As specialists in content marketing in Atlanta, we often get detailed briefs on our client’s target market – the people they are looking to sell their products and services to. What makes our strategies exceptional, however, is that we don’t stop there – we ask about their ideal individual consumer.
The problem is that companies usually want to sell to the broadest range they possibly can in order to optimize their business strategy and reach their goals, which makes sense. What this also does, however, is make content marketing strategies very general. When you know who your ideal customer is, you get very specific information that, along with information on your general target audience, makes for a very effective and highly targeted campaign.
Who is your ideal customer?
Envision someone walking through your company’s doors. Ask yourself three questions:
- Why do they want to buy from my business?
- What product or service are they seeking?
- What will help them achieve their goal?
So, if you own a roofing company, for example, you can say that your ideal customer is a homeowner looking for someone to do repairs on his roof who needs the appropriate materials and repairmen on short notice. Although your target market may generally be homeowners, owners of commercial properties and the construction industry, the development of this individual profile is much more informative and hold more possibilities. You can always develop several individuals to run simultaneously in different campaigns.
How does this help my business?
Highly specific campaigns cause a reaction in targeted individuals where they say, ‘Hey, that’s me they’re talking to’. They recognize that your products are in fact the ones they’re looking for and they’re more likely to pass this information on to other people they think of via word of mouth. Content marketing is about resonating with your customers – and this feels like you’re talking directly to them about their concerns.
About the Author
Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders. His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners.
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