“Gain an advantage by knowing your target clients better than your competition.”
Today we look at defining our target clients and getting to know and understand them.
Want to supercharge your marketing? Know your potential client.
What:
Get to know your target clients professionally and personally. Learn about what is important to them and what problems they need solved.
Why:
Knowing our potential clients allows us to focus our marketing efforts in the right places and send the right messages with those marketing efforts.
How:
This is about getting to know your prospective clients from their perspective.
- Create the Avatar(s) – develop a character or characters that represent your potential clients. Define them in detail from career, income, aspirations, home, community, fitness, health, etc.
- Determine the top 5 things that are important to your avatars.
- Identify how you solve their problems as it relates to the Top 5 things. Remember we can all solve the problem of providing construction expertise. The ones that also solve their other concerns win the game.
- Figure out where they are. Where are their eyes? What do they read? Where do they go? – it could be your target clients are involved in kids sports so maybe you should volunteer to paint the dugouts before baseball season.
- Market to them and tell your story of how you solve their problems, not brag about what you built.
This may seem like a lot of work to find a project but it pays off when you start finding the right projects with less marketing efforts. This is how we are marketed to everyday by the big brands, take a page from their playbook.
Take-Action Items:
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Get to know your target clients