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Communicating with your Ideal Client

| Flourish Monthly

Starting a business is a bit like embarking on a grand adventure - you’ve got your idea, your name, and your branding all set and you’re ready to fill the need in your community. But hold on a second - do you know who your ideal client is yet? New business owners often miss this crucial detail when it comes to their marketing plan. It’s not just about pointing your marketing in the right direction; the connection with your ideal client forms the foundation of your business’s success. So ask yourself: Who am I here to serve? Where can I find them?

Identifying Your Ideal Client

But, we hear you protesting, I can serve anyone! Sure, you could cast your net wide and try to catch every fish in the sea, but wouldn’t it be easier if you knew exactly which fish you were after? Then you could make sure you’re in the right part of the ocean and customize your bait to that fish, making it more likely for you to catch any fish in the first place. Plus, your ideal client isn’t just any fish. They’re the prized catch that’ll make your day-to-day, your sales, and your marketing easier. 

Identifying your ideal client also helps build meaningful connections and foster genuine relationships. Wouldn’t you rather work with clients who share your values, appreciate your work, and bring out the best in you? Of course it’s also easier to sell to repeat customers rather than trying to constantly bring in new ones, but what if you could find your business soulmate? Trust us, it’s worth the effort.

Picture this: it’s a busy work day and you’re working on a project. You’re super motivated and in-the-zone as you type. Your phone rings. Who’s on the line? Yes, this is where you specify basic demographics like gender, age, and how much money they make. But the best way to make your marketing easy is to have a specific person in mind. What are their likes and dislikes? What makes them get out of bed in the morning? Where do they hang out on the weekends? What are their goals and values? What might hold them back from purchasing?  Give them a name and let that drive everything you do. Would Allison like the post you’re putting on Instagram? Is Jacob excited by the headline you’ve written? The more specific you get, the easier it will be to create content targeted toward that ideal client.

The first piece of “homework” we give our clients is our Customer Profile worksheet to help them identify who they will be marketing to. Click here to get our worksheet and fill it out as completely as you can. Resist the urge to use broad descriptions or age ranges. Get incredibly specific and fill it out multiple times if you find you work with several different customer types.


Communicating with Your Ideal Client

You know who your client is, but how do you talk to them? Where can you reach them? This part is a little bit more tricky, since it’s more specific to who your client is. 

The easiest way to reach your ideal client is by knowing what social media platform they’re hanging out on. For instance, Facebook and Instagram are among the most popular social media sites out there, but there are two very different types of people on each. According to Statista as of April 2024, Facebook’s primary demographic is men between the ages of 25-34 while Instagram’s is fairly equal between men and women, but focused on ages 18-34. These statistics are fairly similar but if your target audience is millennial women and younger, these stats show that your marketing efforts are better focused on an Instagram strategy.

Social media is certainly one of the easiest ways to find and reach your audience, but you can’t control what happens to your profile. We recommend knowing where your client likes to spend their time away from the social sites. This could still be online, but incorporating other marketing strategies into your plan keeps things stable. Check out our blog, Beyond Social Media, to learn more about these strategies and see if they’d work for your ideal client!

As you explore your ideal client’s identity, remember the impact that connecting with that person can have on the trajectory of your business. By understanding their desires, fears, and aspirations, you’re not just crafting marketing strategies - you’re building relationships that stand the test of time. Plus, you’re ensuring that you'll be genuinely excited to work with at least one of your clients. So, keep your ideal client close, listen to their needs, and let their insights shape the future of your business.

Need help identifying and engaging with your ideal client? Flourish has you covered. We have a long history of crafting customer profiles to pinpoint exactly who your ideal client is and how to reach them effectively. Plus, we’ll help develop marketing plans and targeted campaigns based on your customer’s profile! From start to finish, Flourish can put you on the path to success. Reach out to book a consultation and we’ll get started!

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