A lot of small business owners use too broad of strokes when they are defining their audience. In order to understand your audience as a whole, you need to find out who your ideal customer is. This is not who you want to work with, but who will most benefit from your products and/or services.

Create an ideal customer avatar

If you define your customer similar to:

  • Anyone who markets online
  • Anybody who wants to lose weight
  • Someone who likes food

It’s time to go back to the drawing board.

To create an ideal customer avatar, imagine one specific person walking through the door.

  • What are they wearing?
  • What did they do today?
  • What matters most to them?
  • What problems of theirs can you solve?
  • What keeps them up at night?
  • What is their education level?
  • What is their career and income?
  • What worries them?
  • What are their hobbies?
  • What social media platforms do they use?
  • What do they do for a living?  


When you have a defined ideal customer, you can then start making broader generalizations.

Get to know your clients personally

  • Once you have actual customers, the next step is to get to know them one-on-one. Taking the time to get to know each client at a personal level is incredibly rewarding in many ways. Not only will you understand more what your audience needs, but you will understand at a deeper level how much each customer benefits from your products and services. If you’re passionate about what you do (which we know you are), getting to know your customers personally will validate your purpose and improve future client relationships.

Monitor comments and engagement

  • If you have a social media strategy, you should be closely following how people respond to your work and how often they do so. Your strategy’s success rate is represented in the comments, shares and other engagement. You can learn a lot based on what your audience tells you. You just have to ask the right questions and listen to the answers. Comments and engagements are particularly important if you’re running a content marketing or social media strategy (as you should be). Your goal here is to pay close attention to how many people are responding to your work, how they’re responding, and how often they’re responding.
  • Generally, the more “engagements” you receive (things like comments, likes and shares), the better your campaign is faring. You can use this information to discover what content topics your audience values or what types of messages don’t appeal to them. Gauge these metrics over time to establish patterns and learn more about your audience.

A great way to reach your ideal customer is through Hashtags on Instagram. We gathered the Best Hashtags for small business owners, MLM hustlers, agriculturists, and more to make it easier for you to reach more paying customers.