When marketing our products or services, we’re often advised to target our ideal customers. It’s the most effective way to get more engagement. But firstly, you must identify your ideal clients, so you’ll know who you’re targeting.
You might be wondering … Isn’t everyone our target audience? Definitely not! Marketing experts agree that promoting your service or product to a specific audience helps save time, money and yields more sales. Rather than marketing to everyone with generic messages, you’re more likely to see results if you narrow your focus and target specific clients by addressing their pain points. Your marketing message must resonate with your ideal clients. You want the reader to say, “Yes, that’s me. I need your help!”
Client personas or avatars have long been utilised in successful marketing campaigns. They provide a clear picture of your exact target audience. Your persona or avatar is built around one person – your ideal client.
It’s important to note: Your ideal client is not your ONLY client, it is simply the type of person you prefer to do business with. You may have a different type of ideal client for each of your products or services.
Five questions to ask about your ideal clients
- In an ideal world, what type of person would buy what you sell?
- What keeps them awake at night? What are their pain points?
- Where do they search for information to solve their issue/problem?
- Which of their issues/problems do you solve?
- How do you solve their problem/make their life better?
Next, you’ll want to gather more information about the individuals you’re targeting.
If you’re an established business, you could start by reviewing your current client portfolio. Who are your Top 5 clients? What are their common characteristics? Why do they buy from you? What’s your point of difference in their eyes? How do they use your products or services?
You could also do a survey or ask your current clients questions in person. This is by far the most accurate way to find information about your clients.
If you’re a new business, think of a friend, relative or colleague who epitomises the type of clients you want to work with who would be your ideal client.
It helps to think of a name and some even use a stock photo to imagine what their ideal client looks like.
Demographics Help Identify Your Ideal Clients
Start a new document or grab a piece of paper and a pen. Under the heading, Our Ideal Client, list the demographics below:
- Your ideal client’s age, gender, income, marital status and job
- Where do they live, work, spend weekends?
- Their typical behaviours, hobbies, interests, sports etc.
- What are their goals and challenges?
- Do you know what motivates them?
- What do they aspire to?
Once you’ve answered all the above questions, you will have at least an outline of your ideal client persona/avatar. The avatar can be as detailed as you want. Develop a different persona for each of your products or services if the target audience is different. Do what works best for your business.
Why Having an Ideal Client Profile Matters
Let’s face it… there are some clients we covet and others we’d rather not deal with. It pays to target your marketing efforts towards your ideal clients. To maximise your marketing dollar, imagine you’re addressing your ideal client as though they’re standing in front of you. Address their problems or pain points. Lead with whatever they aspire to.
By directing your marketing message directly to your ideal clients, your message is more likely to resonate with them. This is much more effective than using a generalised message and hoping you’ll catch their attention.
Client personas can form a strong foundation for your marketing campaigns by connecting with and engaging the exact type of customers you wish to deal with. Imagine a long list of clients you love … sounds great, doesn’t it? Having a clear, targeted and effective marketing message starts with your ability to identify your ideal clients.
If you found these tips helpful, please like and/or share with your business associates or LinkedIn connections.
Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project.