The Importance of Creating an Ideal Client Profile for Your Business
Creating an ideal client profile isn’t as daunting as it may seem. Understanding your ideal client profile, in fact, is vital to the success of your business. In this post learn how to identify and create an ideal client profile for your business. As well as tackle how best to use that tailored profile and create a marketing strategy with that client in mind.
Identifying the ideal client profile
The first step to identifying your ideal client profile is understanding that your profile is not the same as your niche. Your niche is your trademark—so to speak. It’s what you want to be known for in your industry.
When someone navigates to your website it should be clearly stated what you do and who you are doing it for. This, in other words, is your niche. Your specialty and where you place your focus when it comes to your clientele.
To unearth your niche consider asking yourself the following questions:
- Who are your dream clients?
- What do they do?
- How do they feel right before working with you?
- How do they feel immediately after working with you?
- Who do you want to serve in your business?
- What differences are you hoping to make in their lives?
- Who have been your favorite clients? Do you see a theme or pattern with these favorite clients?
With your niche nailed down let’s get into the benefits of defining your ideal client profile.
Benefits of defining an ideal client profile
Defining your ideal client is beneficial in many ways. The most important benefit is the foundation it provides for your marketing strategy. By defining the “who” of your ideal client profile you can better craft how clients will perceive your brand’s message.
The more specific you are in defining this profile, the better. But remember that your ideal client evolves as your business does. So don’t worry too much about getting things perfect from the beginning, just focus on getting it done.
How to create an ideal client profile
The easiest way to create an ideal client profile is to focus on your existing clients and the services you provide. Having defined your niche using the guidance above, narrow that down to one person. An avatar of sorts.
Marie Forleo once referenced in the B-School program that “if you’re talking to everybody, you’re talking to nobody.” Think about this question… Is it easier to draft an email to one person or four hundred different people? The former, right?
When addressing one person, it becomes more intimate. It builds an immediate rapport with your targeted audience. How do you do that? Don’t be shy about getting to know your ideal client avatar.
People are people and thus they differ. Consider the differences between someone living in a penthouse in New York City vs someone inhabiting a ranch in the middle of Texas. While an Old Navy shopper might value a frugal lifestyle and what it is to be thrifty. A couture shopper might value one-of-a-kind clothing and quality design.
Each of these avatars has different approaches to life, neither one right nor wrong. But the clarity we get from understanding these differences in values is priceless. Because when it comes time to build a marketing strategy directed at each of them the tone will differ greatly.
How do you further specify that ideal client avatar? Consider these questions with an open mind. And in doing so create the most specific client profile possible.
- What is his or her name?
- Are they married?
- Do they have children? What are their children’s ages?
- Where does she live? Specifically. Name the town or city where she lives.
- What’s her annual income?
- What does she do for a living?
- What’s her work-life like?
- Does she have any pets?
Some of the questions might sound strange but they’re purposefully strategic and that’s the point.
- What does she do on the weekends?
- What are her family or personal goals?
- What are her professional goals?
- What’s most important in her life?
- What are her top core values?
- What books can you find her reading?
- What does she like to eat?
- Where does she shop?
- What brands does she love?
- What does her closet look like?
- What are her guilty pleasures?
- How does she feel the moment before she decides to work with you?
- How does she feel after you’ve worked together?
- How are you hoping your business will make a difference in her life?
These questions not only uncover the intricate details of who they are and how they feel, but they can also reflect on what they value in life.
How best to utilize an ideal client profile
Uncovering these intricate details of your ideal client profile now means you can utilize it to define your marketing strategy. The message that you send out to the world about your business matters greatly to your bottom line.
When creating that message remember to address your ideal client avatar directly. Have a personal, informational or uplifting conversation with him or her. Avoid tripping over the concern and misconceptions of that message from persons that fall outside of the specific profile you’ve created. Ignore the feelings of worry because it feels as if you’re only addressing a singular person.
Rejoice instead on the strong foundation you’re creating in your marketing presence for your crafted client profile. The more you address them directly, the more welcome they will feel. Ultimately, more opportunities will find you because of that fact. Eventually, this establishes trust, which warrants repeat business and better referrals.
Are you beginning to see the value in creating a targeted marketing strategy?
Creating a marketing strategy
Remember that the best marketing strategies are created with the ideal client profile in mind. Separate the notion that this ideal client profile and niche are the same. Then formulate an avatar to address directly based on that created client profile.
Master the ability to have a conversation with this avatar as if the two are old friends. Keep it conversational because that’s truly where the magic happens. Once the brand message speaks to this avatar at that level of closeness, the marketing strategy is ready.
Hi, I'm Katie O'Brien, a seasoned brand + website designer who specializes in elevated branding and fuss-free websites for interior designers.
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