What Do To After You Find Your Ideal Customer

Once you've identified your ideal customer profile - your 80/20 customers who drive the majority of your business value - it's crucial to align every aspect of your marketing and operations to cater to this group. Let me walk you through a strategic approach to optimize your key business elements:

Note: If you haven't identified your ICP yet, use this guide to help you

Website Overhaul

First and foremost, your website must speak directly to your ideal customers. It's not just a digital brochure; it's your most powerful sales tool. Here's how to refine it:

a) Conduct a thorough audit of your current website. Identify pages that aren't aligned with your ideal customer's needs and interests.

• Use heatmap tools like Hotjar to see where your ideal customers are clicking and how far they're scrolling.
• Analyze your Google Analytics data to identify which pages have the highest bounce rates for your target audience.
• Example: If you're a B2B SaaS company targeting enterprise clients, and you notice they're bouncing quickly from your pricing page, it might indicate that your current pricing structure doesn't align with their expectations.

b) Restructure your navigation to guide your ideal customers to the most relevant information quickly. Remember, every click that doesn't add value is a potential lost sale.

• Implement a top-level menu item specifically for your ideal customer segment.
• Tip: Use clear, benefit-driven labels. Instead of "Products," try "Enterprise Solutions" if that's your target.
• Example: Salesforce's website has distinct paths for different business sizes and industries right on their homepage.

c) Rewrite your copy to address the specific pain points and aspirations of your ideal customers. Use their language, reference their industry challenges, and highlight how your solutions directly benefit them.

• Use the "Problem-Agitate-Solve" (PAS) framework in your headlines and body copy.
• Tip: Conduct surveys or interviews with your best customers to gather specific phrases they use to describe their challenges.
• Example: Instead of "Our software increases efficiency," try "Slash your reporting time by 50% - just like [Ideal Customer Company] did."

d) Showcase case studies and testimonials from customers who fit your ideal profile. This social proof is invaluable in building trust and credibility.

• Create a dedicated "Success Stories" page featuring case studies from your ideal customers.
• Tip: Include specific metrics and results that will resonate with similar prospects.
• Example: "How [Ideal Customer Company] increased their ROI by 300% in 6 months using our solution."

e) Optimize your calls-to-action (CTAs) to reflect the typical buyer's journey of your ideal customers. Make it easy for them to take the next step, whether that's downloading a whitepaper, scheduling a demo, or making a purchase.

• Use action-oriented, specific language that speaks to your ideal customer's goals.
• Tip: A/B test different CTA copy, colors, and placements to maximize conversions.
• Example: Instead of "Get Started," try "Book Your Free Enterprise Consultation."

Email Strategy Refinement

Your email campaigns are a direct line to your customers. It's time to make them laser-focused:

a) Segment your email list based on your ideal customer characteristics. This allows for highly targeted messaging.

• Use firmographic data (company size, industry, etc.) and behavioral data (past purchases, website interactions) to create hyper-targeted segments.
• Tip: Implement progressive profiling in your forms to gather more data over time without overwhelming new subscribers.
• Example: Create a segment for "Enterprise Healthcare Providers who've downloaded your security whitepaper."

b) Develop email sequences that speak to the specific needs and interests of your ideal customers. Generic blasts are a thing of the past.

• Create nurture campaigns that address the specific buyer's journey of your ideal customers.
• Tip: Map out the typical questions and objections your sales team encounters and address these proactively in your email sequence.
• Example: For a financial software targeting CFOs, create a 5-email sequence on "Streamlining Year-End Reporting."

c) Personalize your emails beyond just using the recipient's name. Reference their industry, company size, or recent interactions with your brand.

• Use dynamic content blocks that change based on the recipient's industry or role.
• Tip: Leverage data from your CRM to reference past interactions or purchases.
• Example: "Based on your recent purchase of [Product X], we thought you'd be interested in this complementary solution..."

d) A/B test your subject lines, content, and CTAs to continually improve engagement rates with your ideal customers.

• Test one element at a time: subject lines, send times, content length, CTAs.
• Tip: Start with your subject lines, as they have the biggest impact on open rates.
• Example: Test a benefit-driven subject line ("Increase Your Q4 Profits by 25%") against a curiosity-driven one ("The CFO Secret Weapon You're Missing").

e) Implement trigger-based emails that respond to specific actions your ideal customers take on your website or with your product.

• Set up automated emails based on specific user actions or inactions.
• Tip: Use website behavior tracking to trigger relevant emails.
• Example: If an ideal customer views your pricing page but doesn't contact sales, trigger a "Why [Company Name] is the Right Investment" email after 24 hours.

