With the relative ease and cost effectiveness of the internet, I see people going into business who would have never considered doing so 10 years ago. This is fabulous and many people do very, very well. Unfortunately, many of the people jumping into business ownership will not be so successful… unless they learn the basics.

At one time, business basics were an absolute must before a person considered spending the money and time to open up shop. Those basics include such things as marketing, record keeping, management skills, sales skills, etc. People also spent a significant amount of time doing demographic and market research, to see if the business was even viable. Today I hear clients say things like, “but I spent 45 minutes looking for the right keywords!  So why isn’t everything working?”

I’m not here today to talk about keyword research, but something equally (actually more) important… Identifying your ideal client. I’ve had clients tell me that “everyone” is their ideal client. On the opposite end of the spectrum, I recently had a client tell me that her ideal target market was executive fathers in their 30′s and 40′s, but she was choosing to market to women. When asked why she would ignore her target market and go after a different market, she said “because I’m a woman, and I would use this.” At least she did her homework and knew who her target market was.

So, why is it so important to know who your ideal client is? Well, look at it this way, if you don’t know where your target is, or even what it looks like, how will you take aim before pulling the trigger? By knowing your ideal client you can speak to them, through your marketing material, in a way that seems as though you are practically reading their minds. For example…

Have you ever walked onto a car lot and a salesman rushed right out to greet you and then started showing you cars he “thought” you’d like. Did you ever actually feel as though they cared about your needs at all? Or did it just seem they would try to make a sale no matter what.

Compare that to walking onto a car lot and no one comes out for a few minutes. You have time to locate the model you are interested in. You get to look at the available colors. You read a few price and option stickers. Now the salesman shows up, having carefully evaluated your actions while watching from the office. He already knows the model of car you are most interested in and can simply ask questions about the options you prefer and take you for a test drive.

Which scenario makes you feel more validated and feels like your needs have been spoken to and answered? Obviously, the second scene would be most people’s preference. It may even feel as though the salesman is a kindred spirit because they came out and raved about what a great model of car this is (they knew the one you preferred), and about how this particular color is one of the most popular and hot colors right now (they carefully watched our responses to the various color choices), and this particular size engine would probably be perfect for your needs (they paid attention to the exact model you looked at the most).

You can have the same rapport with your clients, if you target your ideal client in your marketing efforts. Will you have “other than ideal” clients show up? Of course. But they will not be predominant in your prospects and will be weeded out as you get busier and more selective with your client base.

So, how do you determine your ideal client? You make it up!

Seriously though, it is your business, your product or service, and you get to choose the clients you work with.

You should start with some market research for your product or service. Think specifically about your product or service.  What gender is your ideal client? What age range? What nationality? Are they overweight or underweight (for some businesses)? Do they have a specific medical condition (for some businesses)? What type of neighborhood do they live in? Are they married? Do they have children? What type of clothes do they wear? What type of car do they drive? Or do they drive? Do they eat at home, or do they often eat out? What type of food do they like? Etc., etc., etc.

The more specific you can be with the answers to these and similar questions, the more targeted your marketing will become. Some people believe that focusing your marketing on a narrow segment of potential customers will lower your sales. I realize it is counter-intuitive, but research has shown that the more highly targeted your marketing is, the higher your conversion rates will be. This means more sales with less effort.

Once you have your ideal client defined, it’s time to find them on the internet. If you need assistance in finding or staying connected with your ideal clients on a regular basis, Social Bee Online can help. Consistent communication through social media is one of the best and most cost effective ways to brand you and your company in your prospects and clients minds.

Until next time…

Live with passion and purpose,

Vanessa

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