“Finding my ideal customer – How do I know who it is?” That’s a very important question. When you’re marketing your balloon decor business, you must get very clear on WHO your ideal customer is, where they are hanging out, what their needs and desires are, what their budget is, and what they like to spend money on.
When finding my ideal customer, I first need to describe their persona. This is kind of their personality. However, it’s more like their characteristics.
There are 5 major elements to your customer persona. I highly recommend having conversations with your existing customers. Then you can accurately
describe your customer persona. In addition, surveys are great for capturing this information.
You may even be familiar with the characteristics of your ideal customer because YOU have those same characteristics.
However, I have a word of caution. Often, when we claim ourselves as our ideal customer, we do not price our products our services appropriately.
No matter the situation, begin describing that person. Don’t wait for surveys or interviews to be conducted to create your first draft of your ideal customer. You can make assumptions while you wait for data to come in. Consequently, you can continue to conduct research as you move yourself forward.
In the meantime, you’ll benefit from the ideal customer persona you’ve created from the assumptions you’ve made.
What are their goals & values – What is their desired end result?
As I’m finding my ideal customer, I’m going to start with their end result. What are they looking for?
Let’s start with your ideal customer’s goals and values. Make note of the goals and values that are relevant to the balloon decor products and services you offer. If your desire is to service high schools, think about what the goals and values are of that school and/or of the person in charge of making decorating decisions.
You’ll use this information to product offerings (i.e. colors and designs), copywriting, content marketing and email marketing. When using our templates, you make a copy, save as “school ideal customer,” and modify bits of the information to match your ideal customer’s goals.
If you know that your local high school loves balloon decor for their homecoming and prom dances, you’ll reach out to them months prior with theme ideas, a portfolio of your work, and a guide to help them plan their dance.
Because what is the school’s desired end result? A really beautiful dance that’s not too stressful to put together and fits their budget.
What is their demographic information?
As I’m finding my ideal customer, I need to know where they are, what they look like, and how old they are.
Demographic information like age, gender and location will give your
persona a look and feel. Use demographic information about your ideal customer to bring them to life. You want to “get inside the head” of your ideal customer. Develop empathy for them. What are they thinking? How are they feeling?
If we continue with the ideal customer as a school – moreover a school administrator – who is an overworked female with 2 kids at that high school, in her 40s, who is active on Pinterest, Facebook, and Instagram while at lunch – She feels stressed about planning the prom; she’s going to look for ideas on social platforms so she knows who to hire and what steps she needs to take next.
Your ideal customer demographics are also useful when choosing advertising targeting options in ad platforms like Facebook. These will include location, age, and possibly interest.
And, when writing content, email or sales copy, you can simply write as though your ideal customer were sitting across the table from you.
What are their challenges and pain points?
By finding my ideal customer, I’m beginning to see who they are, like a character in a movie.
What is preventing your ideal customer from reaching their desired end result? Understanding what your ideal customer is going through will help you speak to them from a place of understanding and empathy.
If stress is a pain point, speak to how your balloon decor service relieves your ideal customer of stress.
If budget is a concern, then speak to how your payment process works with their budget.
If having the best, most unique decor the community has ever seen is a strong desire and challenge to overcome, then detail your portfolio and how your designs are unlike anything your locale has seen!
You want to compel your ideal customer to action. You want to build solutions to their challenges and pain points and use language that addresses them in your marketing messages, from email to social media to phone calls.
Where do they get their information?
Where does your ideal customer go to find the information their looking for to solve their problem? This will help you determine where to spend most of your time getting in front of them.
The best places to advertise are where your ideal customers are hanging out and learning.
You can think about it like this:
- My ideal customer finds decor ideas on these Pinterest pages: [LIST PAGES].
- My ideal customer would subscribe to [MAGAZINE].
- My ideal customer would shop at [STORE].
- My ideal customer would follow [CELEBRITY]
The idea is to find the specific areas that would attract your ideal customer.
What are their objections?
Why would your ideal customer not buy your balloon decor product or service? That’s their “objections” and it may seem similar to their pain points, but it’s a little different.
For example, if you know that your school administrator is overwhelmed about preparing for the school for the prom because they have a small budget, you can address the packages that fit their budget and still look amazing – Plus your service will help eliminate her overwhelm.
Another thing to consider is your ideal customer’s role in the decision-making and purchasing process. Is she the primary decision maker or is she influence the decision?
Understanding your ideal customers decision-making process is important to the success of your marketing and sales campaigns.