It can be really scary to lock in an ideal client. Choosing to market to an ideal client can feel like you’re limiting the amount of business you’ll get, or the amount of sales you’ll make. I’m here to tell you that’s not the case.
In fact, laser focusing on your dream client makes marketing so much easier. It allows you to curate specific offers, messaging, and solutions that people actually want to buy.
When you’re a generalist, it’s much easier for potential clients and customers to overlook you. As humans, we don’t want to feel like another number. We want to feel special. And coming across messaging that doesn’t feel targeted only makes us want to look away.
Marketing with a specific purpose to a targeted audience positions you as an expert. And experts are almost always magnets for business. When you focus on a specific problem for a specific audience, you also have the opportunity to charge more because of the value you provide.
But where do you start when it comes to figuring out who your ideal client is, and how to market to them? In this post, I’m going to give you three things that you should know about your ideal client in order to better understand and serve them.
Their Demographics
It may seem useless to know the age, location, and gender of your ideal client – but it’s not. Knowing these things will help you figure out where your dream clients are hanging out (both online and offline). And when you know where they’re hanging out, you can make your marketing efforts more successful.
Their Goals & Aspirations
Goals and aspirations are widely talked about in the business world – and for good reason! Having a goal can help you grow, both personally and professionally. Understanding what your ideal client wants out of life can help you tailor your messaging specifically to them.
When you can speak directly to their hopes and dreams, it allows you to connect with your audience in a huge way.
Their Problems
This is probably the most important of the three, because it deals directly with your business. When you understand the problems that your dream clients face, you can create products and services to address them. The more specific you can get with a problem and solution, the more likely it is that your audience will want to buy from you.
How Well Do You Know Your Ideal Client?
Knowing your audience well can make a huge impact in your equine business. If you don’t know who you’re speaking to, it will definitely show. One of the first things I recommend to clients is to get to know as much as they can about their dream client. If you aren’t sure where to start, head to the audience that you already have and ask them questions. My favorite way to do this is with Instagram polls. Start with a few easy questions, and build up from there.
Were these tips helpful? Make sure to share it with your fellow equestrian business owners, and comment below to tell me who your ideal client is!
