Business success isn’t all about the products or services you provide; it’s also about the ideal client you work with. As women in business, understanding the importance of identifying and connecting with your ideal client is essential for your business growth.
Knowing your ideal client impacts everything from what you offer and how you deliver to creating effective marketing campaigns.
Many business owners make the mistake of thinking of their clients as a number or a demographic rather than a human connection. When you don’t get to know and understand the who, what, why, when, where, and how of your ideal client, you won’t attract the right audience.
The power of knowing your ideal client
When you fully understand your target audience, you can speak to their heart and tailor your products or services to meet their specific needs. This establishes a deeper connection, and your clients become your cheerleaders.
WHO – it’s hard to hear sometimes, but what you offer isn’t suitable for everyone. When you try to market your products or services without a clear definition of your WHO, then you’re shouting into a void and not connecting with anyone in particular. Who do you love helping? Who do you enjoy working with? Who would benefit the most from what you provide?
WHAT – once you know who your ideal client is you can begin to create services that are niched (specific) to provide exactly what your audience wants. What do people ask you for the most? What are the most frequently asked questions you receive, and how can you turn your answers into a relatable product or service? What answers are your clients looking for?
WHY – who you work with and what they want is important, but you’ll struggle to sell if you can’t connect with why you are offering these things. Why did you start your business? Why are you passionate about what you offer? Why should your ideal client buy from you?
WHEN – timing can be everything when it comes to working with and finding your ideal client. Understanding how they think, feel, and behave will give you an insight into when the time is right. If your target audience is mums with school-age children, you might not choose to pitch a new service during the school holidays when your clients’ attention might be elsewhere.
WHERE – once you begin to understand your target audience, you will figure out where to connect with them. Are they on Facebook, Instagram, or LinkedIn? Do they attend in-person networking events or prefer online networks? To discover the answers to these questions and more, you can simply ask them. Choose one person you already work with who you would consider an ideal client and quiz them on where they ‘hang out’.
HOW – when you connect with your ideal client, you will begin to understand how they think, how they operate on a daily basis, and how they invest.
Discovering your ideal client
Finding your ideal client involves some detective work. You may need to research, use market analysis, create surveys using SurveyMonkey (a free survey platform), or review your current clients.
Although you don’t want to think of your clients as a statistic, it can help you discover who to work with by answering a few questions such as age, gender, income, location, family situation, core values, interests, challenges, and preferences.
Getting feedback from everyone you work with will also help you establish your ideal client. Ask them why they chose you and your business. Ask them to submit a testimonial video, which often reaps the most authentic response.
Dig deeper into who you work with:
- What problems do they struggle with?
- What solutions are they searching for?
Now dig even deeper and get more specific.
For example: Sally is in her late thirties, has two small children, struggles with self-doubt and prioritising her self-care, and is feeling burnt out by juggling home, kids, business, and marketing (problem). She wants to feel more confident in her business and find a way to work around her family, offering her some time out for self-care (solution).
Dig deeper – Sally has fibromyalgia, and the overwhelm she feels alongside feeling burnt out comes from a hidden disability that she rarely talks about outside her close friendship group.
What Sally needs is a coach who works holistically and understands hidden disabilities. She will connect with someone who understands how she feels on the good and bad days and can help her navigate both.
When you truly understand your ideal client and can connect with them on this deeper level, you will build a positive audience that keeps coming back for more.
Nurture existing client relationships
While attracting new clients is important, you must also ensure you are nurturing those established relationships. Clients who have been with you for years might not need you as much as new clients, but they still deserve value for their loyalty.
Keep in touch with regular communication and personalise interactions with them through targeted email campaigns or special offers for VIPs. Go above and beyond when you deliver your products or services so they continue to stick by you and also shout about you to their friends.
Revisit your ideal client review regularly!
We all know how businesses can change or move direction over time. This is why it’s important to keep revisiting your ideal client avatar and tweak it where necessary.
Add a quarterly review to your business calendar and do an exercise that allows you to refine and realign your strategies to changes or new trends. Doing this exercise will also help you stay responsive to your client’s evolving needs.
Understanding your ideal client isn’t just a box to check; it’s vital for building business success. Think of your ideal client work as the foundation of your business. Once you pin down who your target audience is, you can build effective marketing campaigns and create sustained business growth.
Want to find out more about understanding your ideal client?
When you know your ideal client or customer, your marketing results improve considerably, and as a result, you will attract more of the clients and customers you want to be working with.
Join us on Thursday 1st February, for the Socially Shared Solihull session. Our guest speaker, Karen Heap, will explain the key reasons why you should know your ideal client, how you can get to know them better, and the benefits of doing so.
Qualified and experienced business development specialist Karen Heap will also be sharing top tips and tools that have been proven to work time and time again.
Tickets are available here: https://sociallyshared.co.uk/events/#!event/2024/2/1/socially-shared-solihull-know-your-ideal-client
Feel Supported in Your Business with Socially Shared
Interested in joining the Socially Shared Women’s Business Support Network? Our affordable annual membership is £99 and includes many benefits to help your business thrive. Find out more via our website.
What does the membership include?
- Online Business Surgery
- Members-only free events
- Online business listing
- 2 free guest passes
- Discounted tickets
- Unlimited event listings
- Guest blog opportunities
- Quarterly newsletter
- Speaking opportunities
- Social events
“By far the best networking group I’ve been to. Expertly organised, incredibly friendly group with genuine support and the leaders are very well connected in the local business world with heaps of experience. Socially Shared is totally different from other networking groups I’ve attended; its whole ethos centres around LEARNING while networking and each session has a themed business topic like ‘knowing your customer’ ‘blog writing’ ‘time management’ etc. which are really useful with a handy worksheet with all the tips to take away.” – Stephanie Rix, Life’s Work Consulting