Thu. Jan 20th, 2022

Successfully creating growth strategies, relevant marketing campaigns and products that deliver real value to your customers, you must first to understand your customers. To do that, you have to study them, talk to them and build target characters to help you make them real for your team. Developing your customer profile is an integral part of brand positioning and an indispensable part of your brand book.

Many founders broaden their total addressable market (TAM) to make the numbers on fundraising decks seem more exciting, but effective customer targeting requires you to surgically narrow down to a specific customer profile — to a name, an age, and even a face. Once you’ve identified your customer, it’s critical to get the demographics clear and ethnographic elements that define them. Demographic information (such as location, gender, marital status) is not nearly enough, and to understand the customer, you also need to understand relevant ethnographic elements, such as their lifestyle and motivations.

Here’s how:

List your most committed users for any metric important to your business, such as highest LTV, most frequent user, highest number of purchases, or even highest referring customer. Your goal is to generate a list of customers, and the exact number can vary depending on the stage of your business. For a seed company, I recommend preparing a list of 15-25 clients. If you’re pre-launched and don’t have any customers yet, you can create a list of your desired users using external data from third-party apps and Google.

By clearly articulating your ideal customers’ preferences, pain points, and motivations, you can approach messaging in an informed and strategic manner.

Create a spreadsheet with at least the following parameters:

  • Unique Customer ID
  • Venue
  • Sex
  • Age
  • Career/Profession
  • Reference source
  • Marital status
  • Education
  • Buying behavior (defining first purchase, second purchase, third purchase, etc.) and/or engagement behavior (first, interaction, second interaction, etc.)
  • LTV

Since the above parameters include both internal and external data, you’ll need to use third-party tools or even do some cyber sleuthing (you’ll be amazed at how much you can learn with a Google search). Leverage your own database for usage behavior and customer journey, but do the necessary to understand more about each customer.

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