. And if you properly profile your perfect customers you’ll know this.
3) You’ll have less competition
Having some competition in business is good – it means there is an established market for what you do, and your competition will help educate people about the need for your type of products or services.
But you don’t want too much competition. With too many players vying for the same business, you’ll find it harder to stand out, need to spend more in advertising, and will need to be more competitive in price.
In a worst case scenario, as a generalist in a busy market you could end up in a race to the bottom – everyone trying to outbid each other on price and losing money in the process.
Clients and customers, meanwhile, can cease to value businesses on quality and simply hunt out the cheapest deal, further damaging the market.
So how do you avoid becoming an invisible minnow in an ocean of other similar businesses? Simple: you find a way to niche your offerings.
But what niche do you choose? This is where having proper research on you target audience is essential. You need to know what they want and what they need. What they will pay for, and what they require in a large enough volume to build a sustainable business.
The insights you gain through customer research can help you successfully niche your business. So you stop competing on price and give people a reason to go out of their way to choose your business.
In our Ideal Customer Masterclass we show you how one mum bravely niched her business. She was so successful that, as a direct result of this decision, was able to grow a company that recently sold for £17 million.
4) Your marketing will be more impactful
The starting point of every marketing strategy is your ideal customer. You can’t plan out a marketing campaign without knowing who you want to talk to, what they care about, and what offers and messaging is going to resonate with them best.
In order to talk to people, you need to get inside their heads. You need to know what they think, feel and care about. You need to know their lives – their habits, their fears, their dreams and their routines.
You need to know when, where and how to talk to them. And the real reasons why they might buy what you’re offering.
With all these insights, your marketing can’t help but work. And without them? You’ll be forced to rely in guesswork, and generic messaging that doesn’t really appeal to anyone.
5) You’ll find it easier to identify more customers
In our Ideal Customer Masterclass we liken profiling your customers as playing a game of Guess Who? You start out with a group of very different people, and slowly narrow it down to someone who perfectly fits your perfect customer.
Once you have that single person, you can then go out and find more people just like them. You know exactly what they look like, what they care and think about, what they feel, and where they go.
So rather than trying to sell your wares to a mixed bunch of people with varying needs, motivations and purchasing habits, you can find lots of people who want the same thing for the same reason.
And not only is it easier to find lots of these people, but your marketing messaging will be a perfect fit for them, so you’ll find it easier to sell to them.
Join our Ideal Customer Masterclass
So exactly how DO you identify your perfect customer? And when you know who they are, how do you find more of them?
Or, in the marketing equivalent of Guess Who, how do you go from this:
We show you how, step-by-step, to identify and find more of your perfect customer in our Ideal Customer Masterclass.
The class takes place live at 10am UK time on Thursday 27 June. Don’t worry if you can’t make the class live. Sign up for it anyway and you’ll receive a copy of the class slides, class template and a recording you can watch in your own time.
Here’s what you’ll learn in the class:
- Why it’s so important to identify your ideal customers, and exactly what ‘ideal customers’ means
- The common mistake too many businesses make when finding their ideal customers
- What you can learn from the healthy juice story about motivations to buy and purchase patterns
- Why niching makes finding your ideal customer easier (and how it earned one mum £17 million)
- How to research your existing customers to learn who your ideal ones are (and what to do if you don’t have any customers yet)
- Where to find golden insights into what your ideal clients think and how they feel
- An easy way to turn your research into powerful avatars using our template
- How many avatars you need (and why you need to create a negative one)
- How to bring your avatars to life to really get to know your perfect customers
- Where to find more of your ideal customers once you’ve identified who they are
- How to put it all together as a working process
We’ll also send you a copy of our customer avatar template, that helps you gather all the information you need to know about your ideal customer to create a rounded profile – and really bring them to life.
After watching our Ideal Customer Masterclass, you’ll you’ll be able to research, profile and find your perfect customers – and build products, pricing and marketing they’ll love and will want to buy.
A wise investment in your marketing and sales
The class costs £35 to join (it’s included in your membership if you’re in TLC Team). This includes a recording of the class to keep and watch as many times as you need, copy of our avatar template and class slides.
It’s more than worth the investment in your time and money to join the class. The knowledge and skills you gain will enable to you confidently identify and find your perfect customers, and niche your offering to fit their needs.
You’ll also have more powerful marketing and sales that will, ultimately, increase your business profits. We expect you to more than earn back your investment in the class using your learning from it.
Join our Ideal Customer Masterclass
To attend our Ideal Customer Masterclass, or get a recording of the class to watch in your own time, you need to sign up by 9am UK time on 27 June.
So, if you’re ready to start creating products, pricing and marketing that really appeals to your perfect customers – and get more business and sales as a result, make sure you sign up to our Ideal Customer Masterclass now.