Depending on the nature of your business, you probably have some idea of who your clients are, but have you taken the time to define your ideal client? There is a tremendous value in coming up with as specific a profile as possible.
Why bother with profiling your ideal client?
Understanding who they are will help you to provide the most value in satisfying their needs with your products and services, allowing you to hone in on specific benefits that they are looking for.
It allows you to narrow the focus of your marketing efforts which will reduce costs and increase conversion rates.
When you have a sense of the characteristics of your ideal client you will find it easier to identify complementary products and services to provide.
What if you plan to sell to everyone?
That is great, but marketing to everyone is a difficult and expensive venture. You are better off identifying a narrow target market and marketing to them.
Once you have a successful marketing campaign running with one target market, you can always target another.
How do you go about creating an ideal client profile?
Consider your current list of customers and identify those that are the easiest to work with, have a true sense of the worth of your business to them, provide the best opportunities for referrals, and provide the highest customer lifetime value. You can put more emphasis on the factors that are most important to you.
Once you have identified these traits, make sure that you write them down and create a profile that goes beyond what is obviously relevant to your business. Are there certain demographic groups that stand out in this list? What hobbies, ideologies, and activities do they participate in?
Next, think about where people that fit the profile can be found. What opportunities exist to socially engage them? Would they be members of specific groups on LinkedIn or Facebook? Are there local clubs, events, or publications that cater to that group? How can you get involved and in front of these people who could become a growing list of clients that meet your ideal profile?
I hope this gave you some ideas on how an ideal client profile can be beneficial to your business.