How to find your ideal client

Businesses often like to think of themselves as being able to work with anyone or do anything. But the reality is, not everyone will be your ideal client. Life is so much easier, simpler and more rewarding when you find the right match. So, here is how to find your ideal client.

Customers and clients like to feel valued; they want to be understood and they desire to feel special. To better understand your target market, it’s good practice to create a customer avatar. This is a fundamental element of your marketing strategy and helps everyone in your business understand exactly who it is you are trying to attract.

The ideal client

Even though you know that your business cannot possibly work with everyone, there are certain characteristics that every business’s ideal customer will have. They:

• Pay on time
• Have money to spend
• Have a high lifetime value
• Keep coming back for more
• Love you and your products and/or services
• Keep referring you to others

Imagine that all your customers would be like that, what difference would that make to your business? It’s definitely worth doing this exercise properly.

From the general characteristics of ‘the’ ideal customer, you’ll need to narrow it down further to find your ideal customer. Here’s how:

1. Define clearly who they are

By understanding exactly who your ideal client is, you can ensure they feel you are talking specifically to them in the marketing materials you produce. In the long run, it will make selling your brand or your services simpler.

You need to know as much as possible about them. Depending on your business, you could want to know:
 

• Are they male or female?
• How old are they?
• What is their relationship status?
• What profession are they in?
• Do they own a business?
• Where are they located?
• Do they drive a car?
• How many children do they have?

2. What are their problems?

Once you know who they are, you need to focus on their problems, challenges and frustrations. What keeps them awake at night? What problem do they need solving? And how do YOU help them with that?

The better you understand their challenges, the easier it will be to offer them the right kind of support with your products and/or services.

3. Find out where they go

Next you need to know where your ideal client hangs out, both online and offline. Are they on Facebook? Do they read the Telegraph? Do they go business networking? Are they on LinkedIn? Do they attend exhibitions? Knowing this will make it easier to decide where and how to market your product or service.

Identify what your ideal client might read, who they listen to, what they watch on television or even where they hang out in their spare time. 

4. Who else might they turn to?

Where might your ideal client go for advice and help on topics relating to your product or service? Would they try to solve the issue themselves, go to physical networking groups, seek help from LinkedIn pages or other social media platforms or even reach out to your competitors?

Again, this will influence which marketing activities you need to do and where you need to hang out. If there is an active LinkedIn group for example, you could become a member and participate, thus becoming known to people who might need your services.

5. Create content they want

Now you know everything about your ideal client, you need to create content with them in mind. Show them how your product or service solve their problems or ease their pain and in doing so, you will create content that speaks to them individually.

Your marketing materials such as blog posts, videos, webinars and advertising campaigns need to communicate with them on a personal level. In this way, you will create a connection with your ideal client that, over time, helps them know you, like you and ultimately trust you. 

6. Be the expert in your field

The content you put out to the world will ideally reflect you are an expert to be trusted and in time, your ideal client will naturally come to you rather than you having to find them. But for those that happen upon you, ensure they understand at first glance you are an expert at solving your clients’ problems.

The best way to do this is to get on TV, and the best way to get on TV is to write a book. But you can also speak at events and conferences, or simply continue to post useful, relevant and interesting content on the platforms your ideal client uses.

Ultimately, by appealing to your ideal client, their needs and their challenges, you are more likely to get them to buy from you. It will also make business life so much easier and ultimately happier. So go, complete the steps above and find your ideal match! (posted on Valentine’s Day!)