Who is my perfect customer and how to find them.
Well, before we can establish who your perfect customer (or target market) is, we will need to answer a few questions.
1. What problem is your product or service solving?
Your service or product should fill a niche in the market. Let’s take a cake shop for example.
A cake shop solves the problem of providing cake to people who cannot bake or don’t have the time to bake.
Another example would be Showmax or DSTV, which, to an extent solves the problem of boredom and providing entertainment to people who are more at home nowadays than not.
As a B2B (Businesss to Business) example, we could take the example of an Office printer manufacturer like Epson, which provides an in-house printing service to businesses.
2. Who are you solving the problem for?
You need to determine exactly who you are solving a problem for or providing a service to, 
and then drill that down to the following factors:
- Age group
- Gender
- Location (local or global)
- Behaviour
A good example of how we would do this, would be a clothing store or clothing brand.
Eg. Athletic wear – depending on your specific product, it could look something like this:
Age group – 18 – 55
Gender – Female/ Male
Location – London
Behaviour – Active people who lead a healthy lifestyle and buys accordingly. Someone who generally has disposable income. They usually search for healthy recipes, healthy lifestyles, workouts and related content.
With behaviours, you should use common sense, strategy and ongoing data research as this would probably change over time.
Another clothing example would be:
Corporate wear – Depending on your specific product, it could look like this:
Age group: 28 – 45
Gender: Male
Location: Cape Town
Behaviour: Cares about looking professional. University educated. Enjoys playing golf. Wants low-maintenance, long-lasting wear.
You want to try and keep it to 4 – 5 factors. If you make it too broad or too narrow, you could be missing out on people who fit your perfect customer demographic.
3. Multiple target markets
Depending on how many services you offer, you might want to create a few target markets for each service.
These guidelines are aimed at organic content marketing and thus paid campaigns will be slightly different.
With paid media your target market and your target audience will differ, as your target options will not always fit your exact market. You will exclude low performers as you accumulate more data.
As you test, you will become aware of good performers you hadn’t considered, and this is a good thing, because you want to keep abreast of changes in society and adjust your marketing strategy accordingly.