What? You can’t find new clients? I bet I can help. There are some basics you need to understand first. Let’s start with a story about knowing your ideal client.
I have a 16 year old daughter. If I send her an email, it would sit in her inbox for eternity. She doesn’t do email. Neither do her friends. What if my ideal client was a teen girl? I can further define, saying my ideal client is;
- in high school
- has many friends
- spends hours on her iPhone
- has 100’s of selfies on her phone
- loves fashion and makeup
- is active and only wears LuluLemon
- plays multiple sports
- knows the words to all songs on her playlist
- is focused on succeeding in school
- she gives 100% with everything she does
- has many online only friends
Who Are You Marketing To?
Let’s say my company sells a monthly subscription that includes all things fashion and fitness, geared towards teens. Each month, subscribers receive a workout outfit and a sample of makeup and hair products. If I wanted to reach these teens, would I try and build my email list and send them lots of emails? NO! I’d find them where they naturally spend time. I would figure out what social apps are hot at the moment and spend my time there trying to connect with my ideal client in their usual, comfortable spots.
My daughter recently told me a story about one of her friends asking another friend about Facebook. One said to the other, “I think I’m doing this wrong. You need to teach me Facebook.” For me, that is where most of my friends and peers “hang out’ on social media. It was funny to hear her say that Facebook is basically “foreign” to them. They don’t understand it. They don’t spend time there. They are not interested. They just don’t get it.
But, they are interested in other social networks. I would likely find them on Snapchat and Instagram.
Yes, they both sell coffee and food. But there is a HUGE difference in the way they market and in the customers they attract. For the usual customer at Dunkin’ Donuts, if they can go there and buy a medium coffee for $2.09, why would they go to Starbucks and pay $3.95? As you know, Starbucks and Dunkin’ Donuts each have very loyal followers.
How Do You Connect?
Back to the teen girl. How do I find her? How do I market to her? I definitely would not email her if I expected any response. So, how would I reach that target market? Simple. You need to know your ideal client avatar. Let’s do an exercise to figure it out.
According to Laura Kinoshita (published on Hubspot), “A customer avatar is a fictional character that represents your ideal prospect. When complete, it will help you understand the motivating beliefs, fears and secret desires that influence your customer’s buying decisions. Your customer avatar will help you fine tune your marketing efforts and help you understand why some products sell better than others.”
Knowing your ideal customer is key to understanding your business and your potential clients. Start by printing this workbook (sign up required) and then let’s work together to fill it out.
An Ideal Client Avatar is a way to get into the mind of your ideal client. I want you to think about who your ideal client is. Think about her life. Figure out as many details as you can. You can’t market to everyone. You can’t please everyone. An ICA is a way to narrow your focus and figure out how to market to the people that you can help the most. If you didn’t already print the worksheet, do it now.
Here’s a excerpt from my workbook:
Do you know someone that could use help defining their ideal client? Share it to your social accounts so they can easily find it. And, don’t forget to comment below and let me know what you learned by completing the Ideal Client Avatar Workbook.