Last week I ran a workshop at the University of East Anglia on ideal clients which covered what people mean by the term ‘ideal clients’, how you can identify yours, and how this can make an impact to your marketing.
Today I stepped in to talk at our Central Norfolk group after the other speaker couldn’t attend, so I took a small section of this workshop and talked about how you can categorise your ideal client, for example by age, gender, marital status, parental status, job income… even down to things like values.
People then drew their ‘ideal client’ and gave them a name.
Some people find this activity a little awkward, some don’t think there’s any point, and others totally embrace the challenge.
Now this is not about your ability to draw, stick-people are absolutely fine, it’s about identifying that one person you’d like to work with the most, the person who wants what you offer and can afford to pay for it, it’s about building knowledge.
The more you refine who your ideal client might be (and yes it’s fine to have several ideal clients in mind, especially so if you offer different products or services), the more you can get to know them. The more you can identify their needs, address their problems and find them to market to as well.
Getting to know your ideal clients allows you to use the language they use in your social media posts, email newsletters, adverts, on your website, flyers or packaging. To use colours or styles that you know resonate with them, and to promote what you do in the places they are. I mean there’s no point spending £2k on a radio ad campaign if your ideal clients don’t listen to the radio!
There are no hard and fast rules here, and things may change over time so it’s worth reviewing this every year or two, or as your business evolves.
Understanding your ideal clients inside out will help you better market to them, resulting in more sales, and will enable you to address their needs more fully, creating loyal customers who refer others your way too. Win win!