Defining your ideal client is the first step to generating quality, qualified leads with your marketing. The second step is to communicate with your ideal clients effectively — and about your ideal clients effectively.
It’s very difficult for consumers to refer their friends, family, and colleagues to you and your business if they aren’t sure who you serve or what exactly you specialize in. Likewise, it’s difficult for them to see if they are a great fit for your product, program and service.
If you want to succeed in business, you must communicate who you serve, what you do, and how you can help them in a simple, easy to understand, clear way. With that in mind, I’ve compiled five marketing tips to help you communicate to, with, and about your ideal clients and target market:
Tip 1: Once you know who your ideal client is, don’t sit around and wait for them. Go out and find them
Just because you open your doors for business, launch a website, or print a business card, doesn’t mean that you will have any business. No one can hire you ($$$), buy from you ($$), learn from you ($) or join your list if they don’t know you exist. It is your job as a business owner to find your market, customers, and clients, and let them know that you exist and that you can help.
Tip 2: Share who your ideal client is with everyone
It’s critical that you know who your ideal client is, AND it’s critical that your network and audience also know who your ideal client is. When your audience knows who your ideal client is, they can more quickly and easily identify themselves or a friend as a good fit to work with you, and it will be easier for people to refer others to you.
Be sure to include a simple description of your ideal client when speaking about your business. When asked the question, “What do you do?” or given the prompt, “Tell me about your business,” respond with who you help, what you can do for them, why you’re a great choice, and the next step if they are interested. If you’re really clear on your branding, you’ll easily be able to share this in one simple sentence.
Tip 3: Craft your offers to deliver the right solutions for your ideal client
Once you know who you ideal client is and you know their biggest problems, challenges, and needs, you also know what types of solutions they will be looking for. Craft your services, packages, programs, and products to deliver the same solutions. Consider using the solution as part of the name of the offer and use the problem in your marketing to show them you know what they are dealing with or going through.
Tip 4: Understand what your ideal client needs to make the decision to hire you or buy from you & include it in your website
When researching your ideal client, find out what is most important to them when making the decision to buy. Do they need it fast, easy, cheap, in-depth, flexible, available at odd hours? Do they need to see examples, read testimonials, see videos? By knowing what is most important to them in the decision-making process, you can be sure to include those elements on your website, on your sales page, and in the sales conversation.
Tip 5: You opt-in must solve one of your ideal clients’ problems
If you want to build a responsive, engaged marketing list of people who want to hear from you, you need an opt-in that doesn’t just take up room on your website — you need an opt-in that converts visitors into subscribers everyday. The key to creating a successful opt-in is ensuring it provides a solution to a problem your ideal clients have and one they want to solve, and crafting an attention-getting headline for the opt-in that includes the keywords your ideal clients will use when searching online for a solution.
What about you? Do you have any marketing tips for small business owners about communicating and marketing to your ideal client?