Let me take you through a typical prototype journey that your ideal client goes through.
Imagine you are planning a destination wedding for yourself in Hawaii. You have made up your mind about everything from the perfect designer gown, menu, the music, and you want to find the photographer who will perfectly capture on your big day on the beach.
No matter what your “project” or challenge, You’re going to search and evaluate every vendor based on these specific requirements. Ultimately, you’ll interview and hire the provider that matches your specific needs the most.
Can you see how your preferences and likes make you the ideal client of so many businesses?
Whether it’s the caterer that serves the best Hawaiian cuisine on weddings, the designer who exclusively makes wedding gowns, and a photographer specializing in beach wedding coverage. All of these businesses will provide perfect solutions to what you want.
You won’t mind paying a higher rate for these services because they are experts in their niches.
That’s how the equation of a business with its star clients goes. Each business model is providing the right kind of product/ service to a specific type of customer.
The owner of that business is probably already aware of what his best customers would be like. Still, attracting the perfect clients without being too promotional seems daunting.
The vital aspect of marketing today is identifying and nurturing the ideal customers. As a generalist, you might have already realized who doesn’t fall into your ideal client’s category.
How to Attract Your Ideal Client
Who doesn’t want the ideal clients who bring a significant chunk of revenue, making your venture a successful one? Let’s see how the net is cast for these clients:
Determine who are your ideal customers
The first step is to narrow down the characteristics you want to attract your ideal customer. Conduct polls and design particular sessions via social media to gather data about your customer’s habits and preferences. Also, keep a vigilant eye on your competitors. The kind of clients they have will tell you a lot about yours.
List down the following characteristics about your buyers to help segment them:
- What do they mostly talk about?
- Who are their friends?
- Are there qualities that make them unique?
- What ethics do they possess?
- How are they thinking their problems are solved?
- Which products are they interested in buying?
Based on these traits, create and understand the buyer persona for your brand. A buyer’s persona is a fictional client representing all qualities of what an ideal customer would possess. It helps you attract the best client via goal-driven strategies.
The DemandGen Report revealed that buyer personas for Intel helped meet campaign benchmarks by 75%.
Focus on a specific niche
Ever heard the famous quote, “riches are in the niches?“
There are several benefits to limiting your services to targeting a specific set of buyers. Firstly, you can charge premium rates as you are an expert in that particular niche.
Secondly, it is much easier to market a niche-specific business, as you simply know who you need to promote your services.
In addition to it, the competition for a general business that encompasses a broader service range is much higher. It is advisable to pick up a niche in which you excel. Something out of your comfort zone will make it harder to build a reputation.
Here’s an example of a digital marketing agency that knows their niche.
Inflow is a Denver based eCommerce marketing agency. Their ideal clients are mid-market retailers looking to escalate their sales through Digital Marketing. The company focuses on the eCommerce niche and hence has the right tools to manage their client’s website optimization.
In this way, they become a go-to solution for Denver based eCommerce businesses.
Lay the foundation by building trust to attract ideal customers
In the words of Shiv Singh, the purpose of a business is to make a customer that further creates customers.
How can this be achieved? Through reviews of satisfied customers.
It is human psychology that we prefer buying a product after hearing or reading positive reviews about it. Brands use these reviews to build trust in their target audience.
Bn3th is a brand selling high-quality, comfortable briefs. On their homepage, they have put up real reviews of happy customers who love their product and their customer service as well.
Establishing authority by publishing persona-based content
Creating a blog that wins clients is a bull’s eye strategy in terms of marketing. Crafting persona-based content will cater directly to your ideal customers’ needs and interests, as a result of which they will consider you the right person with the right solutions.
According to Capterra, while targeting cold leads, content based on buyer personas helps increase the engagements up to six times (from a mere 10% to a whopping 58%)
Your portrayal should always echo the ethics that your target clients hold. Once they feel that their ethical values are translated into the content, you are publishing, and even mid-range customers will turn into star customers.
Don’t try to please everyone.
Don’t be afraid to exclude certain customers from your priority list. Your goal is to attract ideal clients, so don’t waste time, resources, and efforts to please anyone who does not fall into this category.
You might feel a bit selfish here, but it is ok to burn a few bridges if the goal is to work with the best. Be honest with yourself when you work on determining what qualities you don’t want in a customer.
A wellness writer based in Richmond is probably the best person to write content for a holistic medicine brand in Virginia. She doesn’t need to please a low-paying client in Florida who asks her to write on digital marketing topics.
What’s a red velvet rope policy and how to create it?
Michael Port used the term ‘red velvet rope policy’ to explain the phenomenon of applying filters to block out any other customers who are not “ideal clients.”
It refers to how special events, only invited, exclusive guests, are allowed to go across the red rope. Developing a red velvet rope policy clearly states that not everyone can be your client. In this way, you will be able to work with only the best clients, making a higher revenue.
If you place the red velvet rope from the initial days of your business launch, it would be even better as that way; you don’t need to worry about filtering out current customers.
Offer freebie that is valuable for your clients
Give away something for free that your ideal client may found highly valuable. It may be a free resource like an ebook to learn an aspect of your service or a guide to solving a particular problem. It can also be a free product if the client orders a certain amount of time.
As per the finding of ITSMA, a buyer’s likeliness to consider a solution provider increases by 48% if the solution provider addresses a specific issue in a personalized manner.
A brand that promptly responds to customer queries and comments is just priceless (read; highly valuable)
A personalized response is a client magnet, as every customer likes to be dealt with in a human manner. ‘No response’ may drift the dream client away. Take, for instance, Aldo, the globally recognized fashion footwear brand. They never fail to respond to even the most trivial queries.
Generate leads via personalized email newsletters
According to MLT, using buyer personas in an email campaign significantly improved the open rate by two times and clickthrough rate by five times.
Airbnb has a remarkable way to turn leads into ideal clients by sending email newsletters powered with attractively highlighting destinations. They promote listings that either conform to the buyer’s preference, or the ones in which y may have shown interest, but opted something else instead. As Seth Godin suggests, don’t find customers for your products and find products for your customers.
The power of an active social media presence
Social media is a compelling tool when it comes to fishing the right clients for your business. It is advised to be very active on the platforms where your ideal customers hang out the most.
Ads on social media feeds also perform very well if targeted to a defined audience, as it is the relevancy that matters to the algorithms.
Turns out that finding the right clients and attracting them to choose you is not rocket science, after all. It is a matter of hitting the iron when it is hot so that when your ideal clients are having an issue or searching something, you are the one that comes to them with a solution.
It isn’t necessary to stick to the same personas as they regularly get updated. Plus, you can always bend your policies to adjust a different kind of persona to keep your business running smoothly.