January 30, 2024 • 17 mins
007: All good marketing starts with the customer. So it’s critical that you have a clear picture of your target market and ideal customer. Join me, Lily Richmond, as we embark on part two in a seven-part series to empower you to start your marketing on the right track when you're just starting out in business. In this episode, we will uncover how to nail down a specific target market, customer segments and ideal customer. If you're ready to make your product or service hit home with the people that matter, this is an episode you can't afford to miss.
Whether you're a startup or an existing business re-evaluating your approach, this seven-part series will help you get your marketing approach right the first time.
Grab the downloadable workbook and get your pen ready! It's time to market with purpose and power. https://marketingondemand.co/startup2
Get the show notes, transcript and workbook for part one in this series and more at https://marketingondemand.co/podcast
Got a topic you want me to cover? Share your ideas here: https://marketingondemand.co/contact
Got a topic you want me to cover? Share your ideas here: https://marketingondemand.co/contact
Like what you hear? Connect with me on social media:
LinkedIn
Facebook
Instagram
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Intro (00:05):
Welcome to the Small Business Marketing Huddle.
Our show is all about takingaction.
We equip you with the marketingknowledge and confidence you
need to make real progress.
So let's huddle up and listenin to the latest episode with
your host, Lily Richmond.
Lily Richmond (00:31):
Hey, this is Lily .
Thank you for being here today.
If you're already subscribed tothe show, thank you so much.
I do really appreciate youbeing here and I'm also really
stoked that you are taking someproactive steps to take control
of your marketing.
Now, this is your first timehere.
Don't forget, hit the follow orsubscribe button in your
(00:53):
favourite podcast player,because today, like in every
episode, I'm going to cover amarketing topic that I think you
really have to learn if youwant to master your marketing.
And make sure you listen untilthe end, because I'm going to
give you some practical stepsand details of how to get a
handy workbook to come up withyour target market segments and
(01:14):
ideal customer for yourindividual business.
Today is part two of seven in myseries on where to start with
your marketing when you're juststarting up in business.
Now, in part one, I gave yousome practical steps on how to
make your product or servicetotally irresistible to your
target market, and you'll beable to find that in episode six
(01:37):
if you haven't listened to italready.
But today, in part two, I'mgoing to give you the lowdown on
how to define your targetmarket and hone right in on who
your ideal customer is Because,ultimately, your success is
going to hinge on knowingexactly who your customers are
and what makes them tick.
Here's one I've worked withsmall business owners.
(01:59):
They've got a pretty broad ideaof who their target market is,
but that's just it really.
It's really broad and oftenit's too broad to be of any real
value when it comes to beingeffective.
Think of it this way your goalis to make your product or
service seem like it was madejust for your customer, and your
(02:20):
marketing communications speakdirectly to them as an
individual, and you can onlyachieve that with a clearly
defined target market and idealcustomer.
So let's get into theterminology so you can
understand these concepts better, and I thought it would be
helpful if I used an example soyou can visualize them in action
(02:42):
.
Let's consider an imaginaryperson called Joe, and they have
celiac disease, which is anintolerance to gluten, and they
decided to start a bakery thatsells only gluten free products.
So let's tackle what a targetmarket is first, and we'll use
Joe's bakery as an example.
(03:03):
So your target market is thegroup of people who have a want
or need for whatever it is youoffer.
This is the total opportunitythat your business has to
convert people into customers.
So, in Joe's case, to keep itsimple for now, their target
market is broadly anyone with agluten intolerance in their town
(03:24):
.
And I've started with a quite abroad definition of target
market for this exercise today,because if you're just starting
out in your business, it'simportant for you to be able to
identify what your total marketopportunity is.
And why is that?
Well, we want to know if therereally is a viable market for
the product or service thatyou're going to develop.
(03:44):
We need to make sure that youhave a market of a size that's
going to enable you to makemoney from your new venture.
So that's target market.
I've kept it really broad.
I would say, however, that whenyou are defining your target
market, you do narrow it down,and when we go through the
exercise later, you'll see I'mgoing to give you questions
(04:05):
which are more specific and willallow you to have a much
tighter defined target market.
