How to Identify Your Ideal Customers (AKA Your Target Audience)

Who are your ideal customers? 

If someone asked you right now, “Who do you want to buy your product or service?” – would you have a clear answer? 

Or would you say something like, “Well…anyone could benefit from what I offer.” 

Here’s the problem…

Trying to sell to everyone means your message connects with no one. 

Think about it: If you’re selling luxury skincare but your marketing is targeting college students on a budget, your marketing isn’t just ineffective–you’re wasting time, energy and money speaking to the wrong people. 

Many business owners make the mistake of trying to appeal to everyone, thinking it will bring in more opportunities. But in reality, the opposite is true. The most successful brands narrow their focus and market strategically to their ideal customers–so when the right person sees their offer, they immediately think, “This is exactly what I need.” 

It really doesn’t matter what type of business you have. If you want to be successful, identifying your ideal customers (aka your target audience)  should be the first step in ANY marketing strategy. 

Let’s get into it. 

Who Are Ideal Customers? AKA Your Target Audience  

Your ideal customers make up your target audience–the specific group of people who are most likely to need, want and buy your product or service. 

They share common characteristics such as demographics (age, gender, income, location), psychographics (values, interests, behaviors) and pain points that your business directly addresses.

Identifying your ideal customers is crucial because marketing to “everyone” results in weak messaging, low engagement and wasted effort. 

Instead of casting a wide net, a well-defined audience allows you to create highly relevant content, offers and messaging that resonates deeply with your audience and makes your brand feel like the perfect solution. 

Your target audience isn’t just about who could buy from you or who you WANT to buy from you. 

It’s about understanding who is most likely to connect with your brand, see value in what you offer, and convert into loyal customers. 

The more specific you get, the easier it becomes to attract, engage and sell with confidence. 

Step 1: Conduct Market Research (Look at what’s already working) 

Before defining your ideal customer audience, you need to understand the market you’re operating in. If you don’t know who’s already out there, what’s working and what’s missing, you’ll be guessing instead of making informed decisions. 

Start by analyzing: 

Your Competitors – Who are they targeting? What messaging do they use? Are there any gaps that you can fill? 

Industry Trends – Are consumer behaviors shifting? What are people in your space struggling with right now? 

Customer Reviews – Look at reviews for similar products/services to see what people love and hate. Be sure to keep track of what type of people seem to be the biggest supporters. 

Social Media Engagement – What type of content sparks the most interaction in your niche? Who are the biggest influencers, and what kind of people follow them? Do you notice any patterns? 

Let’s say you’re a business coach. Suppose you notice a competitor’s client complaining in reviews that their coaching program lacked structure. In that case, that’s an opportunity for you to position yourself as the structured step-by-step solution they’re looking for. 

Pro Tip: Spend 30 minutes researching your industry and note any patterns, gaps or common struggles. 

Step 2: Assess Your Product or Service (What Problem Are You Actually Solving) 

A big mistake many business owners make is focusing too much on what they do instead of what their ideal customer needs. 

If you can’t clearly explain how your product or service solves your audience’s problems, your messaging will feel vague–and vague messaging doesn’t convert. 

Ask Yourself… 

What pain points does my offer solve? 

Think beyond the obvious. What problem does your product or service solve for your customers? How does it leave them feeling? What do the before and after look like? 

Who benefits most from this solution? 

Is your business or product for beginners, experts, small businesses, large businesses, B2B, or B2C? Would a high school student or a retired teacher be a better fit? Get specific. 

What makes my offer unique? 

Do you provide a specific method, better results or a faster solution? If 100 people in your town offer the same service or product, why should someone choose yours? 

Action Step: Write down three major pain points your offer solves and three key benefits your audience gets from working with you. 

Step 3: Leverage Existing Customer Data (If you have it) 

If you’ve already worked with clients, your best ideal customer insights are right in front of you! You just need to look for patterns. 

