You're a business owner. The aim: market towards your customers successfully, and spread the word. After all, you provide a fantastic service that they need. They're going to love you.
But how do you find those people? And I don't mean just anyone ... I'm referring to your ideal clients.
Sometimes, when we're trying to connect with our ideal clients through our content marketing, we get it wrong. We miss the message and wind up targeting the wrong audience, or the 'bad apples' if you will.
They're not bad people, but they are not your ideal customers. Marketing towards them is essentially a complete waste of both your time and money. You're either wasting your resources on sending out messages that get completely ignored or spending your time providing free consultations to people who were never going to become paying customers in the first place.
The problem that many business owners make, is that they hope that everyone is going to love what they're offering. You love it, so why won't everyone else, right? Wrong. Venturing down this road might seem ideal and exciting when you first start out, but marketing towards the entire world is going to result in minimal and possibly no gain.
If you try to speak to everyone, you wind up speaking to no one.
Resist the urge to generalize in your messaging, and push aside the fear of alienating people, leaving someone out, or missing a sale. Everything you create and send out into the world should be tailored to speak directly to your target audience. It should speak to their problems, their pain points, and their specific challenges.
How do you speak directly to your ideal customer when creating content and marketing material?
The first step in figuring out who you're talking to, and creating content for, is completing a buyer's persona. This can be called different things: customer profiling, a customer avatar, buyer's persona, etc., but it's all essentially the same thing. The goal is to dig into who your ideal customers are as individuals so that you can figure out how to position your business as the solution to their problems.
When you know who your audience is, which happens through the creation of your buyer persona, you humanize a stereotypical customer. You learn what they want, what they like, where they get their information, and where they shop on the weekends. You essentially get into their heads. This allows you to tailor content and marketing efforts towards them because you develop a true understanding of what they need and want from you.
Without taking the time to do this, you could be marketing towards the bad apples. And this is a complete waste of your time and resources.
Take the example of a food blogger, which we have touched on before. Everyone loves food, right? So naturally, everyone will be interested in your recipes about cheesecake and sausage casserole. With this assumption, you set up a paid Facebook campaign that targets everyone over the age of 25 in your country towards your food blog, with no further demographics or profiling. Where is the value in that? Your target audience loves food, loves cooking, and is over the age of 35. Further to that, most of them are women with at least 2 children and are not into health and fitness. These women prefer to shop at Farmer's Markets, aside from the large grocers.
So you spend a bunch of cash targeting everyone, and sure - you'll get some likes and interest, but the bulk of your ad spend will have been wasted on an audience that will have just scrolled past your post because they're just not your audience. They're your bad apples, and they need to be avoided.
Think about the difference in results, had you used your buyer's persona to create content, and to direct your advertising dollars.
Weeding out these bad apples will help you enormously when it comes to advertising and marketing; your efforts will be spent towards the customers you know will have an interest in you and your product, rather than ones that will just scroll past.
Have you worked on a customer profile? Do you know who the bad apples to avoid are?