So next, we want to understandwhat market segments are.
Now, these are distinct groupswithin your target market that
either have specific needs ordifferent uses for whatever it
is you sell, and they might havea totally different motivation
(04:28):
for buying.
Now, how would this apply toJoe's Bakery, as an example?
Well, they might haveidentified three clear segments
within their target market,which is everybody with a gluten
intolerance in their town.
They've identified segmentnumber one is people with celiac
disease.
It's a life threatening allergyto gluten, and so they
(04:49):
definitely need gluten freeproducts.
But Joe also knows that thereare going to be people in their
town that do not eat glutenbecause they feel better when
they avoid it, but they don'thave celiac disease.
So Joe defines this as segmentnumber two.
And then the third segment thatJoe has identified is local
cafes and restaurants who wantto offer gluten free bread and
(05:12):
other baked goods on their menus.
Ok, so that's a business tobusiness segment within Joe's
overall target market.
So can you see from that thosepeople?
They're buying the same product, but they have different
motivations and different needs,so there might be some
different treatment that we needto think about in terms of
marketing to those three groups.
Now I want to point out herewith segments, your customers
(05:35):
within your target market mightnot be diverse enough for you to
even warrant using segments.
So you've got to use yourjudgment on that.
A lot of marketing is reallysuper practical.
So just take a look at thiswhen you're doing the exercise
and think do segments actuallyapply to me?
Now some people might say, oh,you know, for a small business,
you know it's overkill to havesegments as well as a target
(05:57):
market and an ideal customer.
Well, I think it's importantfor you to just consider it Not
necessarily use it, but considerit and I want you to understand
the concept so you know whatpeople are talking about when
they say segments.
So the third definition that weneed to understand is an ideal
customer, and this is a reallycrystal clear description of the
person who it is that is mostlikely to buy from you.
(06:20):
This is the person that youwant to target with your
marketing activity and who youwant to have in mind whenever
you are doing marketing,communications or social media,
digital marketing.
Here you want to be able todescribe that person and you
want to be able to build areally clear picture of them.
Now, there are lots of namesthat get used for the term ideal
customer.
(06:40):
Things you might have seen areavatar, a customer persona,
customer portrait or profile,buyer profiles there are lots of
different terms for the samething.
So in Joe's business example itmight be busy working mothers
who have a child with celiacdisease.
(07:01):
Okay, I'm keeping it reallysimple.
Right now we won't go into allof the detail of that person
because I want to cover this inmore detail in the exercise that
we're gonna do in the next partof the episode.
So that's target market,segments and ideal customer
described, and have you noticedit gets more narrow as we go.
So it's a little bit like aninverted triangle where you
(07:23):
start really broad with yourtarget market at the top, you
then have segments and then youhave your ideal customer in the
point at the bottom of thatinverted triangle.
So that is targeting done anddusted.
Now what are the importantthings that you need to know or
to watch out for when doing thisexercise?
Firstly, I want to talk aboutniches.
Where do they come into it?
(07:44):
Everybody talks about findingyour niche and I haven't even
mentioned it.
Well, a niche is just a verynarrowly defined audience that
you are going to serve, wherethere is generally very little
competition.
You could argue that in ourexample of Joe's bakery, that
their target market is already aniche People who want gluten
free baked goods within theirtown.
(08:04):
That's actually quite a smallsegment of the overall market
for baked goods in thatparticular town, right, so that
is actually a niche.
The idea really with targetingis that you want to be as narrow
as possible but as commerciallyand financially viable as
possible.
Yes, there might not be anycompetition there, but there
might not be enough business foryou to make a viable return and
(08:28):
keep your business afloat.
Niche's do need to be lucrativeand actually, if you think
about your ideal customer,that's kind of a description of
a niche in a lot of ways.
Where Niche's work reallyreally well is where you have an
online first or digital onlybusiness, where you've got very
little overhead and you can behighly targeted with the
marketing tools that you've gotavailable to you to reach those
(08:50):
people.
If you're a bakery or a plumberor a physiotherapist, a hyper
focus niche could be a reallychallenging way for you to make
a viable business.