Review your past and current customers and ask yourself… 

Who are my ideal customers right now? (aka who do you enjoy working with the most) 

What do they have in common? (Industry, business size, goals, struggles, location…)

How did they find me? (Referral, social media, SEO, etc.)

Why did they choose me over a competitor? (Ask them directly if you’re not sure.)

If you notice that most of your past customers are female service providers who struggle with brand messaging, that’s a major clue as to who is naturally drawn to your offer. 

Pro Tip: Look at your last 5-10 customers and note any patterns in their demographics, business type and pain points. 

Step 4: Create an Ideal Customer Profile (AKA Your Client Avatar)

Now that you have data from market research and past clients, it’s time to create an ideal customer profile. 

Think of this as a detailed blueprint of your dream client – the person who needs what you offer, values how you deliver it and is ready and willing to invest. 

Your ideal customer profile should include…

  • Demographics
  • Psychographics
  • Pain Points
  • Buying Behavior
  • Values & Motivations

Pro Tip: Go into as much detail as possible with your customer avatar. Name them and define their personal life and hobbies. The more specific you get, the better. This will be used as a representation of your target audience. 

I’m dropping a 30 page Customer Avatar Guide & Template FOR FREE March 2025!! Sign up here & you’ll be the first to get it. 

 

Step 5: Develop Buyer Personas (For Different Segments of Your Audience) 

Not all of your ideal customers will fit into one box, which is why you might need multiple buyer personas. 

A buyer persona is like a sub-category of your ideal customer, representing different types of buyers who may need different messaging. 

While it’s wise for any business to create buyer personas, they are especially crucial for B2B companies. For example, if you are a B2B company, your customer avatar would represent the type of business you want to market to, and your buyer personas would define different types of people within that business. 

Step 6: Test, Refine and Adjust Your Ideal Customers as You Grow 

Defining your audience isn’t a one-time thing. It’s something you tweak as you grow. Your ideal customers may also vary depending on specific offers within your brand. 

Some ways you can refine your ideal customer targeting include:

  • Experiment with different messaging and see what resonates most. 
  • Test different offers or price points to see which attracts your ideal customer. 
  • Pay attention to engagement and conversions. If people aren’t buying, you might be speaking to the wrong audience. 

Pro Tip: Set a quarterly review and SWOT analysis to assess what’s working and adjust as needed. 

The More Specific, The Better! 

Identifying your ideal customer isn’t just a one-time exercise–it’s the foundation of every successful marketing strategy. When you know exactly who you’re talking to, what they need and how your offer fits into their lives, everything in your business becomes easier. 

Your messaging becomes clearer. 

Your content attracts the right people. 

Your marketing feels more intentional (and actually converts).

Instead of wasting time and money trying to appeal to everyone, you can focus on building deeper connections with the people who are already looking for what you offer. 

Ready to refine your messaging and attract more of the right people? Book a call with me today and let’s get started! 

P.S. Don’t forget to sign up here and be the first to receive my FREE 30 page Customer Avatar Guide & Template! Dropping March 2025. 

Picture of Cydney Nelson

Cydney Nelson

Cydney Nelson is a cognitive behavioral neuroscientist, website copywriter, brand strategist, and SEO expert with a knack for blending behavioral science with compelling stories. As the creator of The Copy Planet, Cydney helps businesses build a bold brand presence, refine their voice, and connect with their dream audience. Whether she’s developing SEO-driven website copy or consulting on content strategy, her mission is simple: to help creatives and entrepreneurs save time, communicate clearly, and grow their brands with ease.

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Picture of Cydney Nelson

Cydney Nelson

Cydney Nelson is a cognitive behavioral neuroscientist, website copywriter, brand strategist, and SEO expert with a knack for blending behavioral science with compelling stories. As the creator of The Copy Planet, Cydney helps businesses build a bold brand presence, refine their voice, and connect with their dream audience. Whether she’s developing SEO-driven website copy or consulting on content strategy, her mission is simple: to help creatives and entrepreneurs save time, communicate clearly, and grow their brands with ease.

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