Identifying your ideal client is a great starting point when building a lead generation strategy. Start with developing profiles that include as many demographics as you can.
There are really two goals here:
- You need to understand who your client is so that you can speak to that person in your marketing.
- You need to be able to target them when purchasing lists or on platforms like Facebook.
Try to get the following demographic information:
- How old? (This can be a range)
- What gender? (Could be both)
- Yearly income? (Can they afford your services/product?)
- What hobbies? (What do they like to do? Can this be a way to connect with your client?)
- What magazines do they like to read?
Now start to consider the hobbies, magazines, blogs and other articles that they read. What are they reading? What does that tell you about your client?
Start looking at the magazines/blogs and other articles. What kind of content is your ideal client reading? What headlines seem effective? What about the writing style? Is it direct and to the point or longer and descriptive?
The Psychology of Your Ideal Client
You need to know more than demographics. You need to understand how your ideal client identifies with your business. When they like a post, share a post or ask for more information, they are telling you who they want to be. Your business solves a problem about their identity and lets them express how they view themselves and how they want to be seen. If you find this difficult, one place to start is with yourself.
Why do You Buy?
- You buy food to eat, but the kind of food you buy and where you shop tells us a lot about who you want to be.
- Do you shop for clothes at the local Walmart or mall? What does this say about who you are. Walmart might suggest that you view yourself as thrifty while the mall suggests that you appreciate fashion and want to dress well.
- What products or services do you share on Facebook? What does this say about how you view yourself or about how you want other people to view you?
Consider the real service you offer with your business.
- Insurance agents sell peace of mind. Because I know that my family is taken care of if something happens to me, I sleep better at night.
- Business consultants sell success. Even if we’re already quite successful, we can always be more successful.
What is the real service that you provide? You may be so close to your business that it is difficult to understand. Take some time and consider it carefully.
Your lead generation tactics will improve if you learn how we’re wired as humans. The human brain is complex and has a number of drives. At the core, the brain focuses on staying safe and procreating. These are very powerful drives. From my perspective, success is driven by both safety and procreation. The more successful we are, the more walls we can put up between ourselves and any threats.
Ask you best clients some questions:
- Why do they use your service over others?
- Beyond the main service, what benefits do they get?
- Where do your clients want to be in 5 years?
- What do they tell friends when they talk about your product/service?
These questions should begin to paint a picture of your client, what is important to them and how to influence buying decisions.