So I guess there's a widerlesson here that one size does
not fit all when it comes tomarketing.
There is no silver bullet orone way to do things, but if you
understand these principles.
(09:11):
You can apply them and you canflex it to fit your own
situation.
You don't have to followeverything religiously into the
letter.
Okay, so next up, I'm gonna giveyou some actions that you can
take away to define your targetmarket segments if you have them
and your ideal customer.
But firstly, I wanna highlightas well that you want to do this
(09:31):
exercise, and then you might goback and re-look at your target
market and narrow it downfurther, or you might make it
broader.
You might realize you've beentoo narrow to start with, and my
tip for you is to get to yourideal customer.
You need to know who they areand you need to be able to
describe them to a friend sothey could actually picture them
, because that's how youunderstand them in enough detail
(09:53):
to be able to develop somegreat, effective marketing.
So I've explained target marketsegments and ideal customer.
How are you going to put thisinto practice?
Well, after the break, I'mgoing to give you some practical
steps so you can make it happen, and how to grab the workbook
that gives you the space to getthose ideas down on paper.
Ok, first of all, I've createda workbook to go along with this
(10:19):
episode, because I totallyappreciate that you might be
driving or you're unable to dropeverything and follow these
steps and write your outputsdown, so I've added a link in
the show notes or you can grabit on my website at .
And that's number two.
So let's start with your targetmarket first.
(10:41):
For the product or service thatyou've defined, we want to know
who your target market is, andthere are some questions that
you need to ask yourself to beable to help you define it.
So, number one I'd ask myselfwho has a need or desire for my
product or service, and I'd wantto describe who that person is.
(11:01):
And how would you describe them?
Firstly, the easiest way, andthe one that springs to mind, is
demographics.
So their age, their gender,their sexual orientation,
marital status, do they havechildren or do they only have
pets?
Where do they live?
All of those sorts of things.
It does help you build up agood picture, but you don't have
to follow this to the letter.
(11:22):
Another question I'd be askingmyself is well, what
geographical territory am Igoing to serve?
Where is this target marketphysically located?
I'd also, then, want to pick upsome key points about their
lifestyle.
Maybe they're massively intofitness, maybe they love classic
cars.
What is it about that person?
Maybe they love travel.
(11:42):
What are some of the keyaspects of their lifestyle?
And then I think about themotivations of that target
market.
What are the reasons whythey're buying that product?
What's that deeper reason as towhy they're buying?
Now, a last question that I'dbe asking myself is if I was
selling business to businessrather than business to consumer
.
What type of business are they?
(12:04):
What size is their business?
Why are they using this productand service and how are they
using it?
Now, as another side note, ifyou are selling to other
businesses, you will absolutelylove episode four of the podcast
, which talks all about buyerroles.
So buyer roles are reallyvaluable to understand if you
are selling business to business.
(12:24):
So have a listen to that onetoo.
I'll drop the details of thatin the show notes as well.
So that's how you define yourtarget market.
Second is do you have segments?
So take a look at your targetmarket that you've described.
That's the next thing I wantyou to do.
Are there groups of people herethat have distinctly different
needs or problems that they'retrying to solve with your
(12:45):
product or service?
Are they buying it forcompletely different reasons.
If the answer to that is no,then don't worry, skip past
segments.
You don't need it.
But if you think that there aresome real clear distinctions
and types of groups of peoplethat are gonna buy from you,
then I would recommend that youdo just jot them down for now
and you can decide to use themor narrow down within those
(13:07):
segments and only target certainones, but just get it down on
paper for now.
So now you've done two thingsYou've pulled together a really
good description of your targetmarket and now you've identified
, if you have segments andyou've given a bit of
description around those two.
The third thing I want you todescribe is your ideal customer,
and this is where you get to bereally creative.
(13:30):
What do they look like?
What sort of job do they do?
What do they do on theirweekends?
Do they have a family?
What sort of car would theydrive?
What media do they consume?
What TV shows do they watch?
What kind of social media dothey use?
You get the idea.
