Hey 👋 ,
In today’s newsletter, I’m talking about ICPs (Ideal Customer Profiles), and it’s not the sexiest subject, but it’s vitally important that you understand it.
• If you find yourself chasing people and getting ghosted
• Frustrated that no one is engaging with your content
• And you feel like you waste a ton of time
Then this newsletter is for you!
By the end of this newsletter, you will know the following:
- How to identify your ICP
- What to Look for in a Buyer Persona
🔔 If your business is B2C, skip this section and go straight to the ‘Buyer Persona’ section.
How to identify your ICP
Ok, your Ideal Customer Profile needs to start by looking at the type of company you bring the most value to but who also bring the greatest value back to you.
You want to think about:
• No. of employees
• Annual turnover
• Challenge and pain points
• Common objections
• Decision factors
Here’s an example
Professional services company that operates in the Finance sector and has approximately 15 employees. The turnover is over £1m+a year, and they are based in Manchester, UK.
They know they need to focus on business development, but the team has little lead-generation experience. They know they need to up their game on LinkedIn but can’t get buy-in from the team because they are unsure how to use it and consider it a waste of time.
If support has been discussed before, it’s usually shot down because no one understands how to use social media, and they haven’t seen any case studies that make them stop and look at the potential of social selling.
To help them when making a decision, they need to see the expected ROI from any investment and a well-documented written summary that shows the support understands their industry and, more importantly, the company values.
When you dig deep into your ICP, you identify exactly where your product aligns with their goals and solves their problems.
It becomes very obvious as to why they should choose your services.
When you have this information, the next step is to identify the buyer persona, the person within the company (your ICP) that will make or influence a decision.
What to Look for in a Buyer Persona
Now that you know the sector you want to work with, you need to know how you win their business; this is where a ‘Buyer Persona’ is required.
If you don’t sell B2B and your target audience is B2C, you will start with the buyer persona. The buyer persona is the person you want to sell to.
When building your buyer persona, you want to look for:
• Their background
• Common objections
By identifying their background, demographics, goals and challenges, you gain essential information that helps you tailor your marketing efforts more effectively.
By knowing their age, gender, location, education level, and occupation, you can create targeted marketing campaigns and messages that resonate with their specific needs, preferences, and challenges.
Overall, knowing the demographics of your buyer personas helps you make informed decisions, allocate resources effectively, and tailor your marketing strategies to reach and engage with the right audience.
It enhances your ability to connect with customers, build relationships, and drive business growth.
Chat next week
To your success