Coastline Marketing Group Newsletter GraphicEvery time you market, you want the campaign to be successful. In order for this to happen, you need to know who your ideal customer is. This will allow you to speak to them effectively within the campaign so they respond positively to your message and use the call-to-action to contact you or buy from you.

Why a Target Demographic Isn’t Good Enough

You might already know some basics about your target demographic. These include some vague statistics, such as:

  • Age Range
  • Gender
  • Geographic Location


You’re making a lot of assumptions with this information. Plus, you don’t have enough details to really home in and speak the right language, use the right visuals, or anything else. What happens is that if you don’t “guess” right, you could lose your customers before you have had a chance to close the deal.

How to Create a Buyer Persona

The best way to figure out who your ideal customer is requires creating a buyer persona. You basically bring the specifications to life in order to identify who you are marketing to. This should be a process you go through with each product or service you offer to ensure you know who it is that you want to buy from your business.

With a buyer persona, you can create a graphic of what your customer actually looks like. You should also be able to identify such things as:

  • Marital status
  • Gender
  • Age
  • Occupation
  • Type of home they live in
  • Hobbies

For example, if you are a plumbing company, your average customer might be a 40-year old female homeowner who is married. She’s an administrative assistant in her day job and therefore wants a job taken care of quickly. She lives in a small single-family home with her husband, a dog, and two small children.

Now that you know all of this about your customer, think about how that’s going to change your approach to marketing.

If you choose a graphic, you can find one that looks like your buyer persona. People are more likely to click on an ad that resembles who they are. In the previous example, if you choose a graphic with a male teenager, your ideal customers are going to take one look at your ad and keep on scrolling.

The language you use for one set of people versus another is going to be different, too. Your goal in marketing is to identify the pain points that your ideal customer has. A middle-aged married woman is going to have different pain points from a male teenager and even from a female teenager.

You might have multiple buyer personas and this also means using different marketing campaigns to reach each one. It will allow you to focus on the right marketing message for everyone and therefore be able to close more deals. You will get a better return on your investment, too. Forget about target demographics and start creating buyer personas so you know more about your ideal customers.