Who is your ideal customer?
You can replace the word customer with fan/client/reader or whatever you may want.
That person is the most important person for your online business, be sure to find him.
Running a ghost blog is more a matter of not finding your ideal customer than missing traffic. Do you know why?
You can get a massive amount of traffic, but if you don’t resonate with the people who read your stuff, those people won’t come back to your blog – which in the long run means not having an audience.
The only way to resonate with those people is by knowing what they want and giving it to them. Guess what? Without knowing who those people are, you can’t do these things.
Notice also that without knowing your ideal customer, you risk to attract the wrong people. You may end with a big audience of people who won’t ever buy your product/take your services.
After realizing these, many people start thinking “But I don’t want to cut out some potential customers…I want to appeal to as many people as possible”.
Probably you already know it, but in case you don’t…
You Can’t Please Everyone
Take Apple for example. They have some great products, but many people don’t like them and stick to Microsft and Android.
Or take Facebook. How many people does hate Facebook? A lot.
When you try to please everyone, you end pleasing no one.
It all starts when you write your posts. Are you writing for young people or older ones? What’s the job of your ideal reader? These little things change completely the way you write, the topic you choose and many other aspects of your blog posts. Some things resonate better with a certain type of people while others work better with another kind of people.
If you don’t keep in mind these aspects, you risk to write random posts with the result of not making people interested in your blog: they may like 1 or 2 of your posts, but not the majority of them.
The same concepts apply to products/services. Will you make a product for workers or students? Are your services for executives or operatives? For example if you want to sell to people with a high paid job, you’ll put a high price for your product, and this means that you’ll exclude most of the students.
An example comes from McDonald. Its target market includes people who want to eat without spending too much. Guess what? People who want to eat high class meals won’t go there, they prefer to spend more money on a classy restaurant. And McDonald is fine with this because its goal is to gather people who want to eat for a few bucks.
Finding Your Ideal Customer Determines Everything
Finding your ideal customer will shape all your online strategies.
Your pricing strategies depends on your ideal customers. If you want to sell to people with a high income, you’ll place high price, and vice-versa if you want to acquire customers with a low budget. An example comes from KISSmetrics: Neil Patel stated that KISSmetrics is made with the intent of selling its software to business that were in the range of $1M at least, so the price for the software is decided based on that.
The language that you use depends on your ideal customer: if your ideal customer is a young person, you’ll use slang and jargon in your writing and speaking.
Your ads will depend on your ideal customers – both on your site and off your site. You won’t use creative controversy ads when your ideal customer is a conservative person.
An example from Old Spice: the protagonist of the spot is a man who has a strong attitude and is confident – and probably ladies will find him sexy; it goes hand in hand with Old Spice’s ideal customer, a man who want to be sexier.
Your email marketing strategy will depend on your ideal customers too. If your ideal customer is a very busy person who receive dozens of emails per day, you’ll probably have better to keep your email frequency low.
The timing of your emails also will depend on the job of your ideal customer: a person who has a 9 to 5 job will check his email before or after work.
How to Find Your Ideal Customer
How do you find your ideal customer?
This is the most important question.
It requires time to figure it out, and often you only figure just a piece out. Or you may even evolve your idea – take for example Zappos which was just selling shoes in the beginning while now it’s becoming an all-round e-commerce.
Anyway, I’ll be happy to help you with that.
You DON’T Know the Product/Service that You Want to Sell
It happens: you know what’s your passion, but you don’t know how to profit from it.
When I started my first blog I knew my passion, but I hadn’t a specific product in my mind. I had a few ideas, but nothing too specific.
There are two approaches to earning profits from your blog: you grow your audience and then you find what they want or you already have a product and then you find the right audience.
You can succeed in either way, and there are many cases of people who succeeded with one of the two ways.
So, how do you find your ideal customer when you don’t know what you want to sell?
Think about the person that you want to help, your ideal reader/fan. Even though you don’t know your product, you know the ideal person that you want to help.
Try to figure this person out at your best. Ask yourself good questions and you’ll find good answers.
- Is this person a male, a female or it doesn’t matter?
- Is he young, middle aged or old?
- What’s his income range?
- Does he have a specific type of job?
- What are his passions, problems and fears?
- What are his values?
And so on…the more questions you can answer, the clearer will be the picture of this person.
You Already Know the Product/Service that You Want to Sell
Ideally you know the product/service that you wanted to sell.
This makes things easier because you already know what problem that person has. For example if you sell a course about improving self-esteem, you already know that your ideal customer has a low self-esteem which probably means that his job that doesn’t satisfy him or he hasn’t the relationships he wants. From this you can go on and discover that his income is in the low-middle range and many more.
When you have a few points from which you can start, you already have half of the work done.
Start from what you know and then try to understand much more.
Again, the questions above will help you, so feel free to use them – and ask yourself many more questions, so you have a complete picture.
How to Get Your Ideal Customer to Your Blog in 3 Steps
Once you know who is your ideal customer, you have to make him reach your blog. Here’s a simple step-by-step system to accomplish it.
1. Go Find Him
First of all, ask yourself: “Where can you find your ideal customer?”
You need to know where to search this person.
For example, if your ideal customer is a professional, SlideShare and LinkedIn are great places to start with. If you ideal customer is woman who has good tastes about clothing, you want to be on Pinterest.
Notice that you don’t have to search your ideal customers only on social networks, you can go to specific forums too. For example, let’s suppose that your ideal customer is a small business owner who need help with his social media presence: you’ll be on Social Media Examiner’s Networking Club.
You have also many blogs to look for your ideal customers. All the big blogs in your niche are perfect places to find many of your ideal customers.
Every kind of site on which you could potentially find your ideal customer is a candidate for your search.
2. Entice Him
Once you know where your ideal customers are, you have to seduce them so that they’ll want to learn more about you.
How do you do it?
Sharing useful stuff on social media is a good start. With the previous example, you could publish useful presentations on SlideShare or share interesting studies on LinkedIn. You could share wonderful clothing pictures on Pinterest.
You can share useful stuff on forums too. On forums you can also answer people’s question and help them solve their problems.
To get attention from people who follow big blogs you can write guest posts or be helpful in the comments.
3. Bring Him Back
By following point 2 you’ll end bringing people back to your blog in a natural way: to help people, you’ll share some of the stuff on your blog – because your publishing useful content that helps people.
In case you aren’t, keep in mind that till you provide helpful resources and don’t exceed with self-promotion you are safe. Dropping a link to your useful post on a forum, once in while, is completely ok. The same applies to guest posting: till you don’t go against a blogger’s rules and you link to 1 or 2 of your useful post, you are just adding value to the table.
I know that finding your ideal customer isn’t an easy task, so let me help you.
What are your difficulties about finding your ideal customer? What’s preventing you from figuring him out?
Let’s talk in the comments.