Do You Have a Profile of Your Best Customers?

At the very end of this article is a list to give you a good idea of why no one profile will fit all!

A profile of a specific group of customers & prospects could be a document that consolidates similar information about a group with similar needs or 'pain points', who could definitely benefit as a result of purchasing the specialty service processes that you provide. This unique document would then become a very personal, (& valuable), 'Ideal Customer Profile' of an important part of your present marketing decisions!

Keep in mind that each customers desires or their problems aren't made equal. Some will buy your services and some won't for various reasons. What if you spend all your time, energy, and marketing dollars on the ones who won't buy? 

If you try to appeal to everyone, you'll end up appealing to no one, so it's really important to target the right segments of your market.  Profiles of ideal customers help you do that. Your own customer list will shape all the major marketing decisions you'll need to make, so it's a very important first step.

At the very end of this article is a list to give you a good idea of why no one profile will fit all. 

Next, learn how the basic profiling concept can help you direct your attention to the customer/prospect groups that will best help grow your business.

 The profile of each ideal customer group needs two key types of data –
  demographic and psychographic

It's also important to find out what problems your market faces. Look for challenges or issues they're trying to overcome. If you can provide the help they need, they'll become loyal customers. 

Objective Data, Not Assumptions!
Data collected in your ICP needs to be based as much as possible on objective feedback from the market, not just your assumptions! You probably already have a gut feeling about who your target market is. You can tell some things about them by looking at your services and the problems they solve.
However, you need to research and use objective data as much as possible. As you discover more about your market, there will be some surprises along the way. If it's all based on assumptions, you might easily miss the mark.

How to Learn about Your Market and Build Your 'ICP'
You can obtain this objective data through direct and indirect methods. Direct methods include interacting and engaging with your market. Listen to their conversations. Ask questions and start conversations. Run polls and surveys. Reach out to people and create opportunities for you to learn about them.

Indirect methods are important as well. There are some things people won't tell you, but you can learn through their behavior. Look at website metrics, social media activity, buying behavior, as well as how they interact with competitors.

How to Use an Ideal Customer Profile
Your ICP is essential because they craft your marketing message. Your message needs to speak directly to your market and in order to do that, you will need to know them well.

You'll also use an ICP for ad targeting. When you create ads, you can choose parameters based on the demographics of your buyer persona. It will determine what content you create and help you understand which leads are worth putting resources into pursuing.

Following is the sample list I promised to give you for an idea of why no one profile fits all. 

Residential Market            
      * upscale, pet friendly, valuable area rugs, fine furniture, etc
Commercial Market
     * rental properties, main street small businesses, restaurants
      *institutional, (*healthcare, *education)
Restoration Market
     *emergency water removal, *full restoration
Specialty Market
     *referral groups, *centers of Influence, *retailers – furniture,                       
     *retailers – flooring, *interior designers

There are far, far more groups, depending on you, your specialty services, and your marketplace.  

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