Before you develop your social media strategy and post anything on online, it’s essential that you know who your ideal client is so you can give them extraordinary value and deliver a personalised customer experience. Defining your ideal client is essential for social media success.
If you don’t know whom you’re talking to online personal connection, engagement and effective communication can be really challenging.
When you understand your ideal client you will discover:
- What drives them
- The challenges they face
- What type of language and communication style they use
- What type of strategy to create
- The type of messaging that appeals to them
- How to create captivating content that will be seen and remembered
- Different ways to engage in conversation
- How to create a more personalised customer experience
- Where they spend time online
- If you’re using the right social networks to connect, engage and communicate with them
Who is your ideal client?
Dig deep. Get to know and understand your ideal client. The better you know them, the easier it will be to deliver what they want and need from you. You’ll know what resonates with them and they’ll be more likely to engage with your brand on social media.
I’m sure you already know the demographics of your ideal client. I’d like you to go one step further and look at the lifestyle, behaviour and values of your ideal client.
Here are 10 questions to get you started
- What is my ideal client passionate about?
- What does my ideal client do in their spare time? For example, do they travel, read, play sport, do yoga or go to the gym?
- What publications do they read?
- Are they members of a particular group, association or club?
- What type of people are they?
- Are they leaders in the community?
- How do they use social media?
- What social networks do they use?
- Where do they spend time online?
- What do they value personally and professionally?
Take time to answer each of these questions and I’m sure as you go through the list, more questions will come up for you. Write these down too, along with your answers. Remember, the more questions you ask the more detailed your ideal client profile will be. This information will allow you to improve your social media, marketing activities and the customer experience.
Defining your ideal client takes time. It’s an ongoing process that will evolve as your business develops and grows. The better you understand your ideal client the easier, social media will be for you because you’ll know what they need, what they’re looking for, what their challenges are, what they love, what their values are and by knowing all of this you’ll be able to connect and build long-lasting relationships that support your business.
Research is essential for defining your ideal client
If you want to personally connect with your audience you must conduct research. It’s easy to assume and this is one of the many reasons why research is essential. In some cases, you may find your assumptions are not accurate.
With Google at your fingertips, it’s simple to do research online. You can gather data and insights by social listening. Or, you can run a focus group or survey your database. There are so many different ways you can conduct research. I recommend going deep and getting as much data and information as possible. The more informed you are the better the decisions you’ll make and the better the customer experience for your clients.
The research will help to confirm what you believe to be true about your ideal client and it will also bring up other ideas, insights and data that you can use to better connect, engage and communicate with your audience.
When you have clearly defined your ideal client the next step is to focus on building relationships with them. After all, relationships are the difference between being invisible and marking your mark.
I’d love to hear your thoughts.
Annette McDonald is a print, design, brand and advertising expert. She is an innovator who has changed the way the
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