Whether you're new to business or have been in business for years, these seven questions will help you identify your ideal customer so you can understand how to better serve them.
The question I see over and over again is, “How can I get more __ ? ".
Insert customers, readers, subscribers, engagement, likes, comments, purchases…
Everything related to growing your business.
I could rattle off a strategy here and a new tool there.
But at the root of every marketing tip and trick is this: You have to talk to the good people !
Trying to show up at every brand touchpoint, to every individual, will get you nowhere. You’re doomed to get lost in the noise.
And because I've heard this way too many times, let's address it here and now.
Focusing on your target audience and creating content specifically for them will NOT lose you customers. In fact, and from my personal experience, deciding who I want to work with and who I am a good fit for has only increased my revenue.
So, without further ado, let’s dive into everything about the ideal client.
Let's connect you with the right people so you can increase the impact you have on your customers.
What is an ideal customer in marketing?
In a perfect world, your ideal client is the person you would clone, so you would only work with them:
1. They like you, your brand and your offerings.
2. They identify with your brand message, values and mission.
3. They will become (if they aren't already) your brand ambassadors and enthusiastically advocate on your behalf.
What is an ideal customer profile?
Your ideal customer profile describes the characteristics of that perfect person for you. It can cover everything from demographic information to what they’re currently struggling with, to what they’re searching for on Google that relates to your offering.
Why can't you be for everyone?
It’s easy to roll your eyes when you hear the words ‘ideal client’ and think, “That sounds great, but I’m going to be working with everyone, so it’s not for me.”
I understand the hesitation. In fact, almost every client I work with tells me they want to work with Person A, then Person B, and they can't forget Person C either.
Now think about how someone interacts with your brand. Think about the different touchpoints they might have with it.
When you want to serve everyone, your experience might look like this:
Your website is aimed at Person A, Person B, and Person C, and then your Instagram is sometimes aimed at Person A and sometimes at Person B, and your email is in constant rotation to market to Person A, B, and C. Your efforts are split into thirds, and you have to try to connect with each person consistently. Sounds exhausting, right?
Compare this to the scenario where you have clearly identified your ideal customer.
Your entire website is tailored to that specific persona, your Instagram content speaks directly to them.
On top of that, every time, and every email you send is intentionally addressed to that specific person.
In the same way, your lead generation campaigns will be able to specifically target the problems of your ideal client.
By having clarity on that perfect person for you, each of your brand touchpoints has the opportunity to serve a purpose and intentionally connect with, and provide value to, your ideal customer.
And when your entire brand is working together, heading towards the same destination, I promise you'll get there with much more ease and enjoyment.
The 7 questions to ask to define your ideal client
Have I convinced you of the importance of having an ideal client? If you're giving me all the praise, it's time to dive into these seven questions that will help you identify that perfect ideal client for you.
1. What do you do?
This may seem obvious to some entrepreneurs, but when I first started, my business offers were everywhere.
Is it difficult to define your target audience when you are not clear on what you are actually providing?
So I imagined meeting someone new and what my answer would be to the question, "What do you do?" If I couldn't answer that clearly, I would rework my answer until I could say something without stuttering and stumbling.
This “elevator speech” process also led me to simplify my offering as much as possible and focus on my specialty.
My first answer to this question was something like, “I provide digital marketing, social media, branding, and website design services for
online small business owners and local small businesses.”
Today I can clearly articulate what I do: “I am a brand and website designer for service business owners. » Do I still provide digital marketing services? Absolutely. But that’s not what I want to focus on, and it’s not what I need to say to attract my ideal client.
2. What was their life like before they started looking for you?
Now that you have a clear understanding of the services you provide and your area of expertise, it’s time to start thinking about your ideal client. What do their lives and businesses currently look like, before they do business with you? What does a typical day look like?
The goal is to understand how they currently operate in their business and life so that you can eventually speak directly to their pain points and know what transformation you are able to provide.
Remember, for this exercise you are simply thinking about what their current daily life looks like. Check out my example below to get your creativity going! 🙂
Social Media Manager Example: My ideal client wakes up early and has a great workout. After having breakfast and her first coffee, she sits down, ready to start posting to her social media channels. Since she has no ideas for the day, she starts scrolling through Facebook and before she knows it, an hour has passed. She decides to check her email to make sure she’s up to date, then goes to Pinterest to see if there’s any inspiration. Two hours later, she goes back to her email. She follows up with a client and notices a product order has come in – great! She realizes it’s time for lunch and promises to post to Instagram and Facebook after she eats….
3. What are their external problems?
Once you understand how they operate in their day to day, it's much easier to understand their struggles and pain points.
As in life, there are two sides to every problem, and when it comes to your ideal audience, those sides are internal and external.
