When you start your business, you dream of that perfect client. That client you know you are going to click with, the one who will just get you and you will get them. That client that loves and appreciates your work and want to work with you as much s you want to work with them.
I know, I know, this person sounds like a unicorn. They sound awesome but let’s be honest, how often do we actually get to work with that dream client? My answer? It can be all the time. No, I’m not joking when I say you can actually get to work with your dream clients all the time. It is possible to have the freedom to say no to those clients who you know you won’t necessarily gel with and open up those opportunities to work with clients that are perfect for you.
How you ask? It’s not easy and trusts me I am still working on this myself. Your ideal client might change as you and your business changes and it will most likely take a little while for you to figure out the best way to reach those ideal clients.
If right now you feel stuck working with people you don’t like or people who don’t appreciate you or your work then it’s time to get off the merry go round and start intentionally targeting those kinds of people you know you will love working with. Here are some tips on how to find your ideal clients!
Step 1: What specific problem am I trying to solve and for whom?
When trying to identify your ideal client, it’s important to understand the problem you’re trying to solve and for who you’re trying to solve it. Identifying those two answers is a great start to understanding who you want to target.
For example, when I started Modern Darling Media, I was trying to solve the problem of having to go to a bunch of different agencies for your design and marketing needs. The problem is that the branding and voice throughout can be inconsistent. The messaging and process from branding design to web design to marketing to visual imagery can be mismatched if you get each element from a different place.
I wanted to create a solution to that by offering an all-inclusive media experience where each element is streamlined and put into a specific process. There won’t be any miscommunication, inconsistency or gaps because everything is done in house.
I knew I wanted to solve this problem for creative entrepreneurs because I am able to understand that vision and mentality more than a construction company, for example.
Here’s another way of narrowing this answer down. Imagine a real person. Imagine their gender, their age, their interests, and hobbies. Imaging what type of job they would have, where they live, level of education and income. I know it seems like you are focusing on tiny details but these details will not only help you to know how and where to market to that person, but it also helped you recognize that ideal client when they come along.
Step 2: Determine your customer’s buying strategy
This question is answered a lot easier after you’ve identified those elects in the first step. How does your customer buy your product or service? How has your customer bought similar products or services in the past? What is your customer’s buying strategy? How does your customer go about making a buying decision for your product?
This can be crucial in identifying the people you want to work with because a lot of the time, a client might seem perfect but you might not understand how they buy. For example, does your dream client shop primarily online or do they like to go into a store? Do they make immediate buying decisions or do they like to think about it for a while? Will they try to negotiate the price? Do they like to shop around for the lowest cost or do they feel confident in who they chose and the price they provided?
I didn’t think about these things at first but it has made a huge difference in who I work with now they I have. I know that I don’t like to work with people who shop around for the lowest cost. Those clients tend to also try to get a discount or negotiate the price instead of understanding the quality of what I’m offering and that I’ve calculated that price for a reason. I also know that I don’t have a brick and mortar store so I need to find clients ok with purchasing services online. It’s often the case that I work with clients remotely, so they have to be comfortable doing business over the phone or online. Understanding these buying habits have ruled out a lot of clients for me and its an important step to identifying who you do and don’t want to work with.
Step 3: Survey your existing customers or clients
A survey can be a great way to get information from those who have bought from you in the past. You can then use this data to pinpoint exactly who is most likely to buy your products or services or to interact with your content in the future. Who best to get information from other than people who already like, know and trust you? Ask your former clients a couple of questions to help you get a good grasp on what has worked. For example:
Ask how they found you
Did they do a lot of research and if so what were they searching for?
Ask what they liked about your business or brand and why they chose you?
Ask what the process of working with you was like?
Ask if they would recommend you to a friend?
Ask what you can improve on for your future clients
Step 4: Utilize your social media analytics
If you are using social media but not taking advantage of the analytics then you should post defiantly start. Most of the major social networking sites already provide a way to analyze your audience with their analytics tools. For example, Facebook page Insights, Facebook group Insights, Twitter Analytics, Instagram Insights (for business accounts), Pinterest Analytics!
This is a great way to find out who you’re currently serving and how to attract like-minded people in the future. When looking at these analytics, pay attention to:
Your audience demographics-age, gender, location, interests, etc…
Content that gets the most reach and engagement like text, images, videos or links
Most popular topics that got the most likes or engagement
Most popular social networking sites for your audience
Understanding these key features about your audience – like who they are, what they like and don’t like and where they hang out and interact the most. These insights will not only help you discover more about those you serve but will help you choose the perfect audience to target for your social media ads!
