3 Steps to Attract Your Ideal Client or Customer
So if you are at all familiar with marketing a lot of this information may seem pretty basic and commen sense to you.
However, the point of this article is to show that atttracting ideal clients online is much the same way that you would in any facet of your business.
I think a lot of times we think that just because a new platform or new way of finding clients or customers comes around, we have to change the way we market.
While this may be true to some extent i.e. various medium formats or parameters set by social media platforms or the like, the theory and values behind each message is the same as it was 100 years ago when you consider marketing to a specific audience.
Without further ado, let’s get into 3 steps to attracting the perfect clients or customers.
Step One: Who Do You Want!?
First, think about who you want your ideal client or customer to be.
Who do you think your product or service speaks to the most? (By the way, your product or service may speak to multiple different demographics and we will discuss that later. For now, just think of your perfect ideal audience)
It may help to do some market research or ask family and friends who they think would most benefit from your product or service.
For the purposes of this exercise, let’s just say that your ideal clients are graphic designers who own their own companies.
Step Two: Who Is He/She, Really?
Once you have a pretty good idea of who you would like to work with/who your ideal client might be, it’s time to get really specific on who they REALLY are.
This step might sound a little strange but I assure you it will help with your online marketing message consistency so much.
Let me explain.
Consistency Is Key.
One of the most important things with online marketing, especially on social media platforms, is consistency.
Not just referring to the consistency of how and when your posts/ads are published, but the consistency of your message.
For example, if you recently published a post about the stock market on your business facebook page and then then next day you post a picture of puppies in a pool, and the next day you post a serious political post, you end up confusing your audience.
You want your message to be consistent.
If you are a barbershop, you need to make posts all about hair and cutting hair and taking care of your hair and hair care products that work and dont work.
There are times to stray from this as long as it aligns with you brand.
But remain consistent as possible.
Back to Step 2.
So, how do you remain consistent with your posts?
Again, we need to get specific with who your clients really are.
We have already established that your ideal client in this exercise is a graphic designer.
Now you need to build out a persona or character around that basis.
How old is this graphic designer?
What is his/her name?
Are they married?
Where do they live?
Do they have kids?
What do they do on the weekends?
What style of clothes do they wear?
What hobbies do they have?
Where do they shop for groceries?
Etc. Etc. Etc.
Get as specific as you would like.
Think about it. If you only create posts and ads geared toward your ideal client, then it’s going o be easier to attract the attention of clients exactly like that.
They will feel like you are speaking directly to them even if you have never met before.
I mentioned before that you may have multiple different ideal clients. That is okay to some extent and you should go ahead and create personas or characters around those individuals but just make sure to be consistent with your message.
If one ideal client is a hunter and one is a member of PETA, you may loose many eyes on your product of service — silly example but hopefully it makes sense to you.
I would recommend creating ONE ideal client and working on that for some time before considering another. Chances are you will find having just one does you a great service.
Step Three: Post, Post, Post.
You’ve established your ideal client. His name is Gregory. He’s a graphic designer who owns his own graphic design company in Roanoke, Va.
He has two little boys and has been married for 10 years. He is 34 years old and loves working with his hands to fix up machinery in his free time.
This is actually my ideal client ;)
Gregory is awesome and I wish he really existed because we would totally be friends.
Maybe he does exist! Or at least someone very similar to him.
So all on my content that I post on the interwebs is written just for him.
You may think that this is very exclusive and you may miss the opportunity to speak to other potential clients out there.
However, by doing this, you create a strong brand.
No, you dont have to refer to “Gregory” when you post. That would be ridiculous.... or would it... a topic for another day.
But your content will be so consistent.
Clients or customers will know exactly what they can expect from you.
In the same way that your favorite comedy TV show doesnt randomly turn into a drama in the 4th season. People want to know what they can expect. They watch the comedy show to laugh no to be thrown random curve balls that make no sense.
Along with consistency, you are more likely to attract the exact type of person that you actually want to work with.
And believe me you, if Sally Hayes comes across your content and needs your product or service, she wont be turned away by your content.
If anything, she will be attracted to your brand consistency and will reach out and ask if you would be willing to work with her to help set up her pastry website — or whatever it is you offer.
In summation, get narrow and get consistent. You may just find that folks become attracted to your brand simply for the content and message thatyou relay consistently.
Those types of people stick around. Those types of people join in the conversation and recommend you to their friends and peers.
Find your Gregory and speak to him/her.
Then come back and tell me how many new followers/clients/customers you’ve gained.
Thoughts? IDeas? Do you agree or disagree. Who is your ideal client? Are you speaking directly to them through your message and content?
Let me know in the comments below.
Thanks for reading!