Over the next three weeks, Jill Celeste, founder of Celestial University, will teach you how to fix the three biggest marketing problems most entrepreneurs face.
If you can fix these three marketing problems, your marketing will improve dramatically.
Even though these problems may be known to you, don’t ignore them. Work through each one. We are talking marketing fundamentals – the foundation to your entire business – and when they are misaligned, your entire business is out of whack.
This week, Jill will address the first big problem: not knowing your ideal client. Let’s get to it!
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When I talk to my students, time and time again, I get questions about why a marketing “something” didn’t work. And most of the time, the answer lies here: You need to learn more about your ideal client.
Understanding your ideal client is not a “one and done” activity. There is always something new to learn!
Furthermore, as you learn more about how you want to serve, your ideal client may shift. This is normal.
That’s why I recommend reassessing your ideal client at least once a year. Additionally, reassess your ideal client before launching a new product/service. That way, your launch will be a success.
How do you reassess your ideal client? You look at them from two viewpoints: their demographics and psychographics.
What are your ideal client’s demographics?
Demographics are data about a certain population. Statisticians use demographics to organize people into smaller groups. You will use demographics to understand more about your ideal client, including the following:
- Age
- Sex
- Marital status
- Race
- Religion
- Education
What are your ideal client’s psychographics?
Hand in hand with demographics, it’s essential to understand the psychographics of your ideal client. Psychographics explore the psychological criteria of your ideal clients (what they are thinking).
Psychographics include the following:
- Activities
- Interests
- Opinions
- Attitudes
- Beliefs
- Values
Ask your ideal clients
Often, entrepreneurs will guess their ideal client’s demographics and psychographics, and this is a huge mistake. That’s like guessing the price of a house before agreeing to buy it.
While you may have an idea about the demographics and psychographics of your ideal client, the best thing to do is ask them. This can be done through a survey that you email to your ideal clients or buy doing phone interviews.
Don’t assume you know. Here’s a story I like to share about my assumption about ideal clients:
Once I thought about writing articles for magazines to increase my visibility. However, I wasn’t 100 percent sure what magazines my ideal clients read. So, I asked them. And you know what I learn? My ideal clients don’t read magazines.
But I had assumed they did! Imagine if I had pursued this idea – I would have wasted so much time and effort trying to reach my ideal clients! I am so glad I asked this question.
Your marketing assignment:
- Figure out how you want to get demographic and psychographic information from your ideal clients (survey, phone call, or other means).
- Put together your questions and ask your ideal clients.
- Tabulate their responses into a spreadsheet or Word doc. Analyze their answers.
- Write down their psychographic and demographic information. I suggest saving this information in a Google Doc for future reference.
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