Let me ask you something. Do you confidently know who you are speaking to in your business? This is something I know a lot of small business owners struggle with because I was one of them. Like so many others I vaguely knew who my ideal client was. I eventually learned the hard way that if you don’t fully know who your ideal client is you are going to struggle with your marketing efforts. One of the most important things to know as a business owner is identifying your ideal client. When you know exactly who your ideal client is, you are able to create a marketing plan that works, and build a brand that speaks directly to the person you are trying to connect with.
Who is an Ideal Client
Your ideal client is somebody you want to use your products of services. This is someone who gets their exact needs met by what you’re offering. The right client will see the value of what you are providing which in turn becomes less about the price but more about how you can help solve their problem. It is about the experience and what you bring to the table.
Not only will your ideal client invest in your products and services but they also have specific characteristics to showcase your best work. This is somebody that not only wants to purchase your products or services but they have a personality that you just love. This will prove to be beneficial for both parties since they are able to help move your business in the direction you want it to go. One important thing you need to remember is that your business is not for everybody and that’s OK! If you try to target everyone with your marketing efforts you will be shouting to the masses with little to no results. You want to utilize your current business goals to make your marketing efforts specific to your ideal client.
How to Identify Your Ideal Client
You’re probably thinking this is great information Akua but how do I actually define who my ideal client is? I got you! Follow these simple steps to identify your target client.
1.Know Your Business and Goals
It all starts with you! You need to take a deeper look at what your business is and what you have to offer. Identify what you do best, and who you are serving. Think about who will benefit the most from what you are offering. The more specific you are the better. For example, I am a Minneapolis based Instagram Strategist serving entrepreneurs in the Twin Cities. This shows that I am more than a Social Media Strategist. This highlights who I am serving and what specific service I offer since Instagram is my favorite platform and what I do best.
You also want to identify your business goals. Once you know what your goals are then you can start strategizing on how you can target the people you feel will benefit the most from your services. When you have clear goals it makes moving forward in your business much easier since you have a set a clear vision of what you would like to achieve.
2. Research Your Market
When you are first starting out in your business you don’t want to blend in. You want to utilize your strengths to your advantage so that you stand out. By studying your industry you get a glimpse of the competition and also see if there are any areas that you see a need. Once you find an area that people are sturggling with in your field you want to create your services around that need. This will help differentiate you from your competitors.
3. Look at Previous Clients
Take inventory on your previous clients. Looking at past clients can give us a lot of information on the clients we should be working with. Identify the clients you really enjoyed working with, and write down what you liked about that experience. What did you like about them? Why were they a perfect fit for you? What characteristics did they have that you loved? Then think about the clients that was a challenge to work with. Think about the mistakes that you made and what areas you need to improve on. Make an outline and write all of the positive and negative things about each experience. This will provide you with clarity on who you should be targeting.
4. Create an Ideal Client Profile
I have learned that building an ideal client profile is essential. By doing this it will be easier for you to find your ideal client, connect with them, and sell to them. Think of these following questions when creating your ideal client profile. It helps to start off by first focusing on demographics such as name, age, gender, job, and location. Once you have that figured out consider these questions to help you to dig deeper when creating your ideal client profile.
What are their strengths and weaknesses?
What are their needs?
What problems are you solving for them?
What are their goals and values?
What traits would they have that you value?
How do you want them to feel when receiving your services?
What influences their buying decisions?
Where do they hang out online?
By creating your ideal client profile you will be able to use that to create a brand strategy that will really resonate with your audience that will inspire them to take action!
Identifying your ideal client will help provide you with the best approach to communicating how your products and services can really benefit your audience and how you can make a difference in their lives. It doesn’t need to be perfect, as time goes on you can shift certain things regarding your ideal client. So enjoy this process!