A few months ago, I was asked to speak at a networking event and I directed my speech at helping business owners envision their ideal clients. Why did I choose this topic? I chose to speak about ideal clients because I noticed that so many companies are sending out to the general masses instead of focusing on their ideal clients. By identifying your ideal client you will gain a better perspective how to reach them through your marketing initiatives. Here are some ways to identify who your ideal client is and how to reach them.
1. Create a Hypothetical Character: Break down your ideal client by envisioning hypothetically what they wear, where they shop, what jewelry they wear, what their home looks like, where they live, and any other minute details you can come up with about them. This will help you to specifically identify their personal spending habits, so you can begin to understand their business spending habits as well.
Example: If you are reaching out to a construction company, you don’t want to try and sell them fine silk uniforms.
Example: If you are reaching out to a construction company, you don’t want to try and sell them fine silk uniforms.
2. What do they do on Social Media? Are they looking up recipes, doing quizzes and sharing videos of puppies and kittens or are they reading articles, debating politics and sharing pictures of amazing travel locations. If you don’t take the time to understand what they are interested how can you know how to reach out to them? By choosing a targeted audience you can better sell them on what they need.
Ex: Johns interests are watching football, hunting, and gadgets. Skip selling him on kitchen spatulas he’s probably not interested, but Peter is. Peter frequently posts about cooking, recipes, and restaurant articles. Peter is a chef. You should be targeting Peter.
3. How did they grow up? Nostalgia is a huge attraction factor on Social Media. There is something about seeing your favorite toy or seeing a poster from your favorite band from when you were younger. It typically evokes positive sentimental feelings. It also helps your company seem to understand your customer on a personal level.
Ex: You sell health care items. Show a vintage picture of a Fisher Price medical kit. At one point everyone had one. A pciture of the kit may help medical professionals remember why they got into healthcare in the first place and make them identify with your company.
4. Utilize Trends your ideal client finds new and exciting: Each week / month/ year something is trending? Let’s look at bacon. Only a few years ago, most articles spoke of the dangers of bacon, the saturated fat, the nitrates and urged you to stay away. More recently bacon has become hot again (in more ways than one). Bacon is everywhere and we don’t care if it is good for us or not. We just want it. Why? Because bacon is popular and people don’t want to feel left out. Don’t compromise your policies, morals or objectives, but find something that’s trending and use it to your advantage.
Ex. Kale, Bacon, Avocado, Round Ice Cubes, Whiskey, Beer Festivals, Kim Kardashian
Ex. Kale, Bacon, Avocado, Round Ice Cubes, Whiskey, Beer Festivals, Kim Kardashian
5. Pull on heartstrings: What do your customers care about? Find something that your customers and (yourself) feel strongly about whether it be a great charity, their children or rescuing puppies. It can be a great way for you and your clients to connect on a personal level. Do something great for your clients and your community all at the same time.
Ex. Add a charity to your campaign and help them donate to the cause. Not only will you be contributing to a good cause, but you are also raising awareness for your company.
6. Make them laugh or wow them: One thing many people forget is that their clients want to be entertained especially on social media. Boring will get you NOWHERE. Push the limits. Try to be experimental. Try to stand out. There are a million companies just like yours so it is your job to let them know why your company deserves their attention the most.
Ex. There is a reason all of those videos, quizzes and memes are being shared. It is because they are entertaining. Be entertaining.
Ex. There is a reason all of those videos, quizzes and memes are being shared. It is because they are entertaining. Be entertaining.
In conclusion, your goal is to find out what your customer values. The only way to that is to understand them inside-and-out by doing research on them. Use these tips to find ways to get to know your customers so they will want to get to know you.
-Mandi Pryor, MP Marketing and PR
Facebook, Twitter, and Instagram @mpmarketingandpr
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MP Marketing and PR, mandipryor@mpmarketingandpr.com
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