I want you to describe a realperson in a way that you can
actually make this even morerealistic is to grab a magazine
(13:53):
or do a Google search and find apicture of someone who looks
how you imagine your idealcustomer to.
You want to bring them to lifeas if they were a real person,
and that can be a really handylittle tip for you to be able to
do that once you've pulledtogether that description.
Okay, so you are done.
You've defined your idealcustomer, as well as your target
(14:15):
market and your segments.
So now you know exactly whoyou're going to target with your
product, which you've alreadydesigned, which is totally
irresistible to that audience.
Now you might remember, in thelast episode, episode six, I
said you might need to go backto your product or service and
refine it once you've identifiedyour ideal customer.
(14:36):
So I do highly recommend thatyou dust off your outputs from
last week's workbook and justsense check it.
Has anything come out oftoday's episode where you've
defined your target market andideal customer that changes what
you came up with as yourproduct?
Are there some tweaks you needto make?
So this ensures that what youplan to sell resonates with your
(14:58):
ideal customer and that yourideal customer resonates with
what you're planning to sell.
And another reminder if youhaven't listened to part one,
head over to episode six, I'llput a link in the show notes as
well, and there's a workbook forthat episode as well, if you
haven't managed to do that yet.
So that's it.
You now have an irresistibleproduct and a really defined
(15:19):
target market.
You are well on your way togetting your marketing sorted
when you're just starting out.
Hey, thank you for being part ofthe huddle today.
I really hope you enjoyed theepisode and got some value out
of it.
I appreciate, yet again, it wasanother meaty topic.
Now don't forget to hit thesubscribe button, because next
(15:42):
time, in part three of theseries on where to start with
your marketing when juststarting out, we're going to
come up with how you make yourcustomers life better, and we're
going to do that in onesentence.
So we're going to puteverything together that you've
done in part one and part two.
So make sure you download thoseworkbooks and complete the
tasks that I've shared.
(16:04):
This is going to be a greatepisode to give you a really
single minded focus and theclarity you need to market your
business effectively.
And, as a quick reminder, visitthe episode description to get
access to today's workbook tohelp you define your target
market segments and your idealcustomer profile.
Or you can head over to mywebsite and grab the download
(16:24):
there.
https://marketingondemand.
co/startup2 and that's numbertwo.
Thanks for listening and I willcatch you at the next episode
of the Small Business MarketingHuddle.
Now for the legal jargon.
(16:45):
This podcast is for informationand education purposes only.
We make no business performanceclaims or guarantees in the
information shared.
The podcast content is generalin nature and does not
constitute advice for yourunique business situation.
Welcome to the Small Business Marketing Huddle.
Our show is all about takingaction.
We equip you with the marketingknowledge and confidence you
need to make real progress.
So let's huddle up and listenin to the latest episode with
your host, Lily Richmond.
Lily Richmond (00:31):
Hey, this is Lily .
Thank you for being here today.
If you're already subscribed tothe show, thank you so much.
I do really appreciate youbeing here and I'm also really
stoked that you are taking someproactive steps to take control
of your marketing.
Now, this is your first timehere.
Don't forget, hit the follow orsubscribe button in your
(00:53):
favourite podcast player,because today, like in every
episode, I'm going to cover amarketing topic that I think you
really have to learn if youwant to master your marketing.
And make sure you listen untilthe end, because I'm going to
give you some practical stepsand details of how to get a
handy workbook to come up withyour target market segments and
(01:14):
ideal customer for yourindividual business.
Today is part two of seven in myseries on where to start with
your marketing when you're juststarting up in business.
Now, in part one, I gave yousome practical steps on how to
make your product or servicetotally irresistible to your
target market, and you'll beable to find that in episode six
(01:37):
if you haven't listened to italready.
But today, in part two, I'mgoing to give you the lowdown on
how to define your targetmarket and hone right in on who
your ideal customer is Because,ultimately, your success is
going to hinge on knowingexactly who your customers are
and what makes them tick.
Here's one I've worked withsmall business owners.
(01:59):
They've got a pretty broad ideaof who their target market is,
but that's just it really.
