Who’s your client, really. Who are they?
“Great marketers have immense empathy for their audience. They can put themselves in their shoes, live their lives, feel what they feel, go where they go, and respond how they’d respond. That empathy comes out in content that resonates with your audience – Rand Fishkin
First things first. While you’re busy helping clients, you also have an eye on the future – your future.
Your dream is to be happily busy with clients. You want to be succeeding on your terms.
To do this you’re using your marketing strategy to its maximum, right?
One of your marketing goals is showing your business is valuable to your client.
To make this happen, you need to invest your time and energy into understanding your client.
The self-improvement industry is bursting:
The U.S. self-improvement market was worth $9.9 billion in 2016. It is forecast to post 5.6% average yearly gains from 2016 to 2022, when the market should be worth $13.2 billion.
This “industry,” which I have followed at Marketdata since 1994, has many sub-segments to deliver this knowledge to us: infomercials, holistic institutes, self-help books & audiobooks, motivational speakers, websites, apps, public seminars, personal coaching, weight loss programs, and training organizations. –John LaRosa@ Market Research.com (January 2018)
And, because it’s a competitive marketspace, you need to be heard and seen.
You want to avoid becoming another noisy media channel, a series of emails that are instantly deleted, or links that are never opened.
One practical step to help you become known is this. It’s simple but it takes time.
You need to be sure you know who your real clients are.
Smart effective marketing happens when you know your clients.
Stop assuming you know your clients
If you’re guilty of assuming you understand your client without checking with your client; you’re at risk of missing growth opportunities for your business.
You’re also at risk of losing credibility, authority and loyalty. Why?
Because you’re not showing how your services and products are relevant in your client’s world.
Accuracy is only one piece
We work with assumptions and stereotypes. We make broad statements about people.
Oftentimes this information is accurate, but accuracy does not give the complete story.
Because self-improvement impacts people’s lives directly it’s respectful to the client to know their story.
For example, as I write this post Ancestry.ca™ is running a television campaign with an opening like “They met in Poland.”
Then, the ad continues with the backstory which is “They met while they were both fleeing the political terror in Poland.”
Ok – I’m paraphrasing slightly.
But the point is this. Both statements are accurate. But which one hits a little harder in your heart? Which one has the more interesting story?
When you make broad assumptions about your clients, you may be accurate but missing information.
The information you’re missing can influence how your business becomes more relevant to your clients.
A quick look at segmentation – meet your client
Marketers often talk about segmenting. At its most basic level it means you tap into your client’s information through surveys.
This information can be used in many ways depending upon what the business wants to know.
In most cases, information is collected for 3 things:
- to improve sales
- improve client experience
- and meet client needs with better products
Depending on the survey you can discover:
- Basic demographics: location, gender, education, income, marital status, age, family size
- Psychological: personality, lifestyle, values, interests, beliefs
- Behavioral: how the client uses the product, when they buy it, technology, lifestyle
And one more is in the B2B world. It focuses on the industry type, size of company, and revenue.
Let’s think about your business
What if you’re offering an online life coaching program for seniors, you might want to know:
- how well your target group uses technology
- what beliefs this age group (Boomers) have about aging
- what are their interests
- any health issues: depression, heart health, arthritis
Sure, you can discover this during your intake with a client.
However, isn’t it better to spend time with clients who are already in your target group?
Which profile information helps you?
While demographic information is useful it might not give you the deeper information you need.
What may help you more is going deeper and using the data found in psychological segmentation. This information gives your client profile more depth and background.
You can use this to create content clients want to read. You can use this to create new programs and services. You can use this to know which social media is best.
In depth psychological profiles show information about hobbies and interests. This can include:
- sports – what kind, do they play, watch, support and attend games, team or solo
- culture – are they artists or artisans, attend cultural events
- travel – where to and why, how
- personality types – introvert vs extravert, practical or imaginative
- volunteerism – doing it, contributing
- current events awareness – activism, social responsibilities
- brand choices – what brands are they loyal too and why
When you see your client’s lifestyle and values, you can figure out the next step. How to connect with value and relevance.
By the way, hopefully, a bit of your own personal profile matches more, rather than less, of your client’s profile. It’s easier to connect when there are shared values, interests, and choices.
How to engage with your client
Your marketing strategy should be built with real knowledge about your clients.
When you have the right depth of information, creating marketing strategies to resonate with your target client is easier.
Being specific in marketing is a thing of beauty. Knowing your client is a thing of beauty, too.
We only have so much time in this world for work and play. Investing your time wisely in your business by taking steps to understand your clients (or the people you want as clients) is smart.
In this sometimes bizarre electronic age maintaining human contact is sometimes overlooked.
While more businesses are online and virtual experiences, it’s important to remember we’re all human.
Your clients are human beings with hearts and minds, just like you.
Use the information you gather to create a warm client profile. These are real people who are in search of improving their lives.
You’re here to help them succeed.
Why not take another step and make sure your business profile fits like a perfect puzzle piece into their life.
The more time you invest in:
- understanding your client needs
- showing genuine empathy
- and being authentic in your business
the better your marketing will be.
All your marketing will show how your business naturally dovetails into your clients dreams and desires.
They’ll want to be your clients. Help them find you by finding them.