Do you know your target market? As a chartered accountant, you'll tell us all businesses. Since your objective is to support business owners, it couldn't be more obvious. If that's what you think, this article is for you.
Targeting everyone means targeting no one. Today we explain how to define your target and find your ideal customer to multiply your sales.
What is the persona?
In the world of entrepreneurship, we often speak of the Persona. But what's the difference with a target or prospect?
It's all a question of perspective, like a funnel: from the general to the particular.
The target is a set of people you want to reach. It can be defined using demographic criteria (age, gender, income, geographic location, etc.) or psychographic criteria (interests, behaviors, values, etc.).
Once you've defined your target, you'll refine it by specifying a core target. The core target is the segment of the population most relevant to your business. It's the group of people most likely to be interested in your offer.
Finally, the persona is a fictional representation of an ideal customer. More than just data, it's a story you're going to give shape to. Your persona has a name, a life, fears, hang-ups, passions and purchasing preferences. He's THE imaginary customer you dream of having.
In marketing, the persona is used to better understand the needs, motivations and behaviors of target customers. The more you know about your persona, the more you can create a relevant marketing strategy.
How do you define your persona?
Like the previous diagram, operate in funnel mode. Think macro before you think micro.
Generally speaking, who do you want to sell your services to? Business owners.
What geographical area do you want to be present in? Your region or department, for example.
➡️ This is your broadest target
- What kind of companies would you like to work with? Key accounts, SMEs, solopreneurs, etc.
- Which business sector?
- What are your main needs?
➡️ This is your core target
Now you're going to create a fictitious person. This person represents your ideal customer. Is it a woman, a man? What character does this favorite customer have? What does he usually buy? Where does he go on vacation? What type of business has he set up, and why?
The more specific and detailed you can be, the more real your persona will be.
What you need to imagine:
- Its identity
- His lifestyle
- Family, friends and professional relationships
- Its character
- His passions
- Budget management
- Her needs and expectations
- Motivation and goals
- His frustrations, his fears
Armed with all this information, you'll think like a psychologist to understand him better.
Why is the persona important for your business development?
Once you've got to know your ideal customer inside out, it's easy to come up with a service that meets their needs, a communication that will have a rapid impact, and a marketing strategy that will win them over.
The key to effective and rapid business development is knowing your customers. You need to be able to put yourself in your customer's shoes, to anticipate their reactions and opinions. In this way, you'll be able to do everything you can to ensure that your customer makes a purchase, is satisfied with your service and support, and becomes your first ambassador.
It's up to you to create a virtuous circle.
The benefits of a well-crafted persona :
Customized services
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- A relevant message
- The right marketing strategy
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__________________________
= more sales
As we keep repeating, developing your practice involves a multitude of actions and learning processes that will enable you to become more efficient and productive.
The persona often seems time-consuming and futile. Yet it can save you precious time in your development and in achieving your objectives.
The simplest things are sometimes the most effective. So take the time to ask yourself the right questions and study your target in depth.
And if you need help, the Viseeon Academy is there to guide you along the path to success.
