Getting your business online EP1 — Who’s your dream client?
Have you ever had a conversation with someone where they pour out their heart to you about a problem they’re facing and you just ‘get’ them? You understand them, emphasise with them and know exactly how you can help them?
When you’re marketing online this is no different. You want to identify this sort of person. Once you know who they are you have your dream client.
And everything will be easier…
Before we get into this article, I want to make a confession…
For many months now most of my focus went into helping my clients to establish their online presence, build marketing funnels, run online marketing campaigns, etc. However I came to the realisation that I haven’t actually implemented the things I’m teaching into my own business.
With the upcoming launch of my 3-month program where I help business owners and experts to bring their current business online so they can attract more clients and create an additional stream of income, I want to make sure that I’m helping them as best as I can. And I want to make sure that I’m a good ‘marketing role model.’
So with this article series I’m challenging myself (and you), to implement these things I’m writing about step by step into my own business. I have come up with a series of 30 ‘steps’ which will help any business to get ‘online’.
The whole ‘journey’ will be recorded through a series of videos and articles until I launch the program, so you can follow it if you want, and implement it into your business.
In 2017 it’s now become more important than ever to have a strong online presence if you want to grow your business or even ‘have’ a business.
I’ve experienced this first hand by working with clients, and I heard it from many, many of the ‘business gurus’ out there.
But I know that it can also be really difficult to take the leap and get started. This is why I’m writing these articles.
So… Are you ready for the challenge?
Let’s get started with ‘Episode 1’ — this one’s all about the very first step you should take before you do anything online…
It all begins with knowing your target avatar. Or better, your dream client. The term ‘target avatar’ sounds a little bit boring to me, so I’ve changed it to ‘dream client’ after reading about it in the book ‘DotCom Secrets’ by Russell Brunson (highly recommend).
Using the term dream client, makes any business way more exciting :)
You want to determine your dream client before you put out your services or online program, or even social media content out there.
Why? Because if you don’t know your target avatar you will struggle to:
- write compelling copy that speaks to a human
- create engaging social media content
- run Facebook ads that convert
- create a program/online course or offer a service that sells or…
- write e-mails that get provide value and get people to take action
In short, it’s important. And not only that, you’ll also have more fun knowing who you’re serving and creating all this content for. You’re also pushing your business in the direction of your customer’s problems instead of yours, making marketing a much easier task.
In order to establish your dream client and turn them into a ‘real person’, it’s best to know the following:
1) The ‘basics’ and their demographics:
Here’s an example of one of my dream clients (keep in mind that they are not actually a real person, but their demographics are similar to those of one of my clients. You want to make it as realistic as possible)
- Name: Natalie
- Age: 49
- Married, 2 kids who have recