What did you do to work out exactly who your ideal client is and what their drivers are?
Here’s a great way of defining your client here at Strategyzer.com, using their Value Proposition Canvas
They freely share their IP and you can get the pdf. off their website
If you don’t know exactly who your client is, then you are quite literally marketing your business with one hand tied behind your back.
You may have heard the saying “if you’re marketing to everybody you’re marketing to nobody” and it’s never been more true than in today’s marketplace.
One of my clients has three areas they’ve decided to concentrate on, and they’ve chosen to focus on one of those particular ‘ideal’ client types first for all their marketing efforts.
They’ve gone on to build a much more detailed avatar (or living and breathing descriptive of this person) and with this information they’ve been able to develop specific marketing strategies to engage in a way that this potential client wants to be engaged with So, once you have this information (and this really is the ABC Ladybird book version of marketing), then you can decide what marketing pillars to use.
Use this to build up two or three pictures of exactly who your targeting and work out how best to communicate with them, what they care about and where they are.
Once you’ve done this you should be able to start educating them about what you do (notice I said educating) it’s important, especially today that you help your potential clients to make decisions, most people read around a subject they’re interested in before making a decision.
They also look to see what other people are saying and who they’re saying it about, so make sure it’s your material they’re reading and your testimonials.
By Alan Adams
