Who’s your ideal client? Do you have a crystal clear picture of them in your mind? I don’t mean ‘someone with money in their pockets’…although that should be a key consideration… 😉 So many of the small business owners I have been approached by have not yet nailed this down. If you don’t have a very clear picture of who your ideal client is, how can you go about creating your website, putting out content and networking if you don’t know who you are trying to attract? Here are 5 things to consider.
1. Understand your own passion/s first
There is something to be said about getting up every morning and being excited about your day. Who do you want to work with? Be very specific. For example in my case as a service provider, I am passionate about helping business owners in the health and wellness, fitness and eco-friendly industries get their message out to the world. What’s yours? If you are a service based B2B business, get industry specific.
2. Age range
Millenial? Gen-X? Baby-boomer? What are their buying habits? It’s difficult if not impossible to be all things to all people. Know what age range you love working with or selling to. You may want to read this Forbes article on Millenials if this ever-growing age group is one you are targeting. Technology is of key importance to this demographic so make sure your website renders well to mobile!!
3. Male or Female?
Working with clients in the social media realm, it has been my experience that women generally have a better handle on establishing and developing relationships than men. I call women the ‘fabric weavers’ so they tend to fare better in their marketing efforts in this space. Therefore I tend to lean towards femaie clients. Who will fare better for you in terms of your client base and why?
4. Service or Product?
Whether you are a product or service based business, do you want someone who buys once and you never have to deal with them again or do you want repeat clients? Think about the ramifications of both of these scenarios. Which one suits you better? I love working alongside my clients every week helping them move their business forward. I love the rewards of getting that phone call that says, “Guess what happened today?!!” when they make a major advancement or have a breakthrough. Personalities can be a big factor. Understanding the kind of client best suited to you is a big benefit here. I recommend you check out the Enneagram to get a better handle on this.
5. Locally Based or Internet?
Are you a locally based business possibly with a storefront or are you at the other end of the spectrum as an internet-based business? If you are a locally based business, you will need to get out there and network. Join your local chamber of commerce and attend networking functions in your community. Do you love doing that? How’s that 30 second elevator pitch? Make sure when you attend these functions you are strategically making an effort to find and talk to those ‘ideal clients’, not hanging out in the corner with one or two people the whole time. Or, perhaps you are an internet marketer and love being behind the scenes… You will have to get really good at search engine optimization (SEO) and putting out great content to get found if you want to survive in this highly competitive, ever-changing arena. Know your strengths and get help where you need it.
Once you get a handle on these things, you will have a better understanding of who your ideal client is. Then everything you do after this is crafted to speak to that person/group; your website content, marketing funnel, social media profiles, sales pitch etc. The key is to know their pain and demonstrate how you can help them.
Hopefully these tips will make it easier for you to hone in on your ideal client. As always, I welcome your feedback. You can leave a comment here on the site!
Until next time,