If you’ve ever read a book on marketing, you know that sooner or later it suggests you profile your ‘ideal client’ by using what is referred to as ‘demographic’ characteristics. Basically, that’s actually what it sounds like — a picture (graphic) of the kind of people (Demo) that you’d like as clients . . . based on characteristics they share in common.
Characteristic categories include ‘age’, ‘gender’, ‘occupation’, ‘geographic location’ and so on.
The value of a demographic profile comes when the characteristics begin to reveal your target market in a way that helps you promote your services to them. For example, if ‘businessowner’ is one of your common characteristics, that suggests opportunities for how to best connect with them — perhaps through a local business organization such as a Chamber of Commerce, a civic organization such as Rotary, Lions, Kiwanis, etc.
A demographic profile is a key step in understanding not only WHO you want as a client, but WHERE they may be found and HOW you can best reach them. Work on making your profile as detailed as possible and you’ll find it is very helpful in marketing your services.