“If you don’t take care your customer, your competitor will.” Bob Hooey
This is a quote I agree with, but it goes further than that. Yes, you need to take care of your customer, but before this, you need to actually know who your customer is and with millions of people and businesses out there, which one or ones are best for you. It is perfectly possible, and usual, for businesses like yours to have more than one target audience.
Whether you call it your ideal client, your avatar or your target audience, it all means the same thing and this blog will show you how to find your ideal client and why it is important to do so.
Marketing strategy and plan
Businesses need a strategy for their marketing to build the foundations and to lay the groundwork to build upon. And the plan is the who, what and when to implement this strategy to the right marketing channels.
There are 7 stages to Pinpoint’s comprehensive strategy and plan document:
Defining the messaging
Pinpointing a strategy
Refining the target audience
Developing the tactics
Implementing the plan
Measuring and evaluation
Here we are looking at step 4, refining the target audience and who your ideal client avatar is, plus your prospects, leads and then your customers.
Why you need to know your ideal client
Pinpoint your marketing
The marketplace is a busy one with many competitors out there and many markets and industries for you to target. But not all of these will be right for you. Why?
Some will not have the budget for your service. Some will not have the need or the perceived need for your service. Some will buy your service elsewhere and not be willing to change provider. Some will be too far away. And much more.
So you therefore cannot target everyone and anyone. Aside from the fact it would be impossible for your marketing activity and budget to stretch to everyone, it would take forever, you wouldn’t achieve it and you wouldn’t get the ROI in return. If targeting everyone is your business strategy currently, then this is like peeing in the wind and instead you want to be shooting fish in a barrel (as the saying goes). And your budget and time and resource, will go further.
Another reason to home in on the right target audience for your business and service is to ensure you use the marketing channels to get your message out there. If your audience aren’t on Facebook, then why use Facebook ads and posts to promote the business. Use LinkedIn or Instagram instead, whichever is the most relevant.
Another reason to determine the right ideal client or clients (as it is possible to have and should have more than one audience) is so you can personalise your content and make it bespoke to the client or prospect. If what they are seeing and reading resonates, then they will remember you, like you and eventually buy from you. If you are talking to everyone and talking generically and throwing mud at the wall as the saying goes, it’s all too hit and miss and haphazard. Targeting is the way forward.
And don’t forget your internal target audience – you staff and stakeholders. Find out more
How you find your ideal client
Brainstorm your client
Think of who this is and give it some real thought. Areas to think of include age, gender, location, business type/role, market or industry and size, the brands they like and how they shop/buy, why they need you/use you, their hobbies and lifestyle, what are their challenges and how you can solve these and what they believe in and what they want and dream of.
Another way is to think of your best customers or clients that your business has now. Who are they, what do they have in common and why are they your best ones. What is their blue print so you can replicate this and find the same type, using the above questions too.
You can either go as far as to name them, picture them and even do a mood board or vision board so you can visualise them in writing and in images.
There may not be exact answers for these but use this exercise as a rule of thumb as opposed to a must fit exactly.
Now you know your ideal client, what next
When you go networking or when someone asks you who can I introduce you to and so on, you will now know the answer and you can tell them quite clearly. And you will be surprised by what happens next and how you will regularly get the right referrals rather than some good and some not so good. It will give it all purpose.
Here are some other blogs from Pinpoint Marketing to help you find your ideal client:
Why should I have an ideal client? https://pinpointmarketingconsultancy.co.uk/why-should-i-have-ideal-clients/
Target with purpose and know you why. https://pinpointmarketingconsultancy.co.uk/desperately-seeking-sarah-the-wrong-film-title-or-does-this-sounds-like-you-looking-for-your-ideal-client/
Using vision boards within your business. https://pinpointmarketingconsultancy.co.uk/business-vision-boards-visually-growing-your-business/