Your marketing message, brand, and core values should be aligned with your ideal client. And if you haven’t identified your ideal client yet, you came to the right place.
Before establishing a business and building your marketing strategies around it, you have to know who to promote your business to. Skip this step, and you might end up alienating the people that matter to your business the most, your ideal clients.
Successful promotions are much like a well-loved family recipe. To get it right, the ingredients should be complete and the food, it should be prepared perfectly! If you failed to identify your ideal client, all your marketing efforts would be wasted on people who do not value your brand.
An ideal client represents the person who needs your product or service the most. This is the person who’s targeted by your marketing strategies. Your ideal client is comprised of a specific demographic, not a broad client base.
To identify your ideal client, you need to:
There are two ways to know who your ideal client is, you can check the demographic and the psychographics of your target audience.
Demographic covers the following:
Evaluating the demographic of your target audience gives you an idea of how to present your content, what marketing tone resonates with specific age groups, and what products or services appeal to your ideal client.
The psychographics covers the following:
You need to dig deep to determine your ideal client’s values, beliefs, lifestyle, and buying traits. Through market research, you’ll know what hobbies or activities appeal to your ideal client the most, what is your ideal client’s likes, dislikes, even opinions and insights on certain issues.
Now that you know who you’re marketing to, you need to know the wants and needs of your client. What are your ideal client’s dreams and goals? What is his outlook on life? How can your product or service help your ideal client achieve his end goal?
Zero in on your ideal client’s pain points and present a solution. This is the best way to satisfy the wants and needs of your ideal client. Remember, making a purchase online involves a lot of emotions. If you want your ideal client to commit, you need to stir up the right emotions. You can do that by creating a compelling marketing message.
Use the information you’ve collected from market researching to create content that resonates with your ideal client. You want your marketing messages to “speak” to your ideal client, so he’ll feel a deeper connection with your brand.
When identifying the needs of your ideal client, you should always look at it from an emotional, physical, mental, even social perspective. You’re not just convincing your ideal client to sign the dotted line, you’re providing a solution to his problem. You want your ideal client to have an emotional connection with your service. And to do this, you have to highlight the benefits of choosing your business – what’s in it for your ideal client.
For example, most people buy skincare products not because they are interested in the science behind extracting the main ingredient but mostly to feel good about themselves. Customers want to feel confident or beautiful (or both!) when they are pampering themselves, and skincare is often perceived as a form of self-care. By applying skincare products religiously, you’ll maintain your skin’s youthfulness. And if you don’t take care of your skin, you’ll deal with the early signs of ageing, along with other skin issues.
When drafting your marketing messages, you want your ideal client to realize the impact of not purchasing your service or product. You want the ideal client to imagine situations when he could’ve found the perfect solution to his problem but failed to take action. You have to go beyond your product or service features and paint a picture of what “could’ve been,” had he chose you.
Your marketing message, brand, and core values should be aligned with your ideal client. If you are promoting your business to the wrong crowd, you are not maximizing your marketing efforts. With this guide, you’ll know exactly who to market your business to so your promotional messages stick. Of course, it will take several tries before identifying your ideal client. But the sooner you get this done, the better it will be for your business.