It's really broad and oftenit's too broad to be of any real
value when it comes to beingeffective.
Think of it this way your goalis to make your product or
service seem like it was madejust for your customer, and your
(02:20):
marketing communications speakdirectly to them as an
individual, and you can onlyachieve that with a clearly
defined target market and idealcustomer.
So let's get into theterminology so you can
understand these concepts better, and I thought it would be
helpful if I used an example soyou can visualize them in action
(02:42):
.
Let's consider an imaginaryperson called Joe, and they have
celiac disease, which is anintolerance to gluten, and they
decided to start a bakery thatsells only gluten free products.
So let's tackle what a targetmarket is first, and we'll use
Joe's bakery as an example.
(03:03):
So your target market is thegroup of people who have a want
or need for whatever it is youoffer.
This is the total opportunitythat your business has to
convert people into customers.
So, in Joe's case, to keep itsimple for now, their target
market is broadly anyone with agluten intolerance in their town
(03:24):
.
And I've started with a quite abroad definition of target
market for this exercise today,because if you're just starting
out in your business, it'simportant for you to be able to
identify what your total marketopportunity is.
And why is that?
Well, we want to know if therereally is a viable market for
the product or service thatyou're going to develop.
(03:44):
We need to make sure that youhave a market of a size that's
going to enable you to makemoney from your new venture.
So that's target market.
I've kept it really broad.
I would say, however, that whenyou are defining your target
market, you do narrow it down,and when we go through the
exercise later, you'll see I'mgoing to give you questions
(04:05):
which are more specific and willallow you to have a much
tighter defined target market.
So next, we want to understandwhat market segments are.
Now, these are distinct groupswithin your target market that
either have specific needs ordifferent uses for whatever it
is you sell, and they might havea totally different motivation
(04:28):
for buying.
Now, how would this apply toJoe's Bakery, as an example?
Well, they might haveidentified three clear segments
within their target market,which is everybody with a gluten
intolerance in their town.
They've identified segmentnumber one is people with celiac
disease.
It's a life threatening allergyto gluten, and so they
(04:49):
definitely need gluten freeproducts.
But Joe also knows that thereare going to be people in their
town that do not eat glutenbecause they feel better when
they avoid it, but they don'thave celiac disease.
So Joe defines this as segmentnumber two.
And then the third segment thatJoe has identified is local
cafes and restaurants who wantto offer gluten free bread and
(05:12):
other baked goods on their menus.
Ok, so that's a business tobusiness segment within Joe's
overall target market.
So can you see from that thosepeople?
They're buying the same product, but they have different
motivations and different needs,so there might be some
different treatment that we needto think about in terms of
marketing to those three groups.
Now I want to point out herewith segments, your customers
(05:35):
within your target market mightnot be diverse enough for you to
even warrant using segments.
So you've got to use yourjudgment on that.
A lot of marketing is reallysuper practical.
So just take a look at thiswhen you're doing the exercise
and think do segments actuallyapply to me?
Now some people might say, oh,you know, for a small business,
you know it's overkill to havesegments as well as a target
(05:57):
market and an ideal customer.
Well, I think it's importantfor you to just consider it Not
necessarily use it, but considerit and I want you to understand
the concept so you know whatpeople are talking about when
they say segments.
So the third definition that weneed to understand is an ideal
customer, and this is a reallycrystal clear description of the
person who it is that is mostlikely to buy from you.
(06:20):
This is the person that youwant to target with your
marketing activity and who youwant to have in mind whenever
you are doing marketing,communications or social media,
digital marketing.
Here you want to be able todescribe that person and you
want to be able to build areally clear picture of them.
Now, there are lots of namesthat get used for the term ideal
customer.
(06:40):
Things you might have seen areavatar, a customer persona,
customer portrait or profile,buyer profiles there are lots of
different terms for the samething.
So in Joe's business example itmight be busy working mothers
who have a child with celiacdisease.
(07:01):
Okay, I'm keeping it reallysimple.
Right now we won't go into allof the detail of that person
because I want to cover this inmore detail in the exercise that
we're gonna do in the next partof the episode.
