It’s possible to work with the best clients ever, but you’ve first got to define exactly who that person is.
I previewed this process in last week’s blog post, “How to Attract the ‘Best Client Ever,'” you practiced it using this free guide, and now it’s time for step two.
Where to actually attract the unicorn. Er… best client ever.
The most important question you’ll need to answer now is, “Where is your ideal client most likely to ENGAGE WITH YOU online?”
Not, “What platforms do they use?” Because most of us use multiple platforms every single day.
I’ve checked into Twitter, Facebook, LinkedIn, Instagram, Pinterest, and Medium so far today. And it’s not even 8am.
We need to get more specific than where they are. We need to identify where they’re most likely to engage with us.
DISCLAIMER: If you’re selling a product that’s super easy to purchase online with little-to-no customer service involved, this question might not matter as much to you.
Without direct customer service necessary, the engagement piece becomes less important. For you, it’ll be most important to get your product in front of people WHERE THEY’RE MOST LIKELY TO CLICK AND BUY. We’ll cover this in a later post.
Today, though, let’s stick with the people that have a product or service to sell that necessitates direct customer service in order for the customer to purchase.
Your ideal client has to trust you, the seller, before purchasing because their relationship with you is part of the deal, right?
If you suck as a person to deal with, your ideal client won’t find as much value in the thing you’re selling.
[bctt tweet=”If you suck as a person to deal with, your ideal client won’t find as much value in the thing you’re selling.” username=”britkolo”]
Therefore, we need to identify where our ideal client is most likely to engage with us online in order for them to know, like, and trust us enough to buy from us.
Here’s the overall list of where this place could be (not exclusive, but a great start):
- Your business website
- Facebook groups
- LinkedIn groups
- Medium, Reddit, other blogging platforms
From that list, where can you assume your ideal customer will engage
with you about the thing you sell?
If I’m a wedding photographer, my ideal client is a certain type of bride (that I fully defined using the Guide). She loves scrolling through Instagram and Pinterest for wedding ideas, but she’s most likely to have a conversation with me on Facebook, through Facebook Messenger, as it’s most convenient for her.
If I’m a financial advisor and my ideal client is a Millenial male with a full-time job and no investing experience, I can assume he’s using Twitter, Facebook, and LinkedIn regularly. But out of those three, I think he’ll be most apt to speak with me on LinkedIn, through LinkedIn messaging, as it’s the most professional platform he uses.
If I’m a web designer and my ideal client is a middle-aged woman that’s recently started her own side business, I can assume she’s utilizing Facebook, Instagram, and Pinterest regularly. But more importantly, I find that she’s most likely to engage with me directly through email, as it’s something she checks every day.
If you’re not sure…
If you’re not sure where your ideal client is most apt to engage with you online, here are some ways to find out:
- Experiment by reaching out to people similar to your ideal customer in different ways. If you know they’re using a few platforms regularly, try each of them out to see which one gets the most bites.
- Research user engagement rates by searching online. Be careful here, though – some data is outdated even when it shows up on the first page of Google search results. You may need to dig a bit to find what you’re looking for.
- Ask! Seek out someone similar to your ideal client and directly ask them about their experiences with engaging with people online.
While assumptions about your ideal client can get you far, at some point, you’ll have to truly find out for yourself where your ideal client wants to hear from you.
Experiment, research, and ask about their online activities to be sure you’re going in the right direction with your marketing strategy.
Okay, so now what?
Now that you’ve identified where your ideal client is most likely to engage with you online, you can begin developing a FOCUSED and DELIBERATE marketing strategy to optimize your presence in that ONE place.
Here I go again with cueing in on ONE thing.
I only do that because it works.
When you can stay focused on optimizing one thing, that effort is not wasted.
[bctt tweet=”When you can stay focused on optimizing one thing, that effort is not wasted.” username=”britkolo”]
You begin wasting time, effort, and money when you get distracted and try to optimize two things at once. This is when optimization turns into lack-luster semi-okay effort.
And I don’t know about you, but I am NOT out to build a lack-luster, semi-okay business.
Not even close.
Cue into that one place your ideal client is most apt to engage with you and build your marketing strategy from that spot on the map.
Learn all that you can about optimizing your presence THERE and begin taking steps to implementing that strategy.
If the strategy part is where you get stuck…
If the strategy part is where you get stuck, we should talk. I get on the phone with business owners, CEOs, marketing directors and sales agents every week to discuss developing a marketing strategy unique to their ideal client. I call this a JAM Session, it’s a 30-minute phone call, and it’s totally free.
Don’t get stuck on strategy anymore. Request your JAM Session now.