There are many things that go into starting a business. First is the idea, or the need you can fill in your community. Then comes the name, the branding, the creation of the products, and sometimes even location scouting. But the thing that new business owners miss most frequently is their ideal client. Ask yourself: Who am I here to serve? Where can I find them?
Identifying your Ideal Client
We hear this all the time: "I can serve anyone!" While this might be true, it doesn't mean everyone will be interested/have the money/be attracted to you as a business person. Of course, you'll work with all sorts of people, but your job will be a lot easier if most of your clients are people you like, right?
Picture this: It's a busy work day and you're working on a project. You're super motivated and are 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? Are they a coffee or tea person? Where do they like to hang out on the weekend? 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 accurately.
The first piece of "homework" we give clients is our Customer Profile worksheet to help them identify who they will be marketing to. Download the worksheet here and fill it out as completely as you can. Resist the urge to use broad descriptions or age ranges... get very 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. Facebook’s usership is 43.7% female, 56.3% male while Instagram’s usership is 51% female, 49.1% male, for example. If you’d like to know more about what platform your ideal client is using, click here to receive a free pdf with statistics about who is using the most popular social media sites.
Some other ideas about how to reach your Ideal Client are knowing where they like to spend their time. Are you going to find them at a networking event, or do they prefer to read the business cards pinned to the cork board at their favorite local coffee shop? Maybe your client prefers physical information rather than a monthly email blast. Wherever your client is, try talking to them there.
We’d love to help you with your marketing strategy! Whether your company is brand new or 10 years old, your ideal client is out there. You just need to find them. If you’d like to have an in-depth conversation and strategy session about how to reach your ideal client, we at Flourish Marketing would love to talk to you about that! Check out our website or contact us down below to see how we can help you.
Flourish Marketing only collects the data you choose to send us through our contact form. Partners like Google and ShareThis collect anonymous usage data to help us understand how our site is used. We do not share or sell any data collected through our website.