Your ideal client is getting inundated by a lot of advertising NOISE.
They’re getting messages from huge corporate retailers, crazy discounts from the small place down the street and they’re so used to seeing deals that they might easily just skip over the great promotion that you’ve spent all year planning for them.
So what can you do?
We attended a conference in October, called “The Future of Social” by Hootsuite. And here’s one of many things that excited us and surprised us.
97% of customers say that
advertising is NOT relevant
- Meaning, when they see an AD it does not speak to them or even feel like it’s something that they would be interested in.
100% of companies
say their advertising IS relevant
- Meaning, the Marketing Team has developed the perfect offer for the perfectly targeted group.They are patting themselves on the back and excited to see the data come in.
So where the heck is the breakdown?
Brands like to build a stereotype, if you will, about the kind of client that is their perfect match. They use this stereotype to draft messaging, pick out brand colors and use in their targeting for Advertising.
While this exercise is helpful, you know what’s better?
Actually studying data!
Data driven customer profiles are way more likely to actually represent your ideal buyer.
When we first start our company, we can assume who our ideal client is. And I don’t know about you, but most of what I thought I knew when I started – is WAY different in real life.
A great way to understand who is shopping with you is to perform frequent surveys.
Not – how was your service on a scale of 1-10 type of surveys. But, why did you pick us out of others in the area? What 5 words out of this list best describe what you liked about us (same question with, what you disliked about us). What is your age range / profession / city / interests, ETC.
This is also great to do with polls on social media – to really find out who is following you.
If you don’t know, then how can you know how to speak to them?