So you’re new to marketing and putting your business out there has finally settled in your bones?
I see you asking yourself. Where do I even start?! There’s so much, it’s overwhelming! Should I pay for SEO or Ads for traffic? Should I get a new website to tell the world who I am? Should I focus on my branding and logos? Should I Join all the Social Media platforms or local networking groups?
As much as all these are valid ideas and steps to debuting your company onto the digital platform and into the hearts of your future loyal customers, the answer is no.
You should not.
This may come as quite shocking news to you, but have no worries, if anything, I’m about to save you from spending your hard-earned money on things that don’t quite matter yet. Forget the website. Forget Social Media. Forget Content, SEO, and Ads too. *IF* you have yet to intimately define your ideal customer (note the blaring capital IF). The first thing you need to do is to get inside the minds and lives of those you aim to serve. Knowing your Ideal Customer, Target Audience, or Customer Persona, is the foundation upon which all marketing is built. It serves as the sturdy building block that will weather your business through any storm, and support it while you build it up to dizzying heights. Intimately knowing who you’re marketing to will help custom make every detail to suit your target audience. And this goes from branding techniques like typography and voice to the content on your website, socials, and even your store signage and interior design.
You cannot underestimate the severity of the impact this step will have on the longevity and success of your business. It’s the seed in the soil. NOTHING is as important as your brand messaging’s suitability to the person on the other end of the screen. Their experience of it, the relatability to it. Your target customer must be able to visualize themselves using your product or acquiring your service. Now that we have the WHY noted down and understood, let’s move to the HOW.
So how do we build a proper customer avatar (Persona) based on 120 years of marketing strategy?
It’s quite simple:
Understanding someone’s age, gender, location, and other such demographic details is simply not enough. You simply must dive in deeper! You have to understand their most primal motivations, their secret desires, fears, hopes, and dreams. You need to know what’s keeping them up at night & what motivates them to wake up in the morning. You’re not looking for justifications as to why they should use your product: You’re swimming to the base of that iceberg, unlocking the psychological triggers that urge them to take action.
How? How? How?
Defining your target audience well lets everything else fall perfectly into place: your website, socials, content, ads, and more. Everything should be built on the cornerstone that is your audience persona. Now, this is where most would transition into a service plug and drone on about how they can help you if you schedule a consultation, etc, but no, today is about adding value. I want you to succeed at marketing: I’m legitimately rooting for you. So, drop your plans for this evening and sit down, list out some answers to these questions. Then go deeper. Ask yourself why at every juncture. Be inquisitive and introspective. After that? Well after that, we handle everything else, so stay ready.
Hint; your ideal customer is You 5 years ago.