In short, it relates to the profile of consumers who have the ideal characteristics to purchase your course.
By the way, the ICP should be built before the persona, since its design allows you to create more personalized approaches and content aligned with your audience's pain points.
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This article is recommended for all content producers who want to personalize their marketing strategies, increase their subscription numbers and, of course, their revenue.
Are you part of this team?
Read the content until the end and learn how to assemble your ICP.
What is Ideal Customer Profile (ICP)?
In literal translation, Ideal Customer Profile means Ideal Customer Profile.
In short, it is a group of attributes that must be analyzed when identifying potential customers .
In other words, the ICP relates to a business profile that is more likely to convert into a customer and generate more revenue for your company.
What are the best examples of ICP?
To illustrate the concept, we have separated some examples of ICP that will help you understand it more clearly, see:
1- A customer service software company
A customer relationship software company found that its ICP is micro and medium-sized businesses.
It also has more than 50 employees, with an average sales cycle of two months and the average ticket is almost R$2,000.
Furthermore, the person in charge of the purchasing department has a preference for acquiring Brazilian solutions, which provide the best support for the customer.
2- An online management company
An invoice issuing company discovered that micro and small companies, with 2 or more employees, located in Brazil, with an average sales cycle of R$100, classify themselves as its Ideal Customer Profile.
3- A company that sells pediatric products
Observing its clientele, Blumel identified that its ICP are fathers and mothers in any region of Brazil, with children from two years of age.
4- A content producer who sells online courses
When analyzing our group of clients, EAD Plataforma discovered that our system is suitable for selling online courses or training your employees.
To achieve this, we have divided our resources into two areas. They are:
Commercial platform : recommended for information producers and schools aiming to sell their courses online;
Corporate platform : recommended for companies and franchises with the aim of training their employees.
From these examples, it becomes easier to understand how the ICP concept works.
Remember that it is vital to analyze your consumer base to identify your Ideal Customer Profile.
Buyer persona vs ideal customer profile vs target audience: what are the differences?
Taking a brief trip back in time is necessary to understand traditional and recent concepts, which are confused with the ICP.
Target audience
First, we return to the target audience . In this, the dubai business fax list company seeks a more macro vision of who or what type of business it wants to win over, but without going into great depth.
That is, a segment of potential consumers identified from behavioral, demographic and socioeconomic data related to the company's products or services.
An example of this are women, aged 20 to 30, living in the city of Minas Gerais, with incomplete higher education, belonging to classes C and B, with an average monthly income of R$2,300 to R$6,000 and interested in being a coach .
Persona
The persona, in turn, goes beyond the broad concept of the target audience. It is the persona that will represent your ideal consumer, as Vitor Peçanha points out in the book Thank You, for Marketing .
Among the most important characteristics for defining the persona, according to our author, are:
Name;
Load;
Company name;
Company size;
Cargo details;
Demographic data;
Age;
Gender;
Wage;
Domicile;
Education;
Family;
Personal goals and challenges;
Primary objective;
Secondary objective;
How do you help the persona achieve their goals;
Main challenge;
Secondary challenge;
How do you help the persona solve these problems.
We can therefore conclude that the persona is a way of humanizing your audience, which is being constructed.
To do this, you need to write a mini-biography containing some information that makes your profile more convincing, as shown in the image below:
Ideal Customer Profile (ICP)
Finally, we come to the central theme of this article: Ideal Customer Profile.
In this new moment, your focus is on sales and, with the data provided by your target audience and persona, it is possible to create strategies that are more aligned with the needs of your leads.
Here is an example to make it easier for you to understand:
information technology companies, aimed at the Brazilian public, with 500 employees or more, monthly revenue of R$ 200 thousand and who wish to improve the performance of their employees.
It should be noted that, in addition to the data that already exists about the persona and the target audience, the ICP completes the following approaches:
segmentation adopted;
business structure or capacity;
market performance;
maturity in the market.
Making a connection with such data allows you to connect with the lead 's pain points and needs more safely and with the certainty that your course has the best content for a given company.
Furthermore, negotiating with those who can make the decision is essential for the success of the business. To do this, consider the following points:
who is the decision maker;
what is your position;
what is the company's segment;
technologies, social networks and systems used by the lead, both the company and the decision maker;
participation in industry events;
number of employees;
period in which the organization is in the market.
And it is in this way of interpreting and deepening customer characteristics that the Ideal Customer Profile is here to stay.
Why is it important to define the ICP?
As we saw above, ICP allows a content producer to create their commercial approaches in a more personalized and concrete way.
By defining the ICP, you can make strategic connections, which makes it easier to conduct negotiations.
Prospecting is conducted according to the particular characteristics of a niche of consumers with the potential to close a sale.
In short, you save more time and money by not negotiating with the wrong prospects.
How to create an ICP?
We've reached the middle of this article with an invitation: let's get our hands dirty!
From now on, you will learn how to create your Ideal Customer Profile. Here are the main tips:
1. Know your business in depth
First, let's start with the basics, that is: map the students who usually buy your course.
Among the main questions you should reflect on in the survey are:
In which segments do these companies operate most?
Which courses did they buy, if you sell more than one infoproduct?
What is the size?
In which regions does my course sell the most?
So, you can now choose the main elements of your ICP.
2- Identify patterns of behavior
Once you have mapped out your customers, identify common characteristics among them. Use this data as a basis to help you make decisions:
Sector of activity;
Size;
Team size;
Location;
Average Ticket ;
Lifetime Value.
3. Build your ICP
Finally, create your first ICP model. From there, focus your energy on segmenting and prospecting companies that fit the profile you designed.
