Whether your business is well-established or in its founding stages, taking the time to define your ideal client is essential to your success. Without taking the time to outline exactly who your ideal client is, you’ll waste time on your messaging, prospecting the wrong people, and lacking a clear idea of exactly what you bring to the table. It would be as if you are casting your fishing line randomly into the middle of the ocean versus into a well-stocked fishing hole. Taking the time to plan out your ideal client will improve your prospect-to-client conversions, and ultimately, your revenue.
The First Steps
If you’re unsure where to start, take a look at your current clients and the skillsets you use most. While you don’t necessarily have to follow the mold you’ve already created, it’s a good start to examine the most valuable things you have to offer. What feedback has your first client given about your services? Would your tenth say the same? It’s important to consider any potential changes as your business scales, and take the time to consider whether you should expand or rezone your offerings.
Creating an Ideal Client Profile
The first step in defining your ideal client will be to develop your ideal client profile. The metrics that matter most will depend on your industry and services, but here are some typical things to keep in mind as you create this profile. What is their age? Where do they live? What is their occupation? What is their income? What is the size of their portfolio? What prompted them to reach out to you at this time? What are they looking for specifically? Is there something beyond this list that makes them ideal for you that is notable to track?
By evaluating your perfect match for each of these questions, you’ll know where and how to focus your marketing efforts. For each of these qualifications, there should be an adjustment to your marketing strategy, specifically when, where, and how you advertise your business.
Outline Your Marketing Goals
Once you have your ideal client, sit down and determine your next steps. Given the age and income of your ideal client, where should you market? Is Facebook your best bet, or perhaps LinkedIn? The platform you use will ultimately change your marketing strategy, so research each demographic before you start considering your first marketing campaign.
Once you have your strategy outlined on paper, your next step will be to consider your budget and goals. If you’ve never marketed before, you’ll want to start with a small budget and pay close attention to the results. Conduct A/B testing to see what messaging and images work best, and don’t be afraid to start from scratch if you aren’t seeing optimal results.
Many businesses are so excited to start marketing that they leave out the most important step: Knowing who to reach out to. By building out your ideal client profile, you’re ensuring the success of your marketing efforts and preventing wasted time and energy. If you have any questions as you build out your ideal client profile, please reach out to me!