So that's target market,segments and ideal customer
described, and have you noticedit gets more narrow as we go.
So it's a little bit like aninverted triangle where you
(07:23):
start really broad with yourtarget market at the top, you
then have segments and then youhave your ideal customer in the
point at the bottom of thatinverted triangle.
So that is targeting done anddusted.
Now what are the importantthings that you need to know or
to watch out for when doing thisexercise?
Firstly, I want to talk aboutniches.
Where do they come into it?
(07:44):
Everybody talks about findingyour niche and I haven't even
mentioned it.
Well, a niche is just a verynarrowly defined audience that
you are going to serve, wherethere is generally very little
competition.
You could argue that in ourexample of Joe's bakery, that
their target market is already aniche People who want gluten
free baked goods within theirtown.
(08:04):
That's actually quite a smallsegment of the overall market
for baked goods in thatparticular town, right, so that
is actually a niche.
The idea really with targetingis that you want to be as narrow
as possible but as commerciallyand financially viable as
possible.
Yes, there might not be anycompetition there, but there
might not be enough business foryou to make a viable return and
(08:28):
keep your business afloat.
Niche's do need to be lucrativeand actually, if you think
about your ideal customer,that's kind of a description of
a niche in a lot of ways.
Where Niche's work reallyreally well is where you have an
online first or digital onlybusiness, where you've got very
little overhead and you can behighly targeted with the
marketing tools that you've gotavailable to you to reach those
(08:50):
people.
If you're a bakery or a plumberor a physiotherapist, a hyper
focus niche could be a reallychallenging way for you to make
a viable business.
So I guess there's a widerlesson here that one size does
not fit all when it comes tomarketing.
There is no silver bullet orone way to do things, but if you
understand these principles.
(09:11):
You can apply them and you canflex it to fit your own
situation.
You don't have to followeverything religiously into the
letter.
Okay, so next up, I'm gonna giveyou some actions that you can
take away to define your targetmarket segments if you have them
and your ideal customer.
But firstly, I wanna highlightas well that you want to do this
(09:31):
exercise, and then you might goback and re-look at your target
market and narrow it downfurther, or you might make it
broader.
You might realize you've beentoo narrow to start with, and my
tip for you is to get to yourideal customer.
You need to know who they areand you need to be able to
describe them to a friend sothey could actually picture them
, because that's how youunderstand them in enough detail
(09:53):
to be able to develop somegreat, effective marketing.
So I've explained target marketsegments and ideal customer.
How are you going to put thisinto practice?
Well, after the break, I'mgoing to give you some practical
steps so you can make it happen, and how to grab the workbook
that gives you the space to getthose ideas down on paper.
Ok, first of all, I've createda workbook to go along with this
(10:19):
episode, because I totallyappreciate that you might be
driving or you're unable to dropeverything and follow these
steps and write your outputsdown, so I've added a link in
the show notes or you can grabit on my website at .
And that's number two.
So let's start with your targetmarket first.
(10:41):
For the product or service thatyou've defined, we want to know
who your target market is, andthere are some questions that
you need to ask yourself to beable to help you define it.
So, number one I'd ask myselfwho has a need or desire for my
product or service, and I'd wantto describe who that person is.
(11:01):
And how would you describe them?
Firstly, the easiest way, andthe one that springs to mind, is
demographics.
So their age, their gender,their sexual orientation,
marital status, do they havechildren or do they only have
pets?
Where do they live?
All of those sorts of things.
It does help you build up agood picture, but you don't have
to follow this to the letter.
(11:22):
Another question I'd be askingmyself is well, what
geographical territory am Igoing to serve?
Where is this target marketphysically located?
I'd also, then, want to pick upsome key points about their
lifestyle.
Maybe they're massively intofitness, maybe they love classic
cars.
What is it about that person?
Maybe they love travel.
(11:42):
What are some of the keyaspects of their lifestyle?
And then I think about themotivations of that target
market.
What are the reasons whythey're buying that product?
What's that deeper reason as towhy they're buying?
Now, a last question that I'dbe asking myself is if I was
selling business to businessrather than business to consumer
.
