Your target audience is the key to everything, right? Leads, projects, referrals, testimonials. You need them to stay afloat. But, how do you know who they are?
Identifying your target audience is a bit like mapping out your own business identity. Beyond the basics of your offerings, you need to know who you are as a brand and why you do what you do. The same goes for your target audience. Understanding what makes them tick and what they’re looking for makes all the difference in how you can reach and serve them better.
Now that you’re up and running, it’s time to niche down your audience and attract those dream clients.
1. Draft multiple client personas
Let’s define a client persona first. A client persona is a textbook representation of who your ideal audience is. Think of it as a character bio.
When writing out these personas, you can be as detailed as you like. Just keep in mind, you’re crafting a persona that you think would most align with your mission and services. Feel free to include a range of details like demographics, income, lifestyle, goals for your services, and urgency of needing those services. Take your time. This is more than identifying who your blog reaches. This is narrowing down who you want to buy from you. If you offer a wide variety of products or services, create a handful. These personas are your guideposts for all your future creations. This is who you’re creating for.
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2. Filter leads with questionnaires
As wonderful as it is to see new leads roll in, there’s no use catering to a potential client who has different expectations than you.
Before you start pitching proposals, send over a detailed questionnaire to find out project details, expectations, and concerns. Not only will you help by preventing miscommunications down the line, you’ll find out who is actually in need of a different service. Don’t mourn a loss of any lead you wouldn’t be excited to work with. This is where your Rolodex comes in handy. Make a peer happy and send over a referral. You can’t be everything to everyone.
3. Follow your followers
No, you don’t literally need to subscribe to each of your fans’ social accounts. But you do need to pay attention to what they’re sharing and how they’re reacting to your content.
Let those social interactions drive the social content you create. If you followers and clients are excited about a post, create more content similar to that. If not, listen to what else they’re saying on social media and draft content around it. This could be a way to answer frustrations or questions that your competition is ignoring. When you keep an eye on your social media audience, you have a front row seat to everything they love and hate. With great power comes great responsibility.
4. Encourage your whole team to get social
Your voice isn’t the only insight into the brand. Whether you have a team of two or a large corporate office, encourage everyone to hop on a social platform.
When more team members engage online, your brand becomes a well-rounded vision. With many talented voices sharing their own experiences and tips, your brand becomes a leading voice in your niche and attracts those interested in learning more. It also boosts your brand’s visibility in news feeds as higher engagement grabs the attention of the social platform algorithms. Keep it classy and informative, and your target audience will start to come out of the woodwork.