How to Determine the Ideal Client with Jean Ginzburg
Jean Ginzburg has been a corporate escapee for 11 years. She is a digital marketing expert who helps small to medium-sized companies successfully grow their businesses, and she’d like to take us through the three key steps of finding your ideal client.
As the author of Win New Customers. How to Attract, Connect and Convert more
Prospects into Customers in 60 Days using Digital Marketing, a number one Amazon best-seller, Jean Ginzburg has helped many determine their ideal target market.
To paraphrase an excerpt in one of the chapters in her book: most of us want to dive nose-first into marketing, and we don’t even have our ideal clientele in mind.
One of the core aspects of her own digital marketing business addresses the fact that her own clients do all of the messaging, create all of the marketing materials, and do all of the multimedia advertising.
They do this without even addressing the right customers, which practically means that most of their work is done for nothing. So, one of the most crucially important things to do is identify who your target market is.
Otherwise, your breathtaking ad, superb copy, vividly impressive video, and any other aspect of your marketing plan in which you’ve invested considerable time and effort has been all in vain. The people you’re addressing, if in the wrong market, aren’t even paying attention!
Jean says that she wants to address that issue in order to make sure that, in the future, her clients don’t have similar problems.
How do we do that? Of course, by identifying our ideal target market.
The first step, according to Jean, is something fairly simple we can all start with: this is demographic data like age, gender, geolocation, and household income.
It’s a good start, although not nearly enough for a proper market identification. It marks the beginning of a process that is constantly revised and refined.
This is simply our starting point.
And, these first steps are where we encounter the first problem.
Upon rough calculation, these data narrow down the list to half a billion of people.
What Jean always puts emphasis on is that you do not need a huge number of random people to follow you, but a thousand people whom you can target and be sure that the message will resonate with.
The whole goal of target marketing that she wishes us to reach is exactly that number: one thousand. It’s the perfect division of target marketing. These are the people you need to describe in detail.
Jean says that that’s pretty much the issue with most of the clients she was previously working with: their target market was very broad, which drastically lowered the engagement, conversion rate, responses, and nearly every other marketing factor in the book.
So, what she does is draft a worksheet for her clients to follow. The first step on this list towards the solution is to determine the age, gender, geolocation, and household income of the target market.
After we narrowed down our target audience in the previous step, the further narrowing criteria that we’re looking for is psychographic data.
To further narrow down that half a billion people, you have to determine pain points, challenges, values and the goals of your customers.
The fact that makes these psychographic factors extremely important is that, as a business, your goal is to help solve a problem for the respective client or customer. How do you solve that problem if you don’t know what the problem is, or what the customer’s solution to that problem would be?
This is the point that Jean can’t stress enough to her clients.
After you introduce these pain points and challenges into the marketing materials, the engagement rate starkly rises above the pre-evaluation levels. This is the key premise of the second step of Jean Ginzburg’s market targeting worksheet.
The greatest challenge to her clients in this stage is that they rely on guesswork to determine these traits.
What Jean wants for us is to rely on data instead of hunches and guesses. The data is what’s going to speak for itself – and all you have to do is ask. Which is much easier than to guess, right?
There’s a number of ways you can ask, in fact, as Jean argues her statement. You can simply make a question and send it via email, or if you already have a customer list, you can very easily create a survey and send it out.
To ensure accuracy, she adds, you should grab a phone and talk to at least 20 customers who purchased your product/service in the past, and not only those who loved it, but also those who weren’t pleased with it.
Why did they buy from you? What were they like before they purchased this product or service? And, what were they like after? These are the important questions that Jean wants you to get answers for.
If the client has problems with email open rates, Jean recommends incentives, but only so subtle as not to cloud the results. You don’t want customers answering for the sole reason of using the benefits of such an incentive!
If a creative email subject won’t do, the furthest you should go is having a draw for an Amazon gift card of $50 to $100, for example. It’s a chance for all those who completed the survey to win.
When asked about the perfect time for such a survey, Jean answers that it largely depends on the type of business that we’re talking about. If you’re selling shoes, for example, you should ask 2-3 days after you’ve made the sale. If you’re a consulting business, a month after the project was completed should be enough.
She would also like to stress that her worksheet is a living document, subject to tweaks and adjustments.
Your ideal customer can change as your company grows or adds products/services to its offer. The customer avatar should constantly be revised, at least quarterly.
Yes, nothing may have changed, so you’ve simply confirmed the previous list. But, don’t take for granted even the slightest of changes – it will affect your marketing, so keep up to date!
Acquiring demographic and psychographic data as well as analyzing where your target audience gets their sources of information (e.g. blogs, events, publications, social media) are the three steps in learning who you serve and how to best serve them.
These three subsets of Jean’s customer avatar worksheet have helped clients from all around the world.
Jean’s incredible guidelines are sound and effective. We can more quickly find the people that are already looking for us!
Are you tired of doing it all yourself? Do you want to build a dream business and have the freedom to take some time off or do other things you love? Join our upcoming free live webinar Rapidly Grow Your Dream Business.
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