So we have talked about how to build a customer profile, now let's address the best ways to market directly to that perfectly crafted clientele!

Refresher- your customer profile is a distinct outline of the ideal customer for your business, based on a multi-faceted examination of your targeted market.

You put in all that work - now make it work for you. The more specific your profile can be, the more beneficial it will be when it comes to actually marketing.

The first step is complete; the customer profile. Now you want to define as specifically as possible, in which market(s) you will find this customer. This is called market research.

Market research should aim to refine three things:

1. How and where to advertise.
   
   
2. What channels or mediums should be enlisted to spread your message.
   
   
3. The language, vocabulary and tone in which you craft your message.

These things should work seamlessly within a number of markets as it is likely you will find your ideal customer in more than one niche.

It is also helpful to revert to the old 'walk a mile in their shoes' adage. Become your ideal customer, think like them, scour the web as they would, use social media the way they do, really immerse yourself.

Knowing the information is one thing, knowing how to use it is something else entirely.

Strive to personalise your marketing messages as much as possible, within each marketing niche. Some businesses utilise the BUS model when crafting engaging messages: Behavioural. Usage. Situational.

What are their buying/searching behaviours? When, where, how, why do they buy/search?

Usage refers to their established patterns - how often, with what frequency?

Situational examines external factors that could affect behaviour, causing it to divert from the norm.

Your ideal customer has now been identified, targeted and marketed to in a language they understand, through their preferred method, in their preferred manner. Marketing win!