Who your clients are and where to find them
Let’s say that you already have your clients’ avatar. You know for sure who these people are and what they want.
What are your next steps? Right, find out where to find them. And not only in the virtual reality in order to show your ads to them. What’s more important is to create a personal connection with them, build trust with you and your company.
Use the power of networking to build strong relationships with your clients. Start with making a list of events they visit: conferences, seminars, exhibitions. Go there and meet them. Ask your friends to introduce you to these people. After a connection is established, work on moving your clients to the next level of your networking funnel.
Are You Sure You Know Well Who Your Clients Are?
Often, asking a question “Who is your target audience?”, you can hear “Men and women 25+, live in big cities, work for hire, prefer spending their free time at a country house” etc. Such answers mean that you have trouble understanding the people you work for.
The first and the most important thing you have to know about your clients is the problems that they can solve using your goods or services.
By problems I mean your clients’ fears, their complaints and needs. Don’t sell a compass to a person that likes wandering in the woods but to a person who is afraid of getting lost there.
How to Understand the Needs and Complaints of your Target Audience
Method 1. Ask
If not directly your clients, then Google or Yahoo, for instance. Don’t forget about a simple and useful service Google KeywordPlanner that shows statistics of search requests for the chosen period. For example, if you enter a word combination “life coaching” in this service, you see search requests allied to it. In that case it is “becoming a life coach”, “executive coaching”, “spiritual life coach”, “confidence coaching”, etc.
Here they are – the needs of your target audience. If you are a coach, you may consider revising descriptions of your services or expand their range.
Method 2. Use Google and Yahoo Autofill
When you enter your request in a search box, search engines try to guess what you would like to ask, and give you hints. For instance, for life coaching it looks like this:
If you include asterisk in your request, you can see the words that people most often use instead of it:
Method 3. Join Related Communities
People always search for answers to their questions. But they ask not only search engines. They post questions in relevant forums, chats, blogs etc. Look at the questions that get the most buzz, comments and discussion. These are the hottest requests and problems of your clients. Now think how your product can help to solve them.
What Else You Need to Know About Your Target Audience
Of course, knowing your client’s gender, age, profession, geography etc. is very useful. For example, if you work only in New York and your TA is business owners 40+, you don’t need to target your advertising to teenagers from Chicago. Aside from that, another feature is extremely important – your clients’ values. When you address them, you need to speak the same language.
And it is important that your values coincide. For example, if you value self-development and personal growth, are you ready to work with clients that are looking for a magic wand, want everything to be done for them and are constantly waiting for a “genie in the bottle”? Same, if you sell baby stuff, family and children should be the top priority of your target audience.
Important Tip from Tim Ferriss
American writer, speaker and productivity guru Tim Ferriss said: “Be yourself a part of your target audience, don’t guess about others’ needs and don’t calculate what people from an unfamiliar field would like to purchase.”
Indeed, if you are interested in downhill skiing and sell skiing equipment, you are the best person to know what your clients need. If you have started to bake homemade bread because your child is allergic to a shop-bought one, you know for sure whom to offer goods from your bakery.
Use every method you possess to study your target audience, create personal connections. Build long-term relationships with people, don’t chase immediate sales. And so every new client of yours will become a loyal one.
Scribing by Alexander Zotkin