Knowing who your ideal client is, is super important. It helps you hone in your marketing efforts and work out who it is you’re speaking to, when you post.
So before we go any further let’s just think about this for a moment.
WHO is your perfect customer? You may have a couple of different ideal clients. Give each one a profile.
Get really specific. Age, gender, location, likes and dislikes, what do they do in the spare time, what do they read about, what funny Facebook videos do they watch? You can even go as far as to give them a name. It will help you when you’re creating marketing strategies to be able to visualise creating them to appeal to ‘Becky’, for example.
Yes, it feels strange to be narrowing your focus to just one or two people, but don’t forget, you aren’t actually only talking to one or two people. It just helps you gain clarity when you’re creating content and that clarity then helps you to develop such a strong identity that you actually appeal to more people than when you’re trying to appeal to everybody and his dog!
So, now you’ve got all of that buttoned up, you need to work out how to use the information to actually attract this dream client.
If you’ve worked out their age range, for example, you’ll be able to guess which social media platforms they use.
So, you’ll know that you need to be on those particular platforms, to make sure you are in front of them in every place they hang out.
For me, I know that my younger ideal client is on Instagram, so I’m on those. And I know that the Mum’s and mid-20’s+ crowd are on Facebook, so I’m there too.
And I’ll post different content on each. I’ll post more captions about makeup, champagne, shoes, popular culture, etc. on Instagram and more about cute kids, dogs, the average work day, etc. on Facebook. That’s just a very loose example, but you get the idea. Create content that will appeal to your audience, depending on which platform they use.
Use language that your ideal client uses. Do they call the place they keep their horse a yard, a stables or a barn? Do they say fab, super, beaut and awesome? Or ‘sick’? (I hate that term! Lol!) Again, those are vague examples, but hopefully I’m getting my point across.
It’s important not to get bogged down with ‘being’ your client and losing your authenticity. Don’t forget, you’re not trying to be somebody else, you’re simply picking the parts of your life that will appeal to those you are targeting and sharing them accordingly.
Work out what it is that they need from you and rather than telling them all about it, in a sales way, show them why you are the best person to provide it by using testimonials and client stories that they can relate to.
And as a side note; always respect the platform. That means not posting one thing to one platform and just automating it to go out to all of your other accounts with the wrong tags, etc. Post to each platform in the way it was intended to be used. It feels more real-time and authentic.
So, that’s one way of attracting your ideal client. Here’s another…
Post photographs/stories about the things/people you want to be working with!
Sure, we aren’t all in the position where we can turn down work that isn’t inside of our ideal client profile. And yes, I do think that you should post about every shoot/client, because you want your clients to feel just as special as everybody else and it’s also good content.
But when you’re posting other things, like campaigns, advertisments, quotes, cover photos, website images, etc. etc. use examples of the things/people you want to work with more often.
What you put out into the world, is what you will attract more of.
And I’m not talking law of attraction here. (Although there’s that too) I mean, if you want to shoot quirky girls with tattoos and burlesque costumes, find some, photograph them and share the life out of those photos! If you’re a therapist and you want to work with more eventers, find some, work with them and then post about it!
If you want to work with Andalusians/children/high-end clients, find some, work with them, post about them, tag them and get into that network that way.
Hey, I am not above working for free, if there’s something I really want to tap into. Working for free is a really important marketing tool (I’m going to blog about it soon!) and you can utilise it to tap into your ideal client.
Other ways to attract your dream client:
- Think about your branding. No guesses who my target audience are, with my pink and blue logo? Make sure that your website and social media graphics appeal to your ideal client.
- Create a referral scheme. When you do attract your perfect customer, the liklihood is that their friends will fall into that description, too. A referral scheme is a way to send more of the same, your way.
- Sticking with the same theme as referrals, tag your clients in your photos online. Their Facebook/Insta friends will see their images and hopefully want in. This is a GREAT tactic, when it comes to social circles of competitive Mums. If their friend’s little girl has had her photos taken, you know she’ll want the same for her own little girl!
I hope that was somewhat helpful and I hope you’re all feeling better prepared to go out there and find your ideal client, from now on.
I’ll be back again next week, same time, with another FYI Friday business post!
And don’t forget, if there’s anything you’d like me to cover, feel free to leave a comment below.