How do you attract the right type of clients to your business?
Posted on 7th January 2021 at 11:30
You know, clients you actually like and want to work with!
Getting the right type of clients on a consistent basis is critical to the long-term success of your business.
Here we've outlined a proven framework that will get the right type of clients to your business on a consistent basis.
Know your ideal client
This seems pretty obvious, but you’d be surprised how few companies actually spend time on this critical first step.
There’s no way to effectively target your marketing efforts until you know who you’re trying to attract to your business. The clearer you are on who your ideal client is, the more targeted and more effective your marketing...and the lower your acquisition costs!
As a start point, think about who you currently do business with. Can they be segmented into specific groups? Which groups bring you the most revenue? Which clients stay with you longest, return more frequently, or spend more money? Who do you and your people like dealing with?
You may need to put in a little bit of work, but clearly identifying your ideal client will put you further ahead than most of your competition.
Really understand their pain
This isn't about you.
Your marketing messages should be about their challenges and pains, and how your solution can help them.
Do your research. Ask your people. Ask your existing clients.
Key questions to ask are; What are they most concerned about? What keeps them awake at night? What are they striving to achieve? What’s been holding them back? What have they tried before that hasn’t worked?
Gather information from online forums they access, publications they feature in, groups they belong to, or websites they frequent? What kind of questions are they asking? What issues are they raising? What frustrates them? What do they consider good and poor service? What needs do they have that are not currently being satisfied?
Be clear on the value you add
What do you offer that can help them overcome their challenges or solve their problems?
You need to demonstrate the value your solution or product can add to their business.
What is it you do better than anyone else? Why should your ideal client buy from you and not a competitor? What benefits would having your product or service bring to their business?
Again, don’t just ask your people. Ask your existing clients. Particularly those that match your ideal client profile.
Position yourself as the answer
Structure and present your marketing messages to position yourself as the answer to their prayers.
Client case studies and testimonials are a powerful way to demonstrate how your service is helping similar businesses overcome the same challenges.
If you don’t have access to case studies or testimonials, then clearly set out the key challenges and pains they have, show how your service can alleviate these, and highlight the benefits they’ll get from using your product or service.
Go to where they live
This is where you’ll really need to access your research skills.
You know your ideal client, now you just need to find where they hang out.
If you’ve followed the earlier steps you should already have a lot of the work for this done. You should know the main forums, publications, groups, and websites your ideal clients use.
Now you need to plan how you’re going to use this information to start a dialogue.
Test your communications
You're not going to get this right straight out the gate.
But don’t worry. Mistakes are rarely terminal, and testing is your friend.
Don’t assume that your current preferred method of communicating is best. Test different channels; email, direct mail, phone, etc. Test different messages. Test everything!
The need to continually test your marketing and messaging is a mindset you should adopt today.
The only way to know what works is to test your communications, measure the results, evolve accordingly, and test again.
Good marketers see this as a never-ending and necessary cycle.
It’s 2021, personalisation is non-negotiable
Generic broadcast communication isn’t gonna cut it anymore.
Business is about people, so you need to speak to people on a personal level about the pains and challenges they’re facing.
It may take more time, thought, and effort to do this, but the relationship building payoff will be huge.
Always have a call to action
Tell your target audience what you want them to do after your communication.
Should they email or phone you? Fill out an online form? Or is there some other action you want them to take?
Don’t assume people will know.
And to increase effectiveness, try to only have one call to action per communication. Make it easy for them to know what to do. You should be testing different calls to action in your marketing anyway.
Pro tip: Adopting a call to action mindset, for every communication, will force you to develop proactive, goal-orientated communication
What’s your follow up plan?
It’s unlikely you’ll get your ideal client to join your business from the first contact.
If you’ve really nailed the previous steps, you should find a small percentage of prospects that are ‘ready to buy’ now. But don’t build your business on this.
Instead, expect that you’ll need to communicate with them multiple times using a variety of methods and channels. That’s why you need to plan for this.
GDPR compliance notwithstanding, you need to outline the first few communication pieces and contact points you want to have in order to move your target audience from ‘indifferent’ to ‘interested’, to ‘need to contact you today’.
Don’t overcomplicate things
You're not building a complex marketing funnel. Keep it simple and refine as you go.
Think about how a conversation with your ideal client might go if you met at a function or networking event.
There would be questions, rapport building, and a natural progression towards making your offer. If it was appropriate. You wouldn’t shake hands and pitch them your offer right off the bat!
The same things apply when using email, direct mail, social media, etc. Except you need to be more interesting and compelling because you’re not in the same room...
And it will probably take a bit longer.
This is a basic but effective framework for attracting more of the right type of clients to your business. Applying any of the above to your current processes will have an immediate and positive effect on your marketing efforts.
Tagged as: Best Clients
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