Does your business have an ideal customer profile? Your ideal customer profile (ICP) describes your target audience as if they were an individual. Your ICP should also show you how you should focus your marketing efforts to obtain the best results.
With all the resources you can find online, developing your ICP just became way easier. Here are some tips to help you source the data you need for your ICP.
Keeping an eye on social media
The sheer volume of data social media platforms generate is overwhelming. Try narrowing your focus to a few key channels and look for trends in your customer demographics and attitudes. Search for keywords and hashtags related to your business and see what people are talking about. You can also post questions to generate conversations and assess changes in customer attitudes over time.
After you’ve done your own research and had a few conversations with your target audience, it’s time to go beyond your own followers and you can learn even more. Search for related hashtags and see how your competitors are marketing to your audience.
Check out reviews of your own and similar products to see what people like and dislike. Looking at what people say about your product in their reviews is enough feedback on their own tastes and attitudes. Ask questions about remarks you find interesting and respond to comments and you can receive useful feedback in return that can be applied to future product iterations.
In addition to using site analytics, you can learn more about your audience by also observing their behaviour. Look at the pages they spend the most time on, where they take action and click on. There are also a number of different free analytics programs, such as Google Analytics.
At each touchpoint with your customers, ask: what is your organization doing well? What do you want us to improve on, and what goals do you have? By asking and listening, you’ll develop a deeper connection with your users, and they’ll be more likely to return as customers in the future.
Avoid Relying on Assumptions
Never make assumptions about your market. Some of the findings may surprise you, but keeping an open mind and researching your market is the best way to find hidden insights and valuable data.
Leverage Your Competitors’ Knowledge
Your competitors are an invaluable resource. They occupy the same space as your company and target the same audience because they have the same customers you do. Follow their campaigns, marketing strategies, and customer interactions, and you’ll gain a deep understanding of your market and the role you fill in it.
Starting Out with Your ICP
The first step to identifying your ICP is to identify who is the perfect customer to purchase the products and services you offer. Then, you can further research and expand your profile of your ideal customer.