Marketing Language Optimization

Your marketing language needs to resonate deeply with your ideal customers:

a) Conduct interviews with your best customers to understand the language they use to describe their challenges and desired outcomes.

• Set up in-depth interviews with your top 10-20 customers.
• Tip: Record and transcribe these interviews to analyze the exact phrases they use.
• Example question: "What was the final straw that made you realize you needed a solution like ours?"

b) Develop a brand voice guide that reflects the tone and style that appeals most to your ideal customers. Is it formal or casual? Technical or accessible?

• Create a document that outlines your brand's personality, tone, and style.
• Tip: Include "We say this, not that" examples for common phrases.
• Example: If targeting tech-savvy startups, your guide might specify "Use contractions, avoid corporate jargon, and sprinkle in industry-specific humor."

c) Create a list of industry-specific terms and phrases that your ideal customers use. Incorporate these naturally into your marketing materials.

• Compile a list of industry terms, acronyms, and buzzwords your ideal customers use.
• Tip: Stay updated on industry trends and incorporate emerging terms quickly.
• Example: For a martech company, terms like "CDP," "first-party data," and "omnichannel experience" might be crucial.

d) Refine your unique value proposition to directly address the primary needs of your ideal customers. Make it impossible for them to ignore how perfectly you solve their problems.

• Craft a clear, concise statement that speaks directly to your ideal customer's primary pain point.
• Tip: Use the formula: "We help [ideal customer] to [solve problem] by [unique approach]."
• Example: "We help enterprise e-commerce brands reduce cart abandonment by 40% through AI-powered personalization."

e) Train your entire team on this new language framework to ensure consistency across all customer touchpoints.

• Conduct regular workshops to ensure all customer-facing teams are aligned on the new language framework.
• Tip: Create laminated cheat sheets with key phrases and terms for quick reference.
• Example: Have your sales team role-play using the new language in common scenarios.

Holistic Business Alignment

Beyond marketing, <span id="yellow-highlight" class="rte-highlight" style="background-color: yellow;" fs-test-element="highlight">your entire business should pivot to serve your ideal customers better</span>:

a) Product Development: Prioritize features and improvements that directly benefit your ideal customer segment. Their needs should drive your product roadmap.

• Establish a customer advisory board composed of your ideal customers.
• Tip: Prioritize features that solve the most pressing problems for your ideal customer segment.
• Example: If targeting enterprise clients, prioritize advanced security features or custom API integrations.

b) Customer Service: Train your support team to provide exceptional service tailored to the expectations and preferences of your ideal customers.

• Create ideal customer personas and train your support team on their specific needs and expectations.
• Tip: Offer premium support options tailored to your ideal customers, such as dedicated account managers.
• Example: For high-value B2B customers, implement a 24/7 hotline for critical issues.

c) Sales Process: Refine your sales scripts and materials to address the specific objections and decision-making processes of your ideal customers.

• Develop battlecards that address the specific pain points and objections of your ideal customers.
• Tip: Role-play sales scenarios regularly, with team members acting as your ideal customer personas.
• Example: Create a "day in the life" video showing how your solution transforms your ideal customer's workday.

d) Partnerships and Integrations: Seek out strategic partnerships that add value to your ideal customers' experience with your product or service.

• Identify other tools and services your ideal customers typically use and seek out strategic partnerships.
• Tip: Attend industry-specific conferences where your ideal customers gather to network and find potential partners.
• Example: If targeting e-commerce brands, partner with popular shipping and logistics providers.

e) Content Strategy: Develop thought leadership content that positions your brand as the go-to expert for your ideal customers' industry or niche.

• Develop a content calendar focused on topics that directly address your ideal customers' challenges and aspirations.
• Tip: Create "cornerstone content" - comprehensive guides or whitepapers that showcase your deep understanding of your ideal customers' industry.
• Example: If targeting healthcare providers, produce an annual "State of Healthcare Technology" report.

Remember, this is not a one-time exercise. The market evolves, and so do your customers. Regularly reassess your ideal customer profile and adjust your strategies accordingly. By maintaining this laser focus on your 80/20 customers, you'll not only improve your marketing effectiveness but also drive sustainable, long-term growth for your business.

Implementing these changes may seem daunting, but the ROI on serving your best customers exceptionally well is unparalleled. Start with small, incremental changes and build momentum. Your ideal customers will notice, and your business will thrive as a result.

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