Surprisingly, choosing the right customer is one of the most common issues businesses face today. Lead generation is not tough, the filtration is. You could find a thousand prospects, but if none of them are genuinely interested in your services, if they’re not your target audience, then what’s the point? We’d just beat around the bush, shooting arrows in the open sky.
So, what are the key factors, the stakes involved in understanding and finding this ideal customer? To be straightforward, there are two aspects to analyse:
- Demographics
- Psychographics
What these two are, how they’re defined and analysed, and how they’ll help you find that perfect customer for your business is what we’re going to dive into today:
Demographics
Simply put, demographics comprises every little detail you can find out about your perfect customer. The area they live in, the kind of people they are, and the section of income range they fall within. Everything that helps you determine whether they’re a perfect fit for your product. The process of selling can quickly turn into a daunting task. Demographics help you narrow down who would make an ideal customer for your business. Zara’s customers are highly style-conscious, want to keep up with the trends and value their identity. Of course, these prospects also fall in the range of people in the higher than the average income bracket across the country. The information helps them reach a specific audience and design their strategies accordingly.
But the one thing about demographics is they’re only the beginning of the process. The actual spotting and marking of the perfect customer begin with Psychographics. How? Let’s dive deeper into this.
Also Read: How to Use Psychographics in Your Marketing
Psychographics
Psychographics is all about understanding a prospect’s values, beliefs, interests, and lifestyle choices. It’s about understanding who that person is.
What kind of life does that person live?
What could be their average day-to-day routine?
What are their pain points, things that they would pay money to be able to solve?
It’s important to know that just because a customer falls into a particular demographic circle doesn’t mean that they follow the same customs, culture, and beliefs that pertain to them. Therefore, along with learning about the core demographic characteristics, you must know about their interests and the kind of life they live.
Apple is a genius when it comes to psychographic research. Apple customers are generally financially stable and low-risk takers. They enjoy the comfort the brand presents them with. For many of these customers, switching ecosystems is harder than switching banks. Apple uses this research to design products that pertain to its customer base.
Let’s elaborate this discussion further with an example: If a prospect is a health coach, what could be his possible interests? Going to the gym, eating healthy, doing yoga in the morning, and more. Now, suppose you run a lifestyle brand. Would this health coach be interested in your products? YES. Their interests would match perfectly with your products.
Congratulations, you’ve identified your perfect customer. You’ve narrowed down your ideal customer from a crowd of thousands. This is the beginning of your journey in building your brand!
Conclusion
Once we have the combination of Demographics and Psychographics, it is where you structure an ideal customer’s persona and accordingly tailor your strategies based on that. This brings in the results from all the efforts and money you would’ve put into your marketing and advertising processes. Because if sales, marketing and advertising are not targeted towards the right people through a suitable medium, there is a definite lack of a proper plan and clarity of thought.
Want to discuss more on just what YOUR ideal customer looks like? Book a free strategy call with me, and let’s begin working on your filtration system.
