The most fundamental knowledge you need to have in your business is knowing everything about your ideal client. However, many entrepreneurs fail to have an ideal client profile for their brands.
Your ideal client will determine your business model, your messaging, and every decision you make in your business.
Should you be on TikTok? Write three blog posts in a week or just one blog post per month? Should you present at events or do webinars?
The answer to all these questions is fully dependant on your ideal client.
Next time you’re struggling with knowing your next steps, instead of taking advice from people who are not your ideal client, go back to your profile and determine whether your decision will fit the profile.
Who is an Ideal Client?
Simply put an ideal client is a type of person with specific characteristics and in need of your offers.
It’s the type of person that can become a loyal user, a raving fan, and will see the value of what you offer.
It’s not the neighbor across the street, but a group of people with homogenous characteristics and your neighbor may fall into that group.
To define your ideal client, you create a profile that highlights the different specific characteristics of the group.
Why is it Important to Create an Ideal Client Profile?
Creating your ideal client profile helps you recognize what type of person will better connect with your brand and content.
If you’re putting content out there, wasting money on ads, and hearing crickets, then it’s probably because you don’t have a full grasp of who your ideal client is.
By identifying and defining your ideal client profile you’re able to:
- Maximize your resources by targeting the type of people that will convert better
- Create targeted messaging that speaks specifically to their problems and beliefs
- Develop offers and a business model that fits their need
- Filter out clients that will only cost you resources with no return
Understanding Market Segmentation
Creating an ideal client profile means segmenting the target market. A target market is the broad pool of people that need the solution you offer, but not necessarily your specific offer.
For example, every business owner needs an accountant. But, not every business owner will want to buy your specific package, agree with your approach, or like the way you are of service.
Your ideal client, in turn, has specific characteristics that will attract them to your specific offer. How you determine those characteristics is called segmentation.
Segmenting is necessary when you follow a niche marketing strategy.
Through segmenting you can define your ideal client profile and determine your niche market.
Segmentation happens through determining and combining the following characteristics:
- Geographical characteristics
- Demographic characteristics
- Psychographic characteristics
- Behavioral characteristics
- Occasional behavior (i.e. leisure or business)
- Sought-after benefits
- Usage status (i.e. new user, one-time use, etc.)
- Usage frequency (heavy user, light user, etc.)
- Brand loyalty
How Do You Determine Your Ideal Client Profile?
These 3 steps will guide in how to create your ideal client profile so you can be more effective and efficient with your marketing effort.
Step 1: Identify who your ideal client should be
When we start our business we have a fair idea of who we want to serve.
To determine your ideal client, you want to identify your target market first. This is the big pool of people that has a problem and can use your solution.
Once you know your target market you want to get a bit more specific by identifying the type of people you feel passionate about helping and supporting.
Use the segmentation criteria above to have a broad idea of their characteristic. No need to go into all the details, it’s just so you have a general idea.
Step 2. Research Your Ideal Client
Now that you have a general idea of who your ideal client is, you want to research them so you can get a more specific profile.
This is the cool and fun part because here is where we’ll get to do a deep-dive into their life and know their deepest desires.
You want to know what they like and dislike? Who’s their momma and who’s their papa? The more you know about them the better you can serve them.
Taking time to do the research is the most important element when you want to learn how to create your ideal client profile. Step 1 helped you get a bigger picture of your ideal client and that is going to be the starting point of your research.
Based on that bigger picture you have an idea of where you can reach them and what questions to ask. This is trial and error because if you’ren to getting feedback that means your bigger picture isn’t correct and you need to try again.
The best way to learn about your consumers is to talk to your consumers directly and analyze their conscious and unconscious behaviour.
A few tactics to reach and engage to gather data are:
- Check the question and interactions in specific Facebook groups.
- Analyze the content and engagement on the social media profile if industry leaders
- Attend an event, if possible, where you think your ideal client may be and examine their behavior
- Use statistical data from trusted resources (f.e, from a Central Statistic Office)
- If you have a following already, use your Instagram Stories with the poll or question sticker to ask your questions and gather data
It’s important to determine the reachability and profitability of your ideal client. If you can reach them or they don’t have the means to pay you, then it’s going to be really difficult to sell to them.
Step 3. Create your ideal client profile
Once you know your ideal client inside and out, based on the data in step 2, it’s time to define them.
Your ideal client becomes a person with a name, age, job, and a story.
You want to write down all the things they like. The things that make them giggle and those life events that make them frown. What do they consider important in life and how do they see themselves?
Be realistic and factual. It’s not about how you would like them to be, but how they truly are!
To help you out, download the ideal client profile template and jot down everything you know about your ideal client.
Make sure to include a story of them so you can feel who they are and the life they live.
For example: Jessica is an ambitious 26-year old Marketing Strategist living in San Fransico. She is independent, kind, responsible, and down to earth. She works hard and she doesn’t have much social life, but building her career is important to her. She quit her job just 3 months ago and is overwhelmed with everything that takes to build a profitable business. However, she is determined, and with the help of her husband, she is making some progress…
Jessica the city girl will now become the blueprint of your brand strategy. Every word you write and every picture you snap is about Jessica.
This whole cycle shouldn’t take you longer than one month.
After creating your ideal client profile it’s time to test the market. Gather real-market insight to determine whether the data on your ideal client profile is correct or if something needs to change. Take approximately 2-3 months to gather enough data and draw an accurate conclusion.
You need to create the perfect synergy between your ideal client, your business model, and the thing you offer. That may require a few rounds of alterations to get it “perfectly”.