While it might seem like it’s always a good thing to bring on a new client for your marketing agency, if that client isn’t a good fit, it can actually hinder real growth. That’s why it is so important for you to focus on how to attract your ideal client if you truly want to grow your marketing agency.
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 can help them solve their problems — the value you bring your clients.
Not only will the right clients be willing to invest in your services, 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.
Find out how you can identify your target market and how to attract your ideal client with our simple steps below.
Want more marketing tips like this delivered to your inbox every week? Sign-up for our Growth Talk email series by our founder and CEO Mandy McEwen here.
7 Steps to Discover How to Attract Your Ideal Client:
1. 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.
Marketing agency owners can find the best success by specializing in a small number of key services and industries, 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 effectively 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 the most? And which delivers the biggest profit for you? After all, while it’s great to work on projects you’re passionate about, you still have to pay the bills, so it’s important to find a good balance.
Once you’ve identified what problem your business can solve and for whom, you can begin to develop a plan to attract your ideal clients with the right message.
2. Identify Your Ideal Client
Building out your ideal client’s profile is essential. By understanding your ideal client, you’ll be able to find them, connect with them, and ultimately sell to them. Consider these questions when crafting your ideal client’s profile:
- Who do you enjoy working with?
- What are their demographics? (gender, age, job, location, etc.)
- What are their needs?
- What problem(s) do they need solved?
- Which clients are the most profitable?
- Which clients referred you the most?
- Who do you have the strongest connection with?
- How many clients or customers do you really need to reach your revenue goals?
If you really want to get inside your clients’ heads, 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), and what inspired them to choose you over your competitors.
This information can really help you build your brand and decide what messages should be on your website, what services you should offer, and what channels you should focus on.
3. 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 promotions. 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 your brand.
- Values: What do you believe? What do you want to portray to your customers and prospective customers? Make sure you show that in your messaging.
- Vision: Why is your work important? How can you share this with your prospective clients?
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 who want to work with you.
4. Optimize Your Website
Once you’ve established your unique brand and defined your values, it’s time to start figuring out how to attract your ideal client.
Your website is arguably the most crucial vehicle for showcasing 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, your vision, and your personality.
In addition to having a visually appealing and informative website for the sake of showing your professionalism and credibility, 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.
5. Stay Social
Social media is a critical tool for finding and attracting your ideal client. Consider these stats:
- As of 2018, 73% of U.S. adults use YouTube, 68% use Facebook, 35% use Instagram, 29% use Pinterest, 27% use Snapchat, 25% use LinkedIn, and 24% use Twitter
- About 75% of Facebook users access the site on a daily basis
- Social media sites have officially surpassed print newspapers as a news source for U.S. adults
With so many people using social media to consume information, using the platforms to get your company’s message across is imperative.
However, 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 your 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 there 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.
6. 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 with your prospective clients in a way that shows them how you can help them achieve the same great results.
While on the topic of costs, it’s important to understand how to set your prices. Do 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. And although it 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.
7. Start a Referral Program
Once you’ve landed 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 of your ideal clients.
When it comes to creating rewards, keep it 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.
Now That You Know How to Attract Your Ideal Client, What’s Next?
Attracting your ideal clients is only the first step. Next, you need to turn them into paying clients!
Developing a proposal for your marketing agency can take hours of your time for every prospective client. That’s why I created my Digital Marketing Strategy & Audit Proposal Template, to help you land 6-figure clients time and time again.
Updated January 3, 2019Tags: agency growth, Business Goals, clients, customers, grow a business, How to Attract Your Ideal Client, marketing agency