Before launching your content marketing campaigns, you need to know your audience. Even the best digital marketing plans fail if they are not built specifically for your target market — so be specific!
This involves breaking down the main pain points that your target market faces. By creating a customer profile that revolves around your “perfect” client, you can tailor your marketing message to resonate with those whom you can deliver the most success. That’s how you ensure your content will resonate with potential prospects.
So, what is a customer profile?
Essentially, a customer profile breaks down your ideal customer’s buying patterns, spending habits, and pain points. Regardless of the type of marketing campaigns you are running, creating a comprehensive customer profile is critical to ensuring your content resonates.
Without a clear customer profile, it is virtually impossible to create compelling content that will resonate with your audience and spark engagement.
To create this profile, start by asking yourself these questions:
1. Who can you help the most?
In a perfect world, your offering would be beneficial for everyone. However, in a more realistic sense, there will be a specific demographic that has seen greater success compared to other audiences.
When creating a customer profile, it’s important to focus on those you can help the most. To start, try breaking down your offering into its most basic elements.
In other words, what is your company’s core genius?
What is the one thing you do best?
The more complex your offering gets — and the more pain points you try to solve at once — the more convoluted your customer profile becomes. This leads to scattered content marketing campaigns. That’s why it is important to clearly identify your core expertise and the specific type of client who benefits most from your expertise.
Think about all of your previous client projects…
- Which clients were you able to help the most?
- What industry/sector are they in?
- Which clients did you dislike working with?
- Who were you not able to help at all?
By considering the answers to these questions, you will gain some insight into what kinds of clients you know you can help, and what prospects you know you cannot help.
Once you have aligned your core offering with your ideal customer, you can complement your main offering with additional services to support these clients and solve their specific pain points.
2. Which of your clients has the highest lifetime value?
Although you may be able to help a diverse range of clients, trying to broaden your appeal is much more likely to dilute your message than make it stronger.
Once you have honed in on a specific audience, you can structure your offering to appeal to this customer profile and address their other pain points.
When building the profile, it is also important to consider which of your clients has paid you the most — identifying the lifetime value of each of your customers will go a long way to pinpointing who is a good fit for your offer.
As much as you would like to help everyone, you are still running a business, so revenues are crucial.
Consider breaking down your revenue history for every client you’ve ever had.
- Who has paid you the most over the course of their time with you?
- Who is likely to resonate with your additional offerings and buy into upsell opportunities?
- Which clients do you anticipate will grow alongside your business and keep paying for your services for the next 2, 5, or 10 years?
Once you have identified your ideal client — the client you know you can help the most — you can cross-reference this profile with clients who you know can afford to pay for your services over the long term. Now, you can appeal to their pain points and structure your offering around their needs.
This is how you build long-lasting relationships and generate consistent, reliable revenue for years to come.
3. What is your biggest “client win”?
So, you’ve nailed down the customer profile for your ideal client, and you’ve generated a framework for making sure this “perfect” customer can afford to pay for your services.
Now, it’s time to sell to these prospects.
To start, identify your “biggest win” from your existing client base who matches your new customer profile.
- Which project was the greatest success?
- Who did you help the most?
- How can you proveit was a success?
Since this client fits into your customer profile, their story is the perfect case study to use as evidence to support your offering when pitching to new prospects.
As long as they match your customer profile, their issues and pains will resonate with your target audience. That means your solution (and your content marketing campaigns) will also appeal to them, as they are likely experiencing many of the same problems.
This case study becomes your most important piece of evidence to support your offering and convince your ideal clients that you can help them. After all, if you’ve had success with other companies who are just like them, you can do it again.
How can you incorporate this knowledge into your own content marketing campaigns?
Now that you have an understanding of exactly who is your “ideal” customer, you can leverage this knowledge to create consistent content tailored to their needs. Once you know your target market’s pain points, your content will inherently provide value, helping position your company as a Thought Leader in your space.
Regardless of the medium — videos, whitepapers, blog posts, demos — this is how you create content that educates and nurtures prospects at every stage of the buyer’s journey, which is the first step to building long-lasting relationships with your client base.
Are you struggling to identify your ideal client?
Maybe you’re having difficulty framing your offering in a way that resonates with their pain points?
If so, we can help – book a Growth Acceleration Call with our team to learn more.