When building a new brand, or analyzing the effectiveness of a brand, it is important to look at it from the perspective of your customers that you are currently serving. Also, consider your ideal customer, and define that persona. Who are they, what do they like, does your language make sense to them? Here’s a list of questions to answer about your ideal audience to be sure all your branding and marketing messages align with them. Once your speaking to that type of person, you’ll attract that type of person.
The hard truth: Not everyone wants, needs, or will buy what you are selling at your price point. So let’s find out who will, and how to speak to them.
Common Denominator
- What action are they interacting with your business to take? Buy something? Donate to your organization? Volunteer for an event? If you have multiple actions your customers and audience can take, consider creating a couple of personas for each one of those specific actions.
Demographics
- How old are they? Age groups will suffice, consider the mindset of individuals at these different ranges.
- What is their gender?
- Are they married?
- Do they rent or own a home? If they rent, consider how your product can be adjusted to apply well to a shorter term residential situation.
- Do they have children? Adopted, fostering or biological?
- Where did they grow up? Different local pockets have their own unique language elements. Ex: Water in Philly is pronounced wooder.
- Where do they live now?
- Were their parents married or separated?
- What level of education did they complete?
- Have they ever been, or are they currently self-employed? If they are self-employed, do they work from home? How does your product or service help them work from home more effectively?
- What is their income level?
- How are their spending habits in relation to their lifestyle? Does this product or service fit into their current financial situation? What other spending habits do they have that would be consistent with your product price point?
- What types of occupations are they in? Speak their language! If it’s a business product, tap into the knowledge base that they must have in order to complete their duties.
Psychology
- What are their fears? Buying online is still uncomfortable for a large number of buyers.
- What are their current goals? Consider the seven areas to set goals in one’s life:
- Career
- Personal finances
- Spiritual growth
- Physical health
- Intellectual growth
- Family
- Social relationships
- Are they introvert or extrovert?
Business to Business
- Who do they report to? If anyone. You may have to consider who the actual decision maker is when it comes to b2b sales.
- What is their next career goal? Do they want to be CFO, if so, how does your product help get them there?
- What other tools do they use in their current role? How can your product or service compliment those products? If you know your tool works well with another, highlight that!
- How many people do they work with?
- Are they remote, or do they have a physical building?
Habits
- How do they use media? Is it primarily entertainment or education?
- Do they have and use a desktop computer? Or are they using their phone to complete their internet tasks? Be sure you’re using media avenues best suited for different device encounters. Desktop computers are used for longer periods of times, phones are constantly turned on and off throughout the day.
- Are they on Facebook? Are they always on Facebook?
- Do they use a journal/planner or notebook?
- Are they reading books? What authors/genres?
- How do they do their grocery shopping? Online, pickup, meal boxes, etc.
- Do they watch TV?
- What are their bad habits? Forgetfulness? Could a subscription service meet that need they have?
- Where do they routinely go? Coffee shops, specific grocery stores, their local gym? Consider these areas for potential business partnerships.
Lifestyle
- When your customers don’t have to do anything, what do they choose to do? What are their hobbies? Are they social hobbies or those they do in the comfort of their own home? What services do they use to fuel their hobbies?
- Do they have a blog? Engage with your audience where they already are.
- What events do they go to? Fashion shows, school plays? Consider these places and times to get in front of your customers and potential customers.
- What magazines do they subscribe to? Consider the content your customers are already consuming and study those examples.
Needs
- What are their needs today? Simplicity? Custom product to fit a unique manufacturing problem?
- What are their needs in 5 years? Maintenance of their home so they can work? A service call for your product?
- What are the needs of those around them?
- Who is around them that needs what you have? Sometimes your buyers aren’t exactly the ones who will be using your products. Consider those in relation with your ideal customer to create a campaign during appropriate times of the year (Mother’s day, Father’s Day, etc).
The intention of this practice is to take a step back, remind yourself of your customers, and continue forward. Hopefully this gave you a few ideas to reconsider the way you talk to your customers. Update some communication on your website, social accounts and in your everyday conversations.
Maybe you even thought of a few new marketing campaigns to start developing. List those new tasks, prioritize them based on your business goals, and begin breaking them down into smaller daily or weekly task lists. You’ll get through it all!
