Every time I meet with a client, I ask the same questions, not for lack of creativity but because I like starting from the basics of business planning. I prefer walking through the different sections of their plan identifying weaknesses, windows of opportunity, and growth. Generally, my clients tend to know what their market is with confidence, start having problems figuring out what makes them stand out from the competition, and by the time they try to answer who their ideal client is, they are already stressed out.
The most important part of marketing is knowing who your ideal client is, identifying the key components of the buyer persona sets the foundation for a solid strategy for engaging with customers, growing audiences, ads placements, and overall have a better conversion rate.
Make an Ideal Client Profile
Maybe you don’t remember, but my background is in national security, and one of the classes I remember the most is profiling. That is, extracting information about a person based on known traits or tendencies for a specific purpose, in marketing making an ideal client profile will help you focus on selecting or designing products and services to suit the needs of your target customers.
Make a spreadsheet including as much information as possible for every product and service that you offer
- Background: job, career path, family
- Demographics: gender, age, income, location
- Identifiers: communication preferences
- Goals: strive in life, have a side business, parenting
- Challenges: problems and obstacles that stop your client to reach goals
After doing all that, you might ask, why on earth did you spend so many hours filling that spreadsheet, right? Well, for instance, to know what channels to use and to place ads that convert.
The importance of knowing your client
Have you heard the saying barking at the wrong tree? Well, that is exactly what happens when you don’t know your audience and you keep posting non-stop.
Instead of stressing out because you don’t post daily or the number of likes doesn’t increase in a week, focus your attention on planning your content accordingly, that is, with your ideal client in mind.
Sending the right message
Think about an image that will make your audience feel an emotion, could be funny, dramatic, delicious, or just an everyday thing. The image has to resonate and connect, like “yeah, that’s me!” or “ha! that happens a lot”, or “tell me about it, I live with that every day” or “yum”
You can create great Facebook Post Templates with Canva, like this one, which definitely makes your audience gain some pounds just by looking at the panna cotta!
Make your client be curious about your offer, use keywords that resonate with your audience, or related to your product. Remember: you want to convert that like, heart, or follow into revenue.
In a nutshell, use messages that are informative and provocative for each one of your audiences.
You can get try Canva Pro today and get all the cool tricks they have to make your posts stand out
Use polls to know more about your audience
Polls have unique advantages when it comes to learning about your audience. Asking the right questions will point you in the right direction especially if you are creative.
Create colorful specific polls, like this:
Social media is great for people to express their thoughts, use it in your favor by creating polls for learning more about your client’s likes and dislikes.
If you are using social media channels, avoid a form that opens a new window, sending your client away.
I took these polls from an entrepreneur group on Facebook, the purple one, which had 143 “hands up” with the audience engaging among themselves, and asking more questions. The survey, on the other hand, is a mystery to all…
For a poll to be engaging, you need to keep three elements in mind:
- Keep it relevant. Topics need to be of interest so they can engage, avoid repeating the poll over and over again because there weren’t enough answers.
- Keep it up-to-date. Topics have to be related to something that is happening in the near future, a week a the most
- Keep it simple. Use emojis for your client to answer the question, remember that social media rules mobiles and tablets.
Track responses and use the information on your next digital strategy, you’ll discover new features on the same audience you didn’t know before.
Send an email to your clients
Reach out to your clients and directly ask about likes, wants, and needs.
Avoid boring newsletters and worldly paragraphs, increase opening rates with professional-looking emails. Take advantage of templates and just schedule emails to your segment list.
You could try Constant Contact, they have an easy to use drag and drop editor that saves you tons of time, because when you are a business mom, what you need is practical tools that help your business, you don’t have time to take 30 minutes tutorials learning how to make an email campaign, right?
If you want to save time and money, try Constant Contact’s easy-to-use email marketing with free, award-winning support. Take advantage of a 60-day free trial that has right now.