Now that we have covered how to identify your ideal clients, as well as a couple examples of ideal client profiles, let’s get into ways to actually start reaching those ideal clients that will move your business forward.
The business owners who see lasting success are the ones who know who their ideal client is and have a plan for engaging with them and marketing to them consistently.
If you’re still not convinced that narrowing your focus and identifying an ideal client profile is one of the most effective ways to market strategically, remember that when you try to market to everyone, you market to no one. When you cast such a broad net thinking that you will catch more fish, the opposite actually ends up happening. Your lack of clarity and focus leads to wasted time, money, and energy.
The 4 basic steps to marketing to your ideal clients are:
- Identify Your Ideal Clients
- Figure out the problems and pains they face
- Develop a solution to solve those problems
- Effective communication that builds trust with those ideal clients
When you tailor your message to solve a specific problem (or set of problems) for a defined target market, you are able to speak directly to those people who need their problems solved.
The right prospects will start to see that value that you can provide to them, which in turn makes your services less about price and more about how you help them solve their problems.
And nearly every contractor I know would rather differentiate on value rather than price.
Here are some questions to consider about your target market:
- Where do they spend their time – online and offline?
- How do they make decisions?
- What factors do they consider before making a decision?
- Whom do they consult before making decisions?
- What’s most important to them?
- What do they read, listen to, watch?
- How do they think about how the world operates?
- What problems or pain points are they facing?
- Where do they struggle to take action due to lack of information?
Once you identify the problems your target market has, get to work on packaging your services and crafting your message in a way that makes you the clear solution to their problems. A key here is to not focus too much on the details – just focus on results. If some people or businesses ask you about the details, of course you can explain the details or give them more information, but most people are just concerned with results.
Here’s a simplified version of how that conversation or your marketing message will sound:
‘We understand you are currently struggling with X problem. We have Y solution that specifically solves that problem, which saves/makes you time/money/resources. We’re experts at solving this problem for people like you. Here is what it costs. Here’s how to get started.’
There is so much packed into a 3-line statement like this:
- You are establishing yourself as a smart person who understands their problem
- You are establishing yourself as an expert who can solve their problem
- You are differentiating yourself from the generalists who may also solve that problem, but probably not as well as you, because you specialize in it
- This is a simple and direct way of presenting your solution that very few of your competitors are doing
Your communication methods will be specific to your industry and particular market. This type of message and presentation can be baked into your sales literature, your face to face meetings, the way you describe what you do, your website, your advertising, the conversations you have at industry events, and so on.
An additional benefit of focused messaging like this is what I call referability, which I’ll discuss in an upcoming post.
This all may seem a bit daunting, and a bit limiting. Just remember it’s an ongoing process for every business. You will constantly tweak this as your market changes, the problems in your industry evolve, and as you learn more about your ideal clients.
This is one strategy that really helps to give you focus in your marketing and business development efforts. Focus is one of the keys to differentiation.
Contact us and we can help you answer those questions.