When you’re not clear on who your ideal customer is, you get crickets. You’ll spend a bucket load of money, time and effort marketing to absolutely everyone and speaking to precisely no one.

We’re constantly bombarded with huge amounts of information. To give you an idea of the sheer amount of information out there: WordPress users alone are generating about 82.6 million new posts a month. So, if you’re not out there speaking to a specific group of people, in the way they want to be spoken to, there’s a good chance your message will end up drowning in that sea of unfocused noise.

When you identify and fully understand who your ideal audience is, your marketing efforts go so much further. Even better, your conversion rate will improve dramatically. It also means that you’ll be able to work on the type of projects you’ve always dreamed of and with customers you absolutely love. *Breathes a sigh of relief*

Here’s why truly knowing your ideal customer is crucial:

If you start with a product or service and then look for an audience to sell it to, then you’re doing it wrong. Instead start with your ideal customer in mind. If you know the problems they’re facing you can create products or services that help them and that they’ll actually buy.

Knowing your customer’s problems will help you come up with ideas for your content marketing. Simply put, you’ll know what your audience wants to see, know and learn. This is a great opportunity to show your ideal customers that you understand them, can help them and that you’re an expert in your field. Leading to lots of lovely incoming leads to help you grow your business.

If you know who you’re targeting, you’ll know where they’re hanging out and how best to reach them. What a disaster it would be if you built a presence on one platform – only to find out your target audience doesn’t even hang out there? Aligning your brand marketing efforts with your ideal customer means no more wasted money advertising to the wrong people or in the wrong places.

If you try to be everything to everyone you’ll at best be vanilla, at worst be a confusing mess. Instead, by creating for a specific audience, you’ll be able to properly connect with the very people most likely to buy from you. Yeah, ok, you might put off some people. But those people aren’t your ideal customers! They probably wouldn’t buy from you anyway. Or be fully happy if they did. By tailoring the way you communicate in order to appeal to your ideal customer you’ll create a far more meaningful relationship with them. They’ll become your fans, cheerleaders and word of mouth warriors.

We’ve all been there. Unenjoyable customer experiences and projects that just weren’t a vibe. However, as soon as you get clear on who your ideal customer is you can start attracting them. So you’ll spend far less time working with people and projects that don’t light you up.

Not only will working with the wrong people be a thing of the past, you’ll also stop wasting time having conversations with them. Sounds harsh, but this is best for both of you! We all know that stressful feeling when you’re half way into a sales call only to realise you’re just not a fit. Or the frustration of waisting your time playing email ping pong before it becomes evident that they can’t afford you. Being crystal clear on who your actual ideal audience is will cut all of this out.

So there you have it, 6 reasons why knowing your ideal customer is absolutely critical for business success. All of your business and marketing strategy should start with a solid understanding of your target audience.

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