How to attract clients that you actually want to work with
Knowing your ideal client is fundamental to your branding and marketing process. Only when you understand who your brand is aimed at and how to market to that cohort can you successfully mould your brand and marketing accordingly.
But how do you find out who your ideal client is? One way is to use a client avatar, a fictitious persona you outline representing who you want to work with. But that’s not the only way. Rather than defining yourself by a character that doesn’t exist, why not base it on the type of individual or business you most enjoy working with? In an age of relationship marketing, why not identify your best clients using the relationships that you value most.
The best type of client.
Regardless of their sector, the size of the business, or their age category, surely the best type of client is one that gives you and your business meaning. Perhaps they share your vision, values or beliefs, or you have a similar mindset, attitude or approach; whatever it is, you genuinely like them.
The best type of clients are easy, even fun to work with; your heart doesn’t sink when caller ID pops up with their name. There is a mutual appreciation of the work you each do, and you can take real meaning out of conversations with them.
But beyond that, if you know who your ideal client is, you can ensure that all of your products, offerings and solutions are just right for their needs.
Who do you really want to work with?
Just like defining a client avatar, discovering your ideal client takes time and thought; it’s a process you need to work through. As you gradually gather information, you can organically and holistically develop a client base that you love working with.
So, look at your current client base. Who do you love working with, and who has the opposite effect? What jobs make you happy, bring you joy and fit in with who you are as an individual and as a business owner?
Interrogate yourself after working with clients. Can you pin down what it is about them or their business you like? Maybe it’s the type of person they are or the relationship you’ve built up over time. Doing this will help you refine your offering and plan your marketing to attract clients that suit you the most.
Attracting the right customers.
Once you’ve identified the right clients, you need to attract them. But your approach to marketing and branding is intrinsically connected to who you’re directing them at; it’s a cyclical process.
If you can understand yourself and your business, know your brand story and how you’re unique, you can create branding that is both true to you and attractive to the right people. You’ll then know how to talk directly to your client in your digital marketing. You’ll understand how to pitch the added value you offer, how you can help your prospects and outline what sets you apart from the competition.
It’s akin to finding your niche; you can’t start working with the right clients without simultaneously making that type of client your niche. And don’t think you’re backing yourself into a corner; think of niching as being all about confidence in yourself, your service and your business.
This holistic approach is a long term investment. It takes time to establish a brand, develop a following and build relationships, but it’s worth it. By the end of the process, you’ll know precisely who you want to work with, and your clients will know when they’re a good fit, too.
Your ideal client may not be immediately apparent to you. In fact, many business owners are too close to their own enterprise that they can’t see the wood for the trees. Having a trusted individual to guide you through the process of identifying why you’re different is a huge help; they can support you to recognise who you love working with and you can tailor your branding and marketing accordingly.
Insight 101 are the branding experts. Whether you’ve worked out your niche within the accounting sector or not, we can help you understand your ideal client and mould your marketing around attracting them.