Not everyone is your ideal client.
In fact, your ideal client has unique characteristics and traits – things that make her unlike any other customer out there.
Your job, as Director of Marketing for your business, is to know everything about your ideal client, so you can sharpen your marketing and offerings so they are best suited for your ideal client.
How do you do this?
You accomplish this by having a thorough understanding of your ideal client’s demographics and psychographics.
That’s the topic for this week’s marketing strategy video!
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Hello everyone, This is Jill Celeste from the Celestial Marketing Academy and jillceleste.com where I teach purpose-driven entrepreneurs all they need to know about marketing so they can become the directors of marketing for their business.
Today I want to talk to you a little bit about demographics and psychographics. You may have heard these terms before and it’s super important that you have an understanding of these two terms because it helps you identify with acuity who your ideal client is.
So let’s first talk about demographics. Demographics are pieces of information that help you determine who your ideal client is. There are lots of different demographics. In fact, I did some research and I’m going to rattle off a list of things that are considered demographics. Ready? So some of these you’ll have heard of before but some maybe not, so here we go. Age, sex, marital status, race, religion, education, income, occupation, location, average size of family, average age of marriage, home ownership, type of car, and disabilities.
So ask yourself: How many of these details do you know about your ideal client? Now some have a zero relevance and you don’t need to know, but the ones that you do need to know, how much information do you know about that? I want you to think about how you can find out more demographic information about your ideal client and really think about how you can narrow. This is our exercise in narrowing and getting a niche going. So think about those demographics and how much you really know from a demographic standpoint about your ideal client, research and get further details.
Now let’s go to the second part of this, the psychographics. So psychographics, psycho of course, psych means brain, right mind. The psychographic factors, the psychographics help you determine why. So the demographics is about the who but the psychographics is about the why. Why someone would need your program. Why someone would buy from you. So let’s listen to these. Activities, so activities like do they like tennis, do they like to read, interests, opinions, attitudes, values, behaviors, personality, benefits, usage like do they use the subway, do they use Apple product, that kind of thing, biases and loyalty.
Think about those psychographics too and just like you do with demographics, can you identify traits as it relates to these psychographic factors? See how much you can learn and narrow down, because I promise you while not every one of these traits is something that’s applicable to your business, many of these are. The more you know about them and how they relate to your ideal client, the better your marketing message will be, the happier you will be because you are working with someone who’s meant to work with you, and the better you can do with your marketing because you have products and services that really serve this population.
Your homework assignment for this week is to start drilling down on the demographics and psychographics of your ideal client. If you’re not sure how to find this information, I would create a survey and ask your sales prospects, your current clients, your past clients and anyone that maybe you haven’t even approached yet but would love to work with who you think is an ideal client. Sent them this information or do a phone interview and really hone in. Look at maybe the Facebook ad manager. They have a lot of cool tools with creating a custom audience. That will also help you with that.
Really do this research and know it’s always evolving. You will always learn more but I want to challenge you to dig deeper because if you can really get your handle on this information, your marketing will be so much better. So, work on those demographics and the psychographics, and know that I’m rooting for you and here’s to your marketing success. Wishing you a great day and I’ll talk to you soon.
Jill Celeste, MA is a bestselling author, marketing teacher and founder of the Celestial Marketing Academy. Jill teaches purpose-driven entrepreneurs everything they need to know about marketing so they can become the Directors of Marketing for their businesses.
Jill is the author of the Amazon Top 25 Bestselling Marketing Book, That First Client, as well as the co-author of the bestseller, Cultivating Joy, and international bestseller, Gratitude and Grace.
Jill graduated with a B.A. in English from Wesleyan College in Macon, Georgia. She obtained her master’s degree in history from the State University of Georgia in Carrollton. Prior to becoming a marketing coach, Jill worked for 14 years in the private sector, and has experience in marketing and public relations in healthcare, IT and small business.
Jill lives near Tampa, Florida, with her husband, two sons, two guinea pigs and a basset hound named Emma.