People are extremely complex, each with a unique set of circumstances, experiences, knowledge and goals. How can you determine what's important about your ideal customers that separates them from others in your target market?
(Image source Franck V. on Unsplash)
You may have gotten lost in the process of brainstorming your ideal customer. I've been there, it's a chaotic mess of near infinite data. Determining the factors that make them ideal is an art in and of itself.
Here's where we tip our hat to the age-old way of looking at consumers. I know marketing jargon can get pretty boring and sometimes leaves the head spinning- I'll try to make this as painless as possible. There's a Wiki page devoted to the intricacies of segmentation, but I'm only going into the main 4 here: Demographics, Geographics, Psychographics, and Behaviors. By all means, if you are looking for the full-monty (and don't mind your eyes crossing at some point), check it out for even greater insight. I'm just the messenger condensing the info, not the real source!
You've probably heard this one before. This slice of the consumer pie seems to be pretty well known. The characteristics include:
This slice is all about where. From the country down to city size and climate, these are all the factors surrounding a consumer's place of residence.
This section is vast, and is based on hobbies, lifestyle, personalities, beliefs, values, and emotions. Much of marketing today depends on a thorough development of the consumer's psychographics to implement very targeted marketing.
Not to be confused with psychographics, this segment is all about how the consumer behaves as a customer. This includes things like loyalty, purchase frequency, and product usage. It could even mean where a visitor clicks on your site.
Say What Now?
Most articles I've come across that explain how to find your target market (because not many focus on the ideal customer yet) seem to lean toward psychographics as the main tool for the job. Some aspects of demographics and geographics may be important, but those are product-specific. For instance, weatherproofing paint may do better in warmer climates, and 3D printer programs probably require higher income purchasers.
If you're still not sure how to apply this to your business idea, don't worry - tomorrow we'll pull it all together in real terms. Right now, it's important to familiarize yourself with the different categories to break up the myriad aspects of consumers into segments. Thinking about one slice of the segmentation pie at a time makes the process a lot easier to tackle.
Questions or comments? You know the drill! See you at 9a tomorrow for the culmination of the week's lessons! Hope you're as excited as I am!
As I begin this anew, I know only one thing: that I know nothing. Learn with me, and together we will figure this out.
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