Your ideal customer profile is the foundation of everything in your business. It informs all your sales and marketing activities. You need to know your customer well before you can meet their needs with your unique products and services. Once you have a solid ICP, here’s what you do with it.
What Is an Ideal Customer Profile?
An ideal customer profile is a representation of the perfect fit for your business’s offerings. It’s not the only person who will buy from you, but the one who is most likely to, and therefore this is where you should focus your marketing efforts. It includes demographic information as well as the person’s attitude, beliefs, and concerns.
Clarifying Your Marketing Message
Your marketing needs to speak directly to your audience and their needs. You have a solution to their problem, and you need to speak to them in their language. The data your profile yields is essential for understanding how to communicate with your audience. Even if you have a truly wonderful product that perfectly meets their needs, the wrong messaging won’t reach them.
The data in your ICP is essential when designing an ad campaign. You can choose the parameters of your ad according to customer demographics. The better you know these demographics, the more narrowly you can target and get your ads in front of the right people. This helps you get the best value for your ad dollars.
Choosing Marketing Channels
Successful marketing involves going to your target audience, engaging with them, and putting your offerings in front of them. In order to figure out where your potential customers hang out online, you need a firm grasp on who they are. Your ideal customer profile is used to do this.
Lead scoring is an analytical process businesses use to evaluate how likely it is that a lead will convert to a paying customer. When you start engaging with a new prospect, you can use your ICP to determine whether they’ll buy and how much of your resources are worth trying to sell to them.
Setting Product Prices
Your ideal customer profile includes you customer’s attitude toward spending money and making purchases. You need to know this in order to set the right prices that are low enough your customer will buy but high enough to accurately reflect their image of your product’s value.
Your Position in the Market
Even similar businesses that offer similar products and services have slightly different customer bases. Your ICP will help you understand how your customers are different. Even more importantly, it shows you how your products and services uniquely meet their needs.
The first step to doing all of the above is to create a detailed ideal customer profile that includes demographic information about who your audience members are, but also data about their values, attitudes, aspirations, and issues.
Do you want to learn more about creating the right ideal customer profile? Check out the course, IDEAL CLIENT PROFILE, which teaches you the A to Z of creating customer profiles and helps you achieve your business goals.
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About The Author
Pat Simes is a Business Strategist, blogger and Founder of Innovative Business Solutions and Innovate Academy. She currently resides in the Midwest and is committed to inspiring and empowering entrepreneurs to transform their vision to reality.