A bullseye customer is the main buyer persona of any business or organisation. It is your perfect customer, the customer who absolutely needs or wants your product or service. It is the customer who is hardest to reach but who is highly valuable and worth the most, in comparison to your other customers.
A bullseye customer is looking for a long-term solution, something they can put their faith into and work into their lives. You may have up to four or five buyer personas, but you should only have one bullseye or ideal customer type.
So, how do I identify my bullseye customer?
There are a variety of questions that you need to ask before identifying who your bullseye customer is.
These questions can include:
- What key benefits can my product/service do to benefit them?
- Who is my customer? Male/Female?
- Where are they located?
- What disposable income do they have?
- Where are they spending their money?
For B2B customers, you should ask questions such as:
- Who is the decision maker?
- Is there a set budget in place?
- What is the Purchasing Process?
In order for you to find the answers to these questions, you should look into the information that you currently have in your database. By breaking down your database and segmenting it into separate buyer personas, the process of identifying your ideal customer type will become more evident.
Once you have identified who your ideal customer type is, you then need to figure out how you are going to target them, and then begin to implement a marketing strategy.
How do I target my Bullseye Customer?
With bullseye customers, you need to ensure that you are targeting and researching the right customers. Bullseye marketing usually begins with finding the right customer.
By looking at specific demographic variables including gender, education, ethnic background and geographic region, it will be easier to understand how to target your bullseye customer.
When researching your customer’s needs, you may want to use both qualitative and quantitative research. This can include face-to-face marketing in the form of surveys, or online market research through feedback forms and surveys.
In these forms and surveys you could ask questions such as; where does the customer normally shop, what type of product or service are they looking for, what kind of price are they willing to pay, how satisfied they are with the current products and services, and whether the customer is satisfied with the availability of the product, both online and in-store.
The ‘Seven P’s of Marketing’ which are; product, price, promotion, place, packaging, positioning, and people, are relevant during this research process
Competitions can also cross over into your market research. For example, if you have an online competition that requires the entrant to input their age, gender and address, this will enable you to collect data from potential customers, and potential bullseye customers.
How do I implement my strategy?
Once you have identified who your bullseye customer is and how you are going to target this customer, you need to implement a marketing strategy and start tracking your conversions.
For example, if your bullseye customer is someone who only wants to buy ski boots at a certain time of year, then you need to understand where this customer normally shops and what specific keywords to use in order to target them.
In conclusion, it is important to remember that bullseye marketing is a continuous process and one that is perfected over time. Referring back to our blog ‘What Is A Buyer Persona and How Do I Create One?’ you will find an informative guide of what a buyer persona is and what is the easiest way for you to create a buyer persona.