I know I’ve written about this before but I thought I would add a little more as it has arisen a number of times recently in conversation with prospects and clients.
In order to effectively market your services you need an accurate description of your ideal client(s). If you target multiple audiences, simply do this for each audience.
A basic description would consist of eight points:
- Job Title
- Company Name
- Company Size – revenue and staff count
- Office address
- Incorporation date
- What do they sell?
- Who do they sell it to?
When I say this to some people they ask why do they need to be so specific; why the name? For me it helps to picture the person when developing a marketing strategy to target your ideal client. Obviously you aren’t looking to only talk to one specific company, but there will be a good number of companies with very similar profiles.
If you enjoy networking, whether online or in person, knowing the job title will help you choose the best events or discussion groups to attend or take part in. The same goes for what they sell and who they sell to. If you are a regular member of networking groups such as BNI, the job title, company name and industry sector will help your fellow members to make better referrals.
The job title, company size and incorporation date will help you identify what’s important to them and the issues they face and how you can help them.