When you define your client very clearly, you make quicker conversions, have fewer distractions, build trust and credibility faster, and create cross-selling opportunities.
Do you know exactly who you serve? Or whom you would most like to serve?
Client profiles are about getting focused on where you can help the most; defining your client in a way that helps you speak directly to them.
For instance, here at EMI Network, a content marketing firm specializing in sales & marketing integration, we focus on the business to business companies with limited marketing and sales resources. We work with organizations that are $30 million or smaller, and we work primarily with the leadership tasked with delivering on their growth goals. This helps us create strategic content designed for them to use on their own, or with us as partners.
Working with financial services marketing for over 40 years, our new clients always say they want “high net worth individuals.” This is not specific enough. When they drill down to the exact type of high-net-worth person they seek, they can reach this group more easily, get quicker conversions with fewer distractions, scale their referrals, and build trust and credibility faster.
No one wants to limit their business potential, so many don’t spend the time to strategically identify their ideal client. However, when you focus on
your conversion rate increases significantly, and you’ll see efficiencies in your service model.
By defining your ideal client, you can become clearer on your differentiators, the problems you solve, and your key messaging. In addition, profiling will help you build marketing and sales enablement materials that are most appealing to your ideal client.
Once you’ve determined your ideal client, test initiatives with the profile in mind. Here are four simple tips to guide you through this process:
1. Segmentation
Personalized emails can improve click-through rates by 14% and drive 18 times more revenue than broadcast emails (HubSpot, 2020). With a strong client profile, you can segment your list and speak clearly to the needs of the people on that list.
2. Examine Common Demographic Traits
Look at all the clients you have worked with and create an overview of their traits, such as
This data can help pinpoint your ideal clients, where to market, and what to say in your communications.
3. Content Creation and Mapping
Align your content with your ideal client’s mindset.
Create an Empathy Map – This is a marketing tactic that allows you to gain deeper insights into your ideal client. Imagine stepping into their shoes:
4. Lead with Value
One you have identified your ideal client, the key is to lead with information, resources, and expertise that helps your ideal client solve a problem or answer a question. Become a credible source for your ideal client and a go-to for their needs and wants relative to the services you provide and issues you solve.
Now that you have identified your ideal client profile, solidified your differentiators for your ideal client, and determined how best to lead with value, you’re ready for what we call intentional outreach. Here are a few tips to keep in mind:
1.Generosity
It’s challenging to connect behind a screen, so be as personable as possible in emails and social media. Don’t just promote your brand and products. Networking should be all about other people and their needs. The best way to form a meaningful connection is when both parties feel equally acknowledged and valued.
2.Keep Your “Enemy” Close
Working with the competition can be beneficial for both parties.
We all know who our friendly competitors are, and combined efforts allow for more resources which can lead to some great content that’ll help your target audiences.
While your competition and you will have to share credit, your name will also be attached to the content. That content will be shared on a range of channels, including theirs, allowing you to put your brand and expertise on display for an expanded audience.
3.Make New Allies
You can create allies with conferences, organizations, or complementary companies. For example, connect with a conference or event organizer within your industry and ask how you can help market or promote the event. Or reach out to local nonprofits by using your competencies to promote their causes.
Building mutually beneficial relationships with these new allies can really help your content marketing efforts take off. By offering a hand to others, you create a mutually beneficial relationship.
You can create allies with conferences, organizations, or complementary companies. For example, connect with a conference or event organizer within your industry and ask how you can help market or promote the event. Or reach out to local nonprofits by using your competencies to promote their causes.
Building mutually beneficial relationships with these new allies can really help your content marketing efforts take off. By offering a hand to others, you create a mutually beneficial relationship.
If you would like to discuss how to build your ideal client profile or receive a complimentary consulting session, contact us at [email protected], 513.760.0560, or CLICK HERE to schedule time at to talk.
