One of the biggest challenge business owners face is a lack of clarity on who is their customer or client.

If you fail to identify the right customer for your business you can speak to the wrong persons hence you will lose your time, money, and efforts on marketing to the wrong people. Especially if you are spending money on digital marketing and social media; if you do not have absolute clarity on your client or customer you will not get the desired results and your money and efforts will go in vain.

There are two main areas when you define your ideal customer for your business.


Demographics are statistics that companies keep on business clients and customers to help target sales.

Here are a few things you can consider to identify the right customer for your business

Age — what is the age of your client or customer?

Sex — is your customer male or female?

Occupation — are they in a specific occupation?

Education — what is their education level?

Religion — do they belong to any particular religion?

Income — what is their income (you can give income range)?

Marital status — are they married or unmarried?

Geographic location — do they live in some specific geographic location (or in cities or rural areas)? Etc.


 Psychographics are the attitudes, interests, personalities, values, opinions, and lifestyles of your target market. 

 Essentially, if you know how people choose and compare products in your category, you know how to structure your message:

  • If you know their deepest held beliefs, you can align your marketing messaging more closely.
  • If you know what they don’t care about, you can dismiss those messages and pull them from your site.
  • If you know what they read, you know where to reach them.

Here are some questions to understand the psychographics of your customer

 What are their interests? — are they interested in movies, sports, travel, music, etc.

What do they value? — do they value family, time, health, charity, religion, etc.

What activities do they like to do? — Things like skiing, reading, fishing, weightlifting, etc.

What aspiration does your ideal customer have?  Do they want big houses, fast cars, etc?

What opinions do they have? On topics like politics, economy, etc.

Most small business owners do not take time to think about who their ideal customer is and fail to deliver the message to their ideal customers. Considering demographics and psychographics; create a profile of your ideal customer so that you target and speak to the right customers and in turn, you get more leads for your business.

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