Not every person on the planet is a good fit for your products or services. Right?
Chances are you can look at your customer list and easily identify the characteristics of your ideal customer in terms of industry, size, revenue, pain points, etc. Wouldn’t it be great to have more customers like these? And likewise, I bet you can paint a really clear picture of the types of customers you don’t want to attract – right down to every little annoyance.
Imagine if instead of marketing to everyone and anyone you became laser focused on attracting only your ideal customers. To do this effectively, it’s important to get “scientific” and develop what we call Customer Personas – archetypes that describe the various goals and behavior patterns among your ideal customers. Customer Personas enable you to internalize the ideal customer you’re trying to attract and relate to them as real humans. This is key for customer acquisition, retention and even for product development.
There are several methods you can use to create your Customer Personas. These include customer interviews, analysis of your CRM to find trends, making your web contact forms more persona-centric and gathering insights from your sales team. Make 2015 the year of going after your ideal customers, not anyone with a pulse.
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