Do you want to know the difference between clients who fall by the wayside and clients who stay on, committed, for the long haul? It’s you. You have the ability to attract and cultivate the ideal client every time. Here are 20+ tips to get you started.
What if the secret to easier and more streamlined lead generation was actually about quality over quantity? What if we could simplify our marketing strategies by shifting our focus from the masses to the hyper-targeted few who are destined to be your brand’s biggest champions? Wouldn’t that make your hustle feel a little easier?
As modern marketing author Seth Godin says: It’s more important to have the right client than to have moreclients.
This simple thought can solve a lot of problems in business, especially when it comes to scaling. For example, the first big problem a good soloprenuer runs into is a full book of clients. There’s just not enough hours in the day to make the kind of money you’re dreaming of, especially with your current business model. So you raise your prices, which isn’t always fun. You might even lose a few people. Then you have to replace them, and you’re stuck in the same hamster wheel you were before.
Rather than changing your whole business model, I believe in finding the right client — the client who will easily and happily pay your new rate — who will enable you to grow faster and easier.
Today, we’re talking about how to attract and cultivate the ideal client, so you can grow your business with speed and ease.
Let’s dive in!
How To Find Your Ideal Client
When it comes to lead generation, you want to create a system that effortlessly attracts the right client in the background, while you continue serving the wonderful clients you currently have. Here’s how:
1. Audience Research
This is the most crucial step when it comes to targeting your ideal client. Why? If you don’t know who your ideal client is, you’ll never find them. In fact, your current “problem clients” are probably difficult because they’re not a perfect match for you. So it’s time to solve that problem — and stop attracting less-than-ideal matches.
Audience research should happen at all stages of the client lifecycle — from lead generation to onboarding to production and customer satisfaction. It’s extremely important when it comes to lead generation, so you’re attracting the right client from the very beginning. But it’s also wise to continue asking for feedback even after a client has worked with you for a while or moved on. The more you know about your clients, the better you can target, attract and retain the ones that will support your business the best.
Ways To Research Your Audience:
- Industry statistics
- Local business studies
- National business studies
- In-house case studies
- Email opens and clicks
- Social media metrics
- Website metrics
- Incentivized surveys
- Client interviews
2. Authentic Voice
Once you have a general idea about your ideal client’s needs and habits, it’s time to tap into the messaging that will help you speak to that audience and, more importantly, connect with them. When it comes to a brand voice, you want to pay attention to a few things: what you talk about, the formality of your language, and your tone.
- Topics: Hone in on the conversations your audience already participates in. What are their struggles? What inspires them? What else do they want to learn? Answer their most burning questions, and you’ll have a captive audience in no time.
- Language: Pay attention to how you sound in person, in video, and in writing. Make sure your messaging is consistent, and be deliberate about your language. Do you need to have a formal, authoritative presence to be taken seriously in your industry? Or would it set you apart to get real with your clients? Whatever you choose, make sure it’s an intentional, consistent choice.
- Tone: Tone is a little bit different than language because it’s less about what you say and more about how you say it. For example, is there a part of your business where you need to more sensitive? Make sure you use a slightly softer tone. Or maybe you want client communications to feel more formal, while you adopt a more conversational tone on social media. Play with different tones for different purposes.
3. Targeted Marketing
Lastly, when it comes to lead generation, you want to make sure you’re marketing the right content on the right channels. Why? You might have different audiences in different places, and by learning where each segment of your audience hangs out in the digital world, you can tailor your marketing to a different audience on each channel.
For example, I have a background as a healer and speaker for parents who have lost a child. Yet, I also have a business where I teach people how to do what I did: create a speaking business out of my most powerful message. That means I need to reach two different audiences: 1) those looking for healing, 2) and those looking for business coaching.
To reach my target audience, I’ll share more business content on LinkedIn, where most of my business audience hangs out, but I’ll share more healing content more on Facebook, where people first found me as a fellow grieving parent.
How To Cultivate Your Ideal Client
Now, it’s great to attract new clients who fit into your business perfectly. But what about the clients you already have? How do you cultivate ideal clients once they jump on board? Here’s how:
1. Be A Role Model
Most importantly, you need to follow your own rules and lead by example. You should already be doing exactly what you need your ideal client to do. Why? If you’re not doing it, how can you expect them to? Here are a few examples:
Ways To Role Model For Clients:
- Maintain a positive mindset around clients at all times
- Prioritize them in your schedule
- Commit to appointments/meetings
- Take ownership of your work
- Be on time and prepared for meetings
It can be called a lot of different things — responsibility, integrity, respect — but the bottom line is it’s all about commitment.
2. Engage, Engage, Engage!
One of the most important things you can do to enhance your client relationships and maintain the key players is simple: engage them! When people don’t hear from you often enough, they create their own stories about what you’re doing and how their project is going. Don’t give them that chance. Be the captain of your message by engaging with your clients often. It goes a long way in building trust and strengthening your bond.
Tips & Tools That Engage Clients:
- Eliminate distractions while working with clients
- Ask questions that will help you serve them better
- Schdule weekly check-in calls
- Send an update whenever work is completed
- Connect clients who can support each other
- Build a community or network of people who provide ancillary support
3. Connect Through Content
At the very basis of your client relationships is the expectation that the client will receive considerable valueform their interactions with you and your business. In order to cultivate a client who is willing to pay for your expertise, you have to prove you can deliver enough value to be worth it. How do you do that? Under-promise and over-deliver, always. Throw in bonuses, freebies and gifts whenever possible. Create top-notch, original content that solves common problems and connects with your clients.
For example, if you haven’t documented your intellectual property and started writing courses from your expertise, then you’re missing out on HUGE value for your clients and potential clients. Today, this is one of the biggest opportunities business owners miss; however, if you can stay committed and acatually complete this daunting task, you have an evergreen source of value that will sustain your business and clients for years to come. Original content is one of the biggest differentiators between brands that can scale and brands that remain limited.
Have you taken the time to create evergreen, digital marketing content that can feed your movement and the growth of your company?
Share With Me!
How do you help your clients be better clients? How do you look out for their best interests?
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Your voice is important to me.