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Do You Know Who Your Ideal Client Is?
An ideal client is someone who finds the perfect solution to their problems or needs in the products or services you provide. As you’re such a good fit, they’re more likely to be loyal to your brand, use or buy your products frequently and regularly recommend you to colleagues, friends and family.
Why is it Important to Define Your Ideal Client?
Defining your ideal client is an important first step towards establishing a strong brand. When you attempt to serve everyone, you risk failing to reach the people who need you most. The products, services and content you create won’t resonate with your audience and you’re more likely to attract the wrong kind of people.
In other words, casting your net too wide can hinder growth and prevent you from attracting high-quality clients. Understanding who you’re talking to will help you focus and refine your marketing efforts. This means you’ll be reaching people who want to buy from you. More importantly, they’ll also be the kind of people you want to work with.
How to Define Your Ideal Client
Brainstorming is a good place to start. Although it isn’t an exact science, it provides a strong foundation for further research. First, ask yourself what specific problem you’re trying to solve with the products or services you provide. Then, dig deeper and consider the key demographics of the people you’re trying to help. Things like their gender, age, occupation, income and shopping habits.
Surveying existing clients is another useful exercise. You can do this formally using survey software like Survey Monkey or Typeform, but even a quick poll on Facebook or Instagram Stories can be helpful. As well as basic demographics, ask your audience about their goals and challenges. This information will help you understand how to be of value to them.
Google and social media analytics can also provide useful data about your existing audience. How are potential clients finding you? What search terms are they using? Which social media platforms do they favour? Which content formats and topics are they engaging with the most?
Defining your ideal client isn’t necessarily a ‘one and done’ task. You, your business and your brand are always evolving. So are the people you hope to serve. World events and broader changes in wider society can also impact how consumers think and behave. It’s a good idea to occasionally revisit how you define your ideal client and check the information is still accurate and relevant.
If You Do One Thing This Week…
Set aside some time to brainstorm and research your ideal client. Using what you’ve learned, create a buyer persona or profile for them. This can include basic demographics like age, gender and marital status, along with their motivations, interests and hobbies, shopping habits, values and goals. Be sure to answer the question: ‘What is the main problem he or she is trying to solve?’. This should inform every product or piece of content you create.
- To Find Your Ideal Client Begin with a Study of Yourself
- Finding Your Ideal Customer – 32 Questions You Should Ask
- Discover Your Dream Clients