Your Ideal Customer Workbook

@ Sharon Howat 2018

Who are your fans?

It is super duper important that you suss out who your ideal customers are or do you think you already know? I bet you think everyone is your ideal customer (so did I, until I looked deeper!) If you are not attracting new customers and/or team members to you team, your business is going to become stale and plateau or even worse crumble and we don’t want that – so now is the time to get super focussed on who you want to attract to your company and team. Once you have done this, the rest is easy. Your adverts will become easier, your social media posts will become easier (and any other marketing) and creating content will become a doddle. So let’s get cracking!

Let’s now go and find out who are IDEAL CUSTOMER (OR TEAM MEMBER) is. How can we appeal to them and what

can we do to help them

@ Sharon Howat 2018

LET’S GET MAKING SOME FANS & CUSTOMERS

Let’s think about your company and it’s brand image. Who do’s it appeal to? Who will be attracted to it? What does it say about the way you are currently promoting it?

@ Sharon Howat 2018

NOW GET THINKING SOME MORE…

Who currently buy’s from you? Who is a pleasure to work with? Who cannot wait to place their next order? Who appreciates your customer service & products? List below these people ONLY

So who are these people? What do they do? How old are they? Do they work (if so, what profession) Where do they live? (rented/mortgage) What do they do I their spare time? Love healthy living? Love quality? What is their marital/family status?

@ Sharon Howat 2018

Problem solving

Why do these people buy from you? What problems do you solve? What do you do for them? If your unsure, ask them – you may be surprised as to how you actually impact someone’s life with the service and products you offer!

Are there any similarities between these customers – are they all saying the same thing to you?

@ Sharon Howat 2018

Now let’s find out more about them – let’s go stalking

Now you need to spend some time investigating your fans. Look at the other businesses you think they will be following on social media (what pages do some of your customers currently follow) Use your page insights and graph search to look deeper. Make some notes in a special ‘My Fans note book’ (yes you have my permission to go buy more fancy stationery!) think about the types of imagery and lines they are being fed, that is being shown to them already

@ Sharon Howat 2018

More lines needed!!

@ Sharon Howat 2018

Now let’s find out more about them – let’s go stalking You should now be getting a feel for why you need to break this down and

really look at who you are ‘best’ serving. From now on your IDEAL CUSTOMER will fit a criteria and you can then target them better on social media and your website/blog content. And don’t forget, you will also have other people that will branch off and you can target them also with another type of advert! Answer these questions for each customer of your main product lines How old are they? Where do they live? What is their marital status? How much is their households annual income? Do they have children? Are they babies, pre-school/nursery, education, university? Do they work (part/full time) are they self-employed? What do they do for a living? What magazines/publications do they have access to? What types of social media do they use? Do they use social media for pleasure or business? What type of websites do they visit? (education, cookery, fashion etc) How do they shop for clothes (online, designer names, supermarkets, high end

high-street, low end high-street, bargain shops) How do they do their food shop? If they shop physically, which supermarkets will you find them? What do they watch on TV? Do they go on holidays? Home or abroad? Do they like to pamper themselves? Are they a member of a gym? Do they regularly socialise? Where might they hang out & chat (physically & online)?

@ Sharon Howat 2018

To sum up…

Empathy – putting yourself in your customers position The person I’m thinking about is I’m inspired to help, motivate, influence, inspire this person because If I were to speak as this person, I’d say that my main frustrations in life are Here’s what keeps me (your target person) up at night If I (you target person) could make 3 changes in my life in the next 3-6 months they would be

@ Sharon Howat 2018

More Problem Solving

What keeps your customers up at night? Do they have any issues (body confidence, debt, need new things or a problem solved etc) What would they give anything for, to solve their problems?

What can you do to help tackle their issues? What solutions do you have that can help their problems?

@ Sharon Howat 2018

Marketing

How will you speak to them within your marketing? What pain points will you mention to get them looking at your adverts because you ‘GET THEM’?

Where will they see your marketing? Do they hangout online?

@ Sharon Howat 2018

Email Marketing

What can you give away FREE that will help them in exchange for their email address? (VIP discount off products, how to styling infographic, top makeup tips guide etc)

Where will they see your marketing? Do they hangout online?

@ Sharon Howat 2018

What publications might your ideal customer read?

NOW GO OPEN UP THAT SHINY NEW NOTEBOOK AND WRITE EVERYTHING DOWN IN THEIR

ABOUT WHO ARE AND WHERE CAN YOUR IDEAL CUSTOMERS

BE FOUND