While it might seem like growth to bring on a new customer, if that customer isn’t a good fit, it can actually hinder real growth.
The right prospects will see the value that you can provide to them, which in turn makes your services less about price and more about how you help them solve their problems. Not only will the right clients be willing to invest in your services, but they also have the characteristics that allow you to showcase your best work. This way, the relationship is satisfying and proves to be beneficial for both parties.
Seth Godin once said “everyone is not your customer” — and he’s right. If you try to target everyone through your marketing campaign, you’ll be left feeling drained, unorganized, and pulled in multiple directions. Bottom line: when you try to market to everyone, you market to no one.
In an effort to keep focused, follow these 8 steps for finding and attracting your ideal client.
Understand Your Business & Goals
Before you can identify your ideal client, you’ll need to take a deeper look at what you have to offer.
Business owners can find the best success by specializing in one or a few key things, instead of trying to appeal to the masses. The most direct way to grow a business is to be strategic in identifying your goals and then developing a plan to achieve those goals as efficiently and as enjoyable as possible.
It’s important that you define your business first. Ask yourself, what is your ideal project? What type of work or industry do you enjoy most? Which delivers the biggest profit for you?
Once you’ve identified what problem your business can solve and for whom, you can begin to develop a plan to attract those ideal clients with the right message.
Identify Your Ideal Client
Building out your ideal client’s profile is essential. By understanding your ideal client, you’ll be able to understand them, connect with them, and ultimately sell to them. Consider these questions when crafting your client’s profile:
- Who do you enjoy working with?
- Demographics info (gender, age, job, location)
- What are their needs?
- What problem do they need solved?
- Which clients are the most profitable?
- Which of the clients referred you the most?
- Who do you have the strongest connection with?
- How many clients or customers do you really need?
If you really want to get inside your clients’ heads, customer interviews can be an effective tool. Pick a few of your current customers and set up a time to chat. Ask questions, learn what they love about you (and what they don’t), as well as what inspired them to choose your over your competitors. This information can really help you build your brand, decide what messages should be on your website, what services you should offer, and what channels you should focus on.
Build Your Brand
Like attracts like — therefore, your ideal client will be attracted to someone that they resonate with. For this reason, it’s important to build a solid branding strategy.
Your company’s brand strategy needs to be the foundation of your advertising, messaging, and promotional messages. In order to pull people in and attract them to your brand, your message should showcase your unique personality and values.
If you haven’t taken the time to define your company’s brand, here are some tips for getting started:
- Personality: What is your unique style like? Do you show up in a similar way across all of your touch points?
- Voice and Tone: Define your voice. Are you sarcastic? Funny? Business-like and formal? Are you using a similar voice and tone across each of your channels?
- Visually: Pay close attention to colors, shapes, and font choices. Make sure that it is resonating with what your brand believes in.
- Values: What do you believe? What do you want to portray to your customers and prospective customers?
- Vision: Why is your work important?
If you build a brand that properly represents you and your business, then you’ll find it easier to attract those who can relate to you and want to work with you.
Optimize Your Website
Once you’ve established your unique brand and defined your values, it’s time to start attracting your ideal clients.
Your website is arguably the most crucial vehicle to showcase your brand and pull in new clients. Here, you can display all of the elements of your brand, including what you have to offer, your values, vision, and personality.
Along with having a visually appealing and informative website, it’s also a great way to showcase your best work. Rather than showcasing all of your work, think about showcasing the type of work that aligns with the type of client you’d like to attract. Doing so will have your visitors understand your unique style and will help them determine if you’re the right fit for them.
Social media is a critical tool for finding and attracting your ideal client. Consider these stats:
- 97% of online adults globally say they have visited or used a social network within the last month.
- Facebook is the second most-visited digital property in the U.S. at 206,480 unique visitors, behind Google sites (243,601), with LinkedIn (119,192), Twitter (117,545) and Pinterest (86,649) all in the top 25.
With so many people using social media to consumer information, using the platforms to get your company’s message across is imperative.
If you think that having a presence on every social media channel is best, you may want to rethink your strategy. Instead, try focusing your efforts on a few key channels, where your ideal client spends most of his or her time, for the best ROI.
The more your ideal clients get exposed to the brand, the more likely they are to follow it. That’s why you should find out where your customers spend most of their time and then persistently interact with them in order to build a relationship with them.
To keep your social media accounts credible, it’s important to provide consistent, high quality content. People develop a sense of loyalty to businesses that offer consistent quality. By providing actionable and helpful content, your clients will naturally be attracted to your business and services.
Draw Attention to Your Results, Not Your Costs
There is a huge difference between being perceived as “low cost” and “cost effective.” With this in mind, it’s important to focus your message on the results you can achieve for your clients and the proof that backs it up.
By focusing on the stories and testimonials of your other clients, you can share your success stories without feeling like you are bragging.
While on the topic of costs, it’s important to understand how to set your prices. It’s important to not sell yourself short, especially when you are trying to attract your ideal client.
Prices set expectations of value. Therefore, if you have higher prices, your clients will expect that they will receive a quality product or service.
Initially, it can be intimidating to raise your prices. While this may turn off some of your customers, your ideal clients will stick around. Higher prices do mean fewer customers, however, they are generally more profitable and enjoyable.
Start a Referral Program
Once you’ve reached a few of your ideal clients, create a referral system that will give back to them. Not only will your current customers appreciate the perks, but you’ll be able to connect with even more ideal clients.
When it comes to creating rewards, think simple. Things like a free consultation or discount for a service can be enticing enough for your clients to refer their network of friends and family. This system will help your business grow naturally and attract your very best clients for a mutually satisfying relationship.
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