When I ask firms, “Who’s your target client?” a common answer is “, We’ll work with anyone!.” However, in reality, this is not usually the case. Indeed, when you think about it, there are usually many people or businesses you don’t want as clients! So, let’s ask a better question – “Who’s your perfect client?”
By identifying your perfect client, you can focus your marketing strategy on activities that will get you in front of these potential clients.
The result is less wasted resources (time, money, effort) and more clients you want.
So, how can you focus on your perfect clients rather than trying to appeal to everyone?
Define your perfect client
To identify your perfect client, start with your existing client base:
- What’s the profile of your best clients?
- Who are your most profitable clients?
- What specialism or in which sector(s) can you add value to clients?
- What type of clients do you enjoy working with?
- Or, what type of client do you want to attract in the future?
Research your perfect client
Where does your perfect client ‘hang out’? What do they read? What business events do they attend? What professional associations are they members of? Find out and then be in that space.
Firm up your value proposition
Identify how you add value to your existing clients. Use this information in your marketing messages to attract new clients (if you want more of the same clients).
Look for introductions
Who could introduce you to your perfect clients? Staff, current clients, business associates, LinkedIn connections, family? Identify the best connections and then ask them if they would mind introducing you.
Contact them direct – mailing, phone calls, emails
Create a mailing list of potential perfect clients – names, job titles, addresses, phone numbers, email addresses. Then, mail them with an offer of something they would find useful, such as a free business health check, free consultation, etc. Having sent the mailing, make follow-up calls to book appointments to see them or arrange to discuss your offer further. Email them regularly (monthly, bi-monthly or quarterly) with relevant, topical information they will find useful, demonstrating your expertise and how you can help them.
When carrying out any of the above activities, make sure you comply with the General Data Protection Regulations (GDPR).
Looks at ways of raising your profile
Having identified where your perfect clients ‘hang out,’ aim to be part of their world. Attend networking events they attend, place adverts or write articles in relevant newspapers/magazines they read, and connect with them on social media platforms.
Repetition is everything
Keep communicating with them through mailings, emails, networking events, social media, digital advertising etc. – don’t let them forget who you are.
Monitor your results
Review your enquiries. Are you getting the leads you need? If not, review the messages you’re sending out. Are these hitting the spot? Is it a timing thing? What can you do differently?
Conclusion
While identifying and marketing to your perfect client may take a little longer to set up, as opposed to blanket marketing to everyone, it will be more effective in the long run. You will find you will be more selective in the marketing channels you adopt, which reduces the likelihood of reacting to ad-hoc marketing opportunities you receive. This, in turn, can help save time and money on activities that are unlikely to get you in front of your perfect client and, therefore, not give you the sales conversions you desire.
