Why Should You Define Your Ideal Client?
The purpose of defining your ideal client is:
- To ensure you are creating content that speaks and attracts the correct people.
- Rather than talking to the whole world, you can better focus your efforts on your clients’ needs
- It is a better use of your time, as you are focusing on what your client wants and needs
- Your focus can be on better educating those clients and showing them the value of working with you.
- You can build stronger relationships.
Understanding What You Have To Offer Your Ideal Client
The first steps are to understand your business and what you are offering compared to your competitors.
Ask yourself the following questions:
- What do you offer from your business, product, or service?
- How are you different from others?
- What are the benefits of your business compared to others?
- How can they solve a client’s problem or benefit them?
Bearing in mind your answers or assumptions from this list you can move on to defining your ideal client.
Who Is Likely To Purchase Your Product or Service?
This is when we drill down into who your ideal client really is. This can be difficult if you are just starting or are unsure as to who would benefit from your product or service.
Wouldn’t everybody benefit from it?
Possibly but if you are not targeting you are talking to too many people and not giving them the benefits of your product or service.
For ideas look at
- what your competitors are doing
- check out some Facebook groups that your ideal client may hang out in
- what questions they are asking
- Look at reviews they are leaving on Amazon, Etsy, etc.
When completing this section give your client avatar a personal name. In doing this it makes the avatar a real person in your mind. This will allow you to dig deeper and imagine real emotions, fears, and real goals.
Demographics
So, let’s firstly think about the demographics of your ideal client. These are things like
- gender,
- age,
- location,
- occupation,
- income level,
- marital status
- family status.
Try not to guess this information but think of someone you may know that would be your ideal client.
For example, I have created Sarah, she is 30 years old, she lives in a rural area near to a bigger town. A married mother of two who runs her own successful online business. She is generating a reasonable income from her business, but she could improve it with extra help.
Psychographics
Secondly, we can think of the Psychographics of your ideal client. These are things such as
- likes and dislikes,
- where are they hanging out online
- where do they shop
- opinions about certain things,
- their dreams,
- their fears,
- their goals,
- their interests,
- their favourite hobbies and activities
- what can your business do to help them transform?
These things speak to that person’s character and personality. It gives a bit more body to your ideal client.
The more we know about our ideal client the better we can focus on our marketing strategy to reach them. You may know some of the answers to the above questions or you may have to go out and research them. It is a good idea to keep updating this information every 6 months to ensure you are still targeting the right client group.
I have a worksheet that you can download for free here!
Creating Content Tips Once You Have Your Ideal Client Avatar
When creating content always think about how it can meet your clients’ needs and benefit their business.
Frequently Asked Questions
Focus on the questions that you notice being asked regularly by your ideal client, your present clients and in groups, you may be involved in online. It is your job to answer these questions, and in doing so you will build trust with your clients. If you demonstrate a good knowledge and understanding of the subject, they will look to you for advice in the future.
Share The Benefits, Not The Features
Show your client WHY they need your product or service not how what you are offering is better than your competitor’s. The public wants a product or service that will make their life easier or better.
Clear Call To Action
Potential clients want to know what you do and what you have to offer them. What can you do to help them or how can they contact you to find out the answer to their pressing question?
- Ask them to subscribe so they do not miss out on your most current news
- Include a call now for a chat button on our page
- Give them the option to sign up for email newsletters
- Share an email address so they can get a quote
- Share your social media links so they can follow you
Knowing your ideal client and where they hang out allows you to create specific marketing material that can generate leads, conversions, and most importantly new clients.
