Know Your Business
Before going any further, you have to know your business. What do I mean by this? This means sitting down and fleshing out your business goals for your clients. What product or service will your business offer? What value will your business provide to clients? What is your unique selling proposition? In other words, what makes your business stand out and will entice clients to work with you rather than the competition?
These are all good questions to ask yourself to get crystal clear on your business objectives so you can seamlessly transition into client identification.
Identify Target Clients
That is, the main group of individuals who are most likely to utilize your product or service. There are a few ways to go about this, but one way I suggest is through market research.
If you have a website, you can use Google analytics to see your website traffic and demographics. You can gather responses through surveys. Also, find out where your clients hang out online (Instagram, Facebook, Pinterest, LinkedIn, etc.) to determine the best way to reach them.
Once you’ve really nailed down your target client, you’re ready to start thinking about content.
Determine Appropriate Content
It’s really difficult to create content for people you don’t know – and that’s exactly why it was necessary to identify your target client before jumping into content creation. Once you’ve done that, you can create content that speaks directly to their needs and pain points.
To create compelling content that resonates with your audience, ask yourself the following questions:
- What kind of content gets my audience’s attention?
- Do they respond to straightforward sales messages, or would they rather consume witty, humorous content?
- What cultural references would they understand?
You can better answer these questions by analyzing competitors. Take a look at the kind of content they post and how their audience responds to it. You can also conduct market research that involves you literally asking potential clients about their needs. Which brings us to the final step…
Define Clients’ Pain Points
You need to understand your clients’ needs. What kind of problems does your client have that your product or service can solve? Don’t be afraid to look through their social media accounts – you may notice patterns in their content that will help you uncover what they need. The question on anyone’s mind before making a purchase or deciding to work with a company/brand is: “What’s in it for me?”
Identify exactly how your product or service can make your clients’ lives easier. Figure out exactly why they shouldn’t wait another minute to book you… and use this knowledge to fuel your marketing strategy at every turn.
Attracting your ideal client is one of the most rewarding things about business, and it’s essential if you want your business to truly flourish. When you take the time to understand these things about your business and your clients, you’ve got yourself a recipe for success!
