Perfecting your marketing message: Identifying your ideal client
One of the most common challenges business owners face is figuring out exactly how to consistently and effectively reach their target market. In a world where everyone is constantly bombarded with advertising and information, it’s absolutely critical to know who you’re talking to, where you’ll find them, and what they want to hear from you. If you want your message to be heard through the noise, follow these three steps to effectively connect with your future customers.
Identify your ideal client
For any company to successfully market themselves, they must start by identifying their ideal client. Keep in mind that successful marketing is not about what you can offer anyone and everyone but, rather, how do you specifically fill the needs of your target market. You can identify your ideal client by asking yourself these questions.
Who is your ideal client?
To answer this question, start by considering your target markets psychographics and demographics. Demographics are characteristics like age, marital status, income level, geographical location, and other tangible traits.
What do they care about?
Demographics are certainly important to know, but arguably even more important are psychographics. Psychographics are more about their needs – what excites them, what their goals are, what their fears are, what they are interested in, and where they spend their money. If you’re unsure what some of these characteristics are, consider asking a few of your top clients to answer a few questions over lunch (on you). Your ability to thoroughly understand your ideal client’s needs, wants, fears, and interests will provide an important foundation for all of your marketing (and eventually, sales).
Once you’ve gotten a clear, detailed idea of who you’re looking for, you’re ready to move onto the next two steps.
By Danny Kerr, Managing Partner, Breakthrough Academy