What type of business are they?
(12:04):
What size is their business?
Why are they using this productand service and how are they
using it?
Now, as another side note, ifyou are selling to other
businesses, you will absolutelylove episode four of the podcast
, which talks all about buyerroles.
So buyer roles are reallyvaluable to understand if you
are selling business to business.
(12:24):
So have a listen to that onetoo.
I'll drop the details of thatin the show notes as well.
So that's how you define yourtarget market.
Second is do you have segments?
So take a look at your targetmarket that you've described.
That's the next thing I wantyou to do.
Are there groups of people herethat have distinctly different
needs or problems that they'retrying to solve with your
(12:45):
product or service?
Are they buying it forcompletely different reasons.
If the answer to that is no,then don't worry, skip past
segments.
You don't need it.
But if you think that there aresome real clear distinctions
and types of groups of peoplethat are gonna buy from you,
then I would recommend that youdo just jot them down for now
and you can decide to use themor narrow down within those
(13:07):
segments and only target certainones, but just get it down on
paper for now.
So now you've done two thingsYou've pulled together a really
good description of your targetmarket and now you've identified
, if you have segments andyou've given a bit of
description around those two.
The third thing I want you todescribe is your ideal customer,
and this is where you get to bereally creative.
(13:30):
What do they look like?
What sort of job do they do?
What do they do on theirweekends?
Do they have a family?
What sort of car would theydrive?
What media do they consume?
What TV shows do they watch?
What kind of social media dothey use?
You get the idea.
I want you to describe a realperson in a way that you can
actually make this even morerealistic is to grab a magazine
(13:53):
or do a Google search and find apicture of someone who looks
how you imagine your idealcustomer to.
You want to bring them to lifeas if they were a real person,
and that can be a really handylittle tip for you to be able to
do that once you've pulledtogether that description.
Okay, so you are done.
You've defined your idealcustomer, as well as your target
(14:15):
market and your segments.
So now you know exactly whoyou're going to target with your
product, which you've alreadydesigned, which is totally
irresistible to that audience.
Now you might remember, in thelast episode, episode six, I
said you might need to go backto your product or service and
refine it once you've identifiedyour ideal customer.
(14:36):
So I do highly recommend thatyou dust off your outputs from
last week's workbook and justsense check it.
Has anything come out oftoday's episode where you've
defined your target market andideal customer that changes what
you came up with as yourproduct?
Are there some tweaks you needto make?
So this ensures that what youplan to sell resonates with your
(14:58):
ideal customer and that yourideal customer resonates with
what you're planning to sell.
And another reminder if youhaven't listened to part one,
head over to episode six, I'llput a link in the show notes as
well, and there's a workbook forthat episode as well, if you
haven't managed to do that yet.
So that's it.
You now have an irresistibleproduct and a really defined
(15:19):
target market.
You are well on your way togetting your marketing sorted
when you're just starting out.
Hey, thank you for being part ofthe huddle today.
I really hope you enjoyed theepisode and got some value out
of it.
I appreciate, yet again, it wasanother meaty topic.
Now don't forget to hit thesubscribe button, because next
(15:42):
time, in part three of theseries on where to start with
your marketing when juststarting out, we're going to
come up with how you make yourcustomers life better, and we're
going to do that in onesentence.
So we're going to puteverything together that you've
done in part one and part two.
So make sure you download thoseworkbooks and complete the
tasks that I've shared.
(16:04):
This is going to be a greatepisode to give you a really
single minded focus and theclarity you need to market your
business effectively.
And, as a quick reminder, visitthe episode description to get
access to today's workbook tohelp you define your target
market segments and your idealcustomer profile.
Or you can head over to mywebsite and grab the download
(16:24):
there.
https://marketingondemand.
co/startup2 and that's numbertwo.
Thanks for listening and I willcatch you at the next episode
of the Small Business MarketingHuddle.
Now for the legal jargon.
(16:45):
This podcast is for informationand education purposes only.
We make no business performanceclaims or guarantees in the
information shared.
The podcast content is generalin nature and does not
constitute advice for yourunique business situation.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!