How To Define Your Ideal Client
Determining your ideal client is vital to the health of your business. If you don't know who you're talking to, or who you're aiming to work with, then you won't effectively be marketing yourself to reach that person. Your ideal client doesn't have to be the type of person you're currently working with either... you can make a switch to attract different people at any time! But do remember that normally, the person you attract, will come to you because of the whole package you present. If your company has values that don't align with your marketing, it will be noticeable, and you won't be attracting the people you want to be. Make sure everything matches up, and you'll be sure to find your people - let's dig in!
// 1. WHAT DO YOU DO?
In order to know who your ideal clients are, you need to know exactly what you're offering. Dig deep, and really get specific about what service or product you're giving and think about what gap it fills. For example, you might be a make up artist, but who are you working with, what type of make up are you doing. Are you working on fashion shoots, with brides, or alongside photographers for professional head shots? Find your niche, and your ideal client will be right there with you.
// 2. WHERE DO YOU WANT YOUR BUSINESS TO GO?
So you know what you do, but looking forward, how do you want your business to evolve? Will your current clients (or customers) help you get there? If not, think about why and what you can change to make it happen.
// 3. PICTURE THE FUTURE
Now that you know what you do, and where you want to go, think about the person that is going to be most attracted to your product or service, and whether they will help you reach your business goals. If you have a particular person in mind, then you've hit the jackpot, that's your ideal client!
// 4. BREAK IT DOWN
Lets get to know this person. Give them a name, think about their hobbies. Where do they shop. Do they exercise? What do they do with their leisure time? What online accounts are they following and engaging with? Craft a customer profile to detail all these characteristics. (Grab this worksheet to get started!)
// 5. REFINE
You've got a customer profile and an idea of your business goals, but what next? Step 5 is tying all those pieces together and working to ensure that you are implementing change. If you're current clients don't suit the direction you want your business to take, make steps towards attracting your ideal client. What can you change within your website, your social media or your work connections that will help you get there?