Let’s first look at your ideal client’s external problems. These are problems that others can see and are outward-facing. For example, continuing with the social media manager: their ideal client’s potential external problem might be a disjointed Instagram feed that visually doesn’t seem cohesive.
[[if you want to learn more about identifying internal and external problems, I highly recommend getting “ Building a Story Brand "To Donald Miller and/or listen to his podcast. His work is mind-blowing!]]
4. What are their internal problems?
Now, the opposite of external issues are internal issues. These are thoughts, emotions, and feelings related to a problem or pain point.
Back to our social media manager’s ideal client: they’re probably bothered by the visual inconsistencies on their Instagram feed. Or maybe they’re worried about what others think of them because they don’t post regularly and their images aren’t high quality.
Donald Miller, the author I mentioned above, says it best: Businesses tend to sell solutions to external problems, but customers buy solutions to internal problems.
Being able to clearly identify and articulate your ideal customer’s internal problems is what will help you build a strong relationship with your audience and trust within your community. Yes, it’s important to understand and solve external problems because that’s what the world can see. But solving internal problems is what builds connection and loyalty with your ideal customer.
5. What do they look for FIRST when they find you?
Okay, so you’ve identified what they’re struggling with, but how do you figure out what they’re looking for? Often, what your ideal client is looking for and what they need are two different things. As an expert in your field, you know the correct jargon, language, and terminology. However, your ideal client is not the expert, which means they probably don’t use the same language as you.
For example, my ideal client is typically looking for a logo when they first come across my business. I know they need more than just a logo to create a strong visual brand, but it’s not something that even enters their thought process.
And you know what? That's okay. Because it's not their job to know or understand – that's mine, as the expert.
6. Where does your ideal customer spend their time?
I don’t know about you, but wasting time isn’t something I enjoy doing. One of the biggest time sucks for a digital business owner? Social media. And even more so if you’re spending time on a social channel that your ideal customer doesn’t even like.
Now that you’re well-versed in your client’s problems, it’s time to start actually talking to them. And that means being present where they are. If you love Instagram but your ideal client isn’t spending their time scrolling through the ‘Gram, it’s time to focus your efforts elsewhere.
If you don't know where to start, think about where your past customers came from. Clearly, this method worked, so why not focus your efforts there?
For all the new business owners out there, start simple. Pick one channel and stick with it for six months. If it doesn’t do anything for your business, change tactics. But give it time to see if it really works or not.
7. What is holding them back?
Last but not least, what’s stopping your ideal client from taking action? What’s holding them back from clicking that “buy now” button or scheduling that consultation? Understanding their hesitations or roadblocks will help you address these issues in your messaging and remove those roadblocks for them.
For example, if price is a factor (which is very common), how can you justify the cost of your services? What transformation are you providing and how does that outweigh the initial cost?
Or maybe they’ve been burned in the past by a service provider and are now hesitant to trust anyone else. How can you build that trust with them? What kind of social proof can you provide to show that you’re trustworthy and capable of delivering?
Frequently Asked Questions
How can I make my offer remarkable to my ideal client?
Focus on what makes your offering unique and memorable. Identify what makes your product or service totally unique (if you don’t have something that sets you apart, you’re in trouble) – what makes it stand out from the crowd. Make sure that this element particularly resonates with the values and needs of your ideal customer.
How can I create a tribe around my ideal client?
Build a community based on shared values with your ideal customer. Create spaces (online or offline) where your customers can connect with each other. Facilitate conversations and exchanges that strengthen their sense of belonging to your “tribe”.
Social media is the perfect place for this.
I invite you to go see this TikTok account: https://www.tiktok.com/@seethewayisee?lang=fr
How can I use storytelling to attract my ideal client?
Tell stories that showcase the transformation your ideal customer can experience through your offering. Focus on the “why” of your business rather than the “what.” Create a narrative that inspires and emotionally engages your ideal customer.
How can I constantly innovate to stay relevant to my ideal customer?
Adopt a “permission marketing” mindset. Stay tuned to the changing needs of your ideal customer and don’t be afraid to challenge your own offerings. Innovate in a way that consistently delivers meaningful value to your ideal customer.
How can I turn my ideal client into a brand ambassador?
Create memorable experiences that exceed your ideal customer’s expectations. Give them the tools and reasons to talk about you. Focus on creating “sneezers” – customers who are so excited they can’t help but spread your idea.
Conclusion
Identifying your ideal customer isn’t something you do once and then forget about. It’s an ever-evolving process and something you should return to frequently.
As your business evolves, so do your offerings and expertise. It’s only natural that your ideal customer will evolve as well.
By asking these seven questions, you'll begin to understand who that perfect person is for you and how you can best serve them. And when you serve your customers in the best possible way, your business can only grow.
Need a little help?
Defining your ideal client is often easier when done with an external person.
We often have our noses too close to the drawing to have a more global vision.
If you need help creating your ideal client, contact us 😉.