If you are targeting EVERYONE, you are targeting NO ONE
The main rule of Marketing is focus on your customer, aka PAYING CUSTOMER. Marketers, please do spend the most amount of time in creating the right targeting.
The main rule of Marketing is focus on your customer, aka PAYING CUSTOMER
Marketers, please do spend the most amount of time in creating your Ideal Customer Profile- ICP
To do that, ask questions:
- Who would pay for this product right now? (Ideal buyer with high intent and ability to pay)
- Who gets the maximum benefit out of this product? (Someone for whom the product is a direct best fit to solve their problem)
- Where can I reach them? (Marketing Channel, In person meetings, Events)
- Where does my prospect spend the most time? (Digital or Offline, Digital ads or Out-of-Home ads)
- Which other similar products does my prospect use? Or where do they spend their money (To understand possible integrations or line of growth)
Using above information prepare a detailed ICP (reference below)
Persona- CDO
Company stage- Growth
Size- Mid size with 400 employees
Revenue- $20 Mn
Budget- $5K
City- Bangalore
Marketing channel to target- Email, LinkedIn Ads
Active on- LinkedIn, Email
ICPs go even deep and I have seen 2 pages of documents just to craft ICPs.
Clearer the understanding of your ICP, Better the Marketing campaigns.
If you wish to read it on LinkedIn, here is the link: LinkedIn
Cheers!