As business owners, we’re always trying to get more leads.
But do you ever feel like you’re on a treadmill, running as fast as you can but getting nowhere? If you’re like me, you’ve spent a lot of time and money trying to reach as many people as possible, often without results.
Very likely, it’s because you’re:
1) targeting the wrong people, or
2) not targeting anyone at all.
There’s an old saying in the marketing world: if you market to everyone, you market to no one. The secret is to get into the head of your ideal customer and start selling directly to him or her.
“There is a formula for website success, and it starts with getting into the head of your IDEAL CUSTOMER.”
The truth is, your marketing will never get much traction if you haven’t identified the people who want what you’ve got to offer. Without this step, it’s far too easy to waste time serving tea to a room full of coffee drinkers. Finding the right audience is the key, and we’re here to help you get started.
I know it’s hard. It’s overwhelming. But I also know that – if you take the time to do this – you’ll start thinking about your business in a new way, impacting almost every decision you make moving forward.
Step 1. Identify your favorite customers
If you’ve been in business for a while, think about the best clients you’ve had. The clients who’ve given you repeat business, who’ve sent you referrals, who’ve made you the most money, or with whom you loved working.
What do they all have in common? Write it down.
Think about demographics like age, gender, income, level of education, and geographic location. You can also list psychographics such as hobbies, values, behaviors, and lifestyles. Anything goes! There are no right or wrong answers – just get it all down on paper.
Step 2. Identify your Ideal Client
Use this information, along with your instincts and goals, to describe the ONE CLIENT you would most like to attract. You can go through this exercise again later for additional niche markets, but for now, just focus on one.
Don’t generalize here. Get specific! Give your ideal client a name, a gender, and an age. What is his or her family status? Hobbies? Occupation? What keeps her awake at night, and what brings her joy? What does he need from you, and how are you uniquely qualified to help him? Write down everything you can think of.
If your business is B2B, get into the nitty-gritty of your ideal customer’s organization. Describe the type of company. What stage of growth are they in? How many employees do they have? What is the ownership structure, the annual revenue, and the target market? How are they known in the marketplace?
Step 3. Create your Ideal Client Avatar
By now, you should have a pretty long list of details – it’s time to pull it all together! Write a detailed description that includes all you need to know to market to your ideal client.
Think of it as an online dating profile. What would make someone swipe right if there was an app that matched businesses to their ideal clients? (Wait – did I just have a million-dollar idea?) Include some personal details, as well as info on their inspirations, problems, fears, objections, and wildest dreams.
Now, go get more leads!
Creating your Ideal Client Avatar is a HUGE step toward more successful, targeted marketing. Print it out and keep it handy. Refer to it before you make any business decisions, and try to look at it through your Ideal Client’s eyes. What would they find irresistible? What would benefit them the most? How and where can you best reach them? Everything from your website headline, social media channels, networking organizations, associations, brand colors, and even what fonts you use can be designed specifically for that Ideal Client. And be sure to check out our post 13 Essential Elements Every Home Page Must Have for more valuable tips.
Now, get off that treadmill and go get more leads!
Create a brand that your ideal customers will find irresistible!
Take our brand personality quiz today to find out how.