Lauren Littlefield, Director of Marketing at Right On Interactive, shared this thought provoking article with us, and we want to share it with you!
Finding your best-fit audience
By Lauren Littlefield
Do you know who is your brand’s audience? Do you have an ideal or “best-fit” customer? These are important questions to consider before implementing any new marketing strategy. For organizations looking to not only win new business but also keep current customers and grow the right relationships, it’s necessary to first identify who your current customers are and of those, which are ideal or a best-fit for your organization’s products and/or services.
According to Seth Godin, an ideal customer is someone or another organization who…
- Wants your products and/or services;
- Has the ability to pay for the product and/or services; and
- Has the authority to purchase your product and/or services.
So how can you identify your best-fit audience, win more ideal customers in the future, keep them over time, and grow them into brand loyal advocates?
If you already have a customer base you can begin to identify customers who are ideal or a best-fit to do business with. Chances are, your team knows who these clients are off the top of their head.
Remember, the amount of money a customer has spent with you along with how engaged they are with your brand, are key indicators of customers who are most likely to buy more and stay brand loyal. Additionally, you should work to identify which customers are satisfied and happy with your products and/or services. This can be a contributing factor in determining who is ideal as well.
Once you have identified a few customers you consider to be your best-fit, compare their attributes and look for similarities between them. You’ll then need to group these ideal customers into a segment so prospects and new customers sharing the same attributes can be easily identified.
So why go to the trouble of identifying your best-fit audience? If you know who your best-fit customer is, you can market to prospects who are a profile fit for your brand with personalized communication to build engagement. Likewise, you can communicate with your current customers who fit your best-fit customer profile to keep them engaged and grow their relationship with your brand.
Are you ready to discover your best-fit audience? Learn how Right On Interactive helps organizations identify and engage with ideal customers for life.
Lauren Littlefield, Director of Marketing, Right On Interactive
With over ten years of experience in technology, marketing, public relations, and higher education, Lauren joined the Right On Interactive team as the director of marketing in April 2013. She is a 2013 graduate of the Hamilton County Leadership Academy (Ind.), and a board member of Girls on the Run of Hamilton County. She has previously served as the vice president, programming and the secretary of the Indianapolis Chapter of the American Marketing Association. Lauren earned her BA in Communication from Hanover College. In her free time, she enjoys spending time with her family, running, IndyCar and the Indianapolis Colts.