What if, in an attempt to find your niche, it turns out your audience is incredibly diverse? It sure makes it challenging to spot similarities among them. Profiling your ideal customer becomes even more cumbersome.
Below are four reasons why diversity within a target audience makes things complicated.
Sample size too small
Perhaps finding similarities within your audience is just around the corner. When you’re just starting out with a handful of customers, finding similarities between your customers could be complicated. If a pattern doesn’t reveal itself straight away, wait until your sample size increases.
You haven’t found them yet
Maybe the similarities are there, but you’re not seeing them. If what you’re looking for is obscure at first, it’s tough to spot. You won’t know what to look for precisely, which isn’t exactly helping in the process. The upside is that you’ll have clear targeting criteria once you do find it.
Their similarity is their diversity
Maybe diversity is the defining factor. The fact that a limited amount of parameters can’t define your audience, that is precisely what defines them. The way forward, in this case, is to look for like-minded people. People that don’t seem to fit a particular profile. That’s your profile.
Can’t be probed
Your audience’s characteristics are tough to define from a behavioral and analytical point of view. In that case, defer to those parameters that are easy to define. Criteria such as geography and age.
It’s like Aaliyah said: if at first, you don’t succeed, dust yourself off and try again.
Building your ideal customer profile doesn’t happen overnight.