Let’s get started …
Determine who uses your product or service and whether you sell to consumers or businesses. If you sell to someone using your product or service for themselves or someone they know – and it’s not for their business or a nonprofit organization they manage – then your customer is a consumer. Businesses and consumers have different motivations or purchasing habits for buying and selecting their products. Understanding those differences, will help you know whether business to business (B2B) or business to consumer (B2C) marketing tactics are appropriate when it’s time to extend your reach.
Next, create a general description of who uses your product/service and who the buyer is by determining demographics related to who you think your potential customer is. If you sell to businesses, you will probably look at company size (revenue, number of employees, and/or number of locations), job titles, etc. and if you target consumers, you’ll likely look at age, sex, income range, and where they live. Your target customer profile will be refined over time so don’t fret if it’s not perfect from the start.
What motivates your customer to make a purchase?
Once you have a general understanding of demographics, it’s time to address motivations for purchasing or using the product. To make your marketing efforts more fruitful, develop a list of customer attributes you think are relevant to buyers and users, treating them as separate groups. Use primary and secondary resources to confirm your hypothesis by evaluating the following at a more detailed level: