Business + Branding Education for Fearless Boss Ladies
Well, January is coming to a close, Lovelies. Now is a great time to reassess your goals and business plan for 2017 to make sure you’re on track and see where you need to make adjustments. One of my BSGs (Big Scary Goals!) for 2017 was to connect with more awesome boss ladies by speaking and presenting on branding — and I’m happy to say that I have my first presentation today!
I’m actually at Embrace Wedding Workshop today meeting and learning alongside other wedding photographers. I am also one of the speakers at this workshop — and I’m sharing my insight on how to build a solid foundation for an authentic brand. One of the points I’m speaking on today is how to really focus on your ideal client and how this can help your brand and your success.
Ideal Client seems to be a pretty popular buzzword for entrepreneurs these days but you might still be wondering what it means and why it’s important. An “Ideal Client” describes the best audience for your brand. It’s not necessarily an actual client that you will encounter. Instead it is a list of the characteristics of your brand’s audience — and the more specific you can be, the better.
Why is this important? Truth be told, you can’t market to everyone who needs your services, nor should you. By determining an Ideal Client you will find an audience (or your “tribe”) who not only needs your services but also connects with your brand on a deeper level. They align with your Why and Brand Values.
By getting specific and really focusing on your Ideal Client, you will know how they are making purchasing decisions. You will know what interests and drives them. And in turn you will know where to find them and how to market to them. Sounds a lot better than haphazardly boosting a facebook post and hoping someone clicks on your link, doesn’t it?
When you first start thinking about your Ideal Client, you’ll want to consider the Demographics and Psychographics of your audience. These are two terms are commonly used in marketing to describe characteristics of a group of consumers.
Demographics are objective characteristics of your Ideal Client. They are factual, usually represented by numbers and easily quantifiable. Examples include:
Psychographics are harder to quantify. I like to think of them as CHOICES made by your Ideal Client, such as lifestyle, behavior, beliefs, etc. Examples include:
Studying Demographics and Psychographics is a great way to get to know your audience but to dig deeper and really start “speaking” to your tribe you should craft a finely honed Ideal Client Avatar. This practice goes one step further by creating a fictional person who personifies your Ideal Client. Instead of describing an age range or broad list of hobbies and interests for an audience — you list the specific characteristics and qualities of this avatar.
It may seem a little strange to get this specific (you will even give your avatar a name!) but by figuring out all of the little details of this “person” you can start to envision how this avatar would act and think. This will help you speak more directly to your audience and ideal clients — and make them feel like you really “get them.” One of the best compliments I receive is when new clients fill out my contact form and say “I love your website — I felt like you were talking to ME!” This means I’m making deep connections with new clients before we’ve ever met or spoken to each other — powerful stuff!
To help get you started, I’ve created this worksheet to make your own Ideal Client Avatar! Download below:
Hey Boss Lady! Was this post helpful?? I hope so — and I’d be so grateful if you’d share with another boss babe who you think would benefit! And if you have questions about your Ideal Client, be sure to ask in the comment section below!
Here are a few more I think you’ll LOVE: