Working on your ideal client profile and getting it right will impact your business greatly as you will know exactly who you need to talk to when promoting your business.
The concept of the ideal client is to have a resemblance of a real person, you know everything about them. It’s almost as if they are your best friend. I often find our ideal clients also share similar traits to ourselves and that is totally ok but understanding what those traits are and outlining them will help you find more people like you.
Imagine this you have just moved to another state, a new town and a load of fresh faces yet to meet. Seeking out new friends and companions is usually the first thing you set out to do. But where do you start? You know what you like and dislike, right?
Ok so here is the thing – you are in that same situation, except your audience could be bigger than just one town. And you want to attract these people to your business. Which means you need to know them like you know your best friend.
10 Facts you need to know about your Ideal Client
Knowing how old your audience is, is a way for you to find out how to communicate with them. If you are talking to 18-year-olds it is far different than talking to people in their 50’s. Most people have a small window age set for their ideal client.
For example, my ideal clients are 28-38 year olds.
If you can narrow the age bracket down to a small group you can really pinpoint the language and imagery used to promote your products. Plus if you can make it sit nicely in Facebook ad targeting in the specific age brackets it’s a win.
Did you know that depending on your niche and who your audience is, there are different price points for running ads on Facebook?
What do your ideal clients do for a living? Are they mums who take care of kids at home, are they a young 20 somethings trying to start a business for the first time and work part-time jobs, are they a corporate executive?
Knowing what your ideal client does for a job tells you a lot about them. One where they go to work, the mums obviously stay at home but the probably also go to local parks, libraries and schools. While on the other hand the corporate executive, goes to their office block, perhaps goes to the snazzy cafe at the bottom of the building or pops over to the next block to do some retail therapy.
Understanding what they do for a living and what they may likely do in that time that they are at work is really important. Each window of time that they have ‘not working’ you can pop up and remind them of your business.
Which then brings me to the next point
Are your ideal clients making a decent salary and can they afford your product and services? Is the overall household income spent on luxury items or is it getting invested? Exactly how much do they make?
How people spend money reflects how much people make. Someone on $50K who contributes to a household income total of $70K, is most likely supporting their partner. While someone who is making $40K and is contributing to a household income of $110K is far different. There are so many variables that also affect how they spend their money, which I will outline shortly. But knowing that each person has the income to afford your products and services is really important for the success of your business.
This is a big factor. The needs of a single person are very different to someone that is in a relationship, married or has a family of four. Considering the family status of your ideal client will open up doors for you to be able to relate to them more. This will be applied when you communicate with them, the price point of your products and to reach them.
OWN OR RENT
Identifying if someone is renting or owns their residence can mean a few things. Someone who is renting, might be looking for a place to buy, or perhaps they love to move around or even that is all that they can afford. None of this is bad it just helps you relate to them. Maybe your ideal client owns their house, but are they paying a mortgage, what are there mortgage payments, do they own multiple houses, do they own their house outright?
WHERE THEY LIVE
If you are a brick and mortar business with a shop front, you want your ideal clients to live within a certain radius of your shop. Meanwhile, someone who is selling retail online might be only focused on selling in one particular country due to postage. Then you could also be offering a service that can be used all over the world. SO then you need to think about do they live in a city, a small town, or even a rural setting. Do they live in an upmarket suburb of the next city over?
When it comes to targeting ads, you need to know these people and how to talk to them obviously but running a Facebook ad for example and using a target of specific places will help boost your business in those areas.
WHERE THEY SPEND THEIR TIME
Ok, you have thought about what your ideal client does for a job and the other social factors. Now it’s time to explore what they do each day. I am going to run through an example for you of a corporate executive who lives in a Brisbane, Australia. I have to be a little more specific here because a corporate executive in Australia is far different from one that lives in New York.
The life of the corporate executive: They wake up in the morning in their awesome inner city refurbished Queenslander, I am going to assume they have a family. Morning time is with the family, weaving amongst each other planning for the day ahead, lunches are getting made, perhaps the news is on either the radio or the TV. They check their phone whilst eating breakfast to catch up on overnight events. They drive to work as they have a dedicated car space just for them, they possibly also drop kids off. In the car either the radio is on for the kids then its flicked over to a podcast episode they have been dying to listen to since last week. Arrive at the office to then seek out the best coffee on the block and get their desk. Lunch could possibly be a date out with a girlfriend at a snazzy restaurant or picking up a new handbag because they have walked past for two weeks and now can’t live without it. Then back to the office to finish up the day. Drive home via the gym. Dinner is on the table and everyone sits around, kids go off to bed and then it might be some light reading on their iPad or book. A tv show snuggled up with their partner, definitely a glass of wine, ready to go back to work the next day.
Can you see where they spend their time?
Home, driving their car in the inner city, around the shops and restaurants in the inner city, at the gym, in front of the telly and iPad. These are all places someone could be there to remind them about a product or service.
LEVEL OF TECH SKILLS
In this crazy modern life are you keeping up? I want to share something with you that someone told me and it put a smile on my face. A person over 35 is more likely to scroll through their phone much slower than someone who is in their early twenties. People who are over 35 have not grown up with phones, they still read things at face value, so when they are scrolling, they are still observing and consuming content. Yet a 20-year-old is scrolling like a maniac through their phone so fast, it’s a wonder they can actually see what is on their screen. But you get my point, right?
What you looking for here is are your ideal clients using modern technology- what platforms do they use, are they laptop people, iPad people or do they live off their phone? How savvy are they when it comes to programs and apps? Are they consuming content or are they scrolling like a wild person?
LEVEL OF SOCIAL MEDIA USE
Just about everyone is on at least one platform of social media. Which platform do they use or lean towards, how frequently do they use it. Are they on Facebook for 2-3 hours a day or is it only 20minutes a day? Are they engaging with others through that platform or are they just an observer?
PROBLEMS THEY HAVE
Each day all of us are faced with small problems. It can range from running out of coffee, a stain on your shirt, how to create a website, where is my closest atm or even feeling overwhelmed by the daily grind of your job.
We all have little problems that need solving. And your job is to identify the problems of your ideal client. What are they experiencing day to day that you can help them with?
Perhaps write down a scenario of what your ideal client does each day and think of some of the things that could happen or be an issue for them. Part of my ideal client’s problems is having structure around the way they create content, so I create articles to help them and provide worksheets and templates.
If you want to explore more about your ideal client then download my Ideal Client Workbook which has a printable avatar that you can hang on the wall.