Where Is My Ideal Client And How To Get Their Attention
Where Is My Ideal Client And How To Get Their Attention
While businesses spend the majority of their time focusing on the refinement of their product or service, many of them still forget to put the effort into another important part of their marketing campaigns – finding their ideal client.
Francisco Javier Sanz of FJ Solutions describes an ideal client as,
“Someone who finds the perfect solution to their problems or needs in the services or products that your company provides.
The Ideal Client will be loyal to your company, frequently uses or buys your products or services, and is likely to recommend you to their friends and colleagues.”
If you think that you can simply create a great product and then just try to sell it to everyone, you will quickly find yourself burning through your sales budget…with very little to show for it.
In order to be as efficient with your time and budget as possible, it’s critical that you put some initial energy into identifying your ideal client.
Today we will cover how you can find the clients and audience that are specific to you, and how to get their attention.
The Importance Of Finding Your Ideal Client
An ideal client is the kind of person who, in a perfect world, would be buying your products or services repeatedly.
This person needs what you have to offer, and is so satisfied with your products that they proclaim their loyalty to everyone they know.
They value what you do, and are genuinely happy to give you their money.
As a business owner, you don’t want to always be going to the masses and trying to convince them, against their will, that they have a need for your service.
An ideal client requires little persuasion.
You simply address a problem that they are already aware that they have, and then let them know that you have a solution.
This type of consumer is not only easier to market to, but they are also genuinely a more satisfied customer.
This makes your sales process easier, cheaper, and more fulfilling.
How To Identify Your Audience
If you want to be able to sell to only your ideal client (or ideal “audience” on a larger scale) then you need to be able to identify them.
You probably already have a broad understanding of who your audience is.
For example, if you’re a web designer, you only work with people who need websites.
The majority of your clients are likely business owners of some kind, and perhaps you’ve never thought about their identifying factors much beyond that.
But there are a number of ways you can drill down into your customer base and really make connections in the patterns of the people who buy from you.
Before you start drilling down, make sure you are totally clear on what benefits (not just features) your product or service has.
List these benefits out. This process will help you identify who is in need of your offer.
Next, you’ll need to take into account the psychographics and demographics of your current customers.
Start by categorizing your customers by gender, income level, education level, and occupation.
Then take stock of the types of behaviors your customers most typically have. Are there similarities in their personality types, values, or lifestyle choices?
What about their hobbies and interests?
The more granular you get with this process, the easier it will be to target your ideal client.
Lastly, ask yourself what kind of needs your audience has.
Are they financially strapped?
Are they lacking proper resources?
Are they looking for specific support?
Are they feeling hopeless, dejected, or lost?
What kind of solution are they searching for in their pain?
“Understanding where your audience’s needs and frustrations are, helps to shift the conversation from how they can help you (“buy my product”) to how you can help them.
Often times this is communicated very subtly. You won’t see Charity Water saying, “We know you feel the need to belong to something that is both cool and makes an impact. We’re both, so you should give us money.”
For your own sake, you may also want to consider who you have most enjoyed working with in the past.
Out of all the people who you have worked with, who gladly spends the most, or is the easiest to interact with?
If you know that you love working with some clients, but hate working with others, track the differences in their behaviors and let this help you determine who to market to.
While tedious, this identification process is critical if you want to spend your time reaching the people who are most likely to buy from you.
How To Get (And Keep) Your Audience’s Attention
Now that you know who your audience is, it’s time to use this information to get – and keep – their attention.
You’ve identified your ideal client’s biggest frustrations and needs – and now you just need to show them HOW your product can solve these needs.
It’s important that you find an engaging message that really acknowledges the pain points you’ve discovered your audience has.
If you can address their frustrations and struggles in a way that feels genuine to them, they’ll want to hear the solution that you have.
Position yourself as someone that’s here to help – and not just someone who wants money.
As you tailor your messaging to your audience, it’s also important that you find the media and social channels that your ideal client is already using. This will allow you to meet them where they already are.
For example, if your customers are primarily retirement age, it makes no sense to try and advertise to them on Instagram. Most of them are not using Instagram, and your efforts would be wasted.
Spend some time researching where your demographic spends time online so you can best understand the content that they respond well to.
In closing, remember – if you’re advertising in the right place, to the right people and you’re leading with the value you have to offer, your business will have a great chance of succeeding.