Content Strategy Blueprint - Chapter 2: Define Your Target Audience and Ideal Buyer Profile

Alright, marketing warrior! We’ve laid the foundation: you know your business, target audience, and main channels. It’s time to meet your new best friend—your Ideal Customer Profile (Or Buyer profile).

Forget the product pitch!

Your business is about serving customers, solving their problems, and fulfilling their needs. Remember, if you sell beds for dogs, your customers are not dogs but their owners!

Do you really know who your customer is? It’s not a dog, in this case, but the dog’s owner :)

You can’t connect with everyone, so let’s laser-focus on who matters most – your ideal customer.

Why is this so important? Here’s the truth:

• Targeted Content = Better Results: By speaking directly to your ideal customer, your content becomes more engaging and effective.

• No More Wasting Time: You’ll avoid attracting people who have no interest in buying, saving you precious time and resources.

• Building a Loyal Community: When you connect with the right audience, you build a community of true fans who become your customers for life.

Think of a Buyer Persona as a detailed portrait of your perfect customer.

This isn’t some generic audience; it’s a specific person with real needs, desires, and challenges. Knowing this helps you tailor your content to resonate profoundly and attract the right people.

Buyer personas give you insights into:

• who your buyers are,

• how they think/feel,

• and what motivates them to buy (crucial)

The best way to find out your ideal customer profile is to ask existing customers – surveys, focus groups, and polls- all these tools are invaluable.

P.S. Don’t be afraid to give them incentives for honest responses.

But there is a problem, my friend: Many gurus will tell you -you need to know your audience and your ICP ( Ideal Customer Profile).

Really? But no one will tell you how.

So let me be blunt:

• If you’re just starting, you don’t have any idea who your ideal customers are. You don’t.

• You can have your wish list. But you are probably wrong.

• So, the best you can do is to assume your Ideal Customer Profile (imagine your ideal one)

• Once you have enough sales, you can use data from your real customers to refine it.

But wait, you might think, “I don’t have any customers yet, so how do I know my ideal customer?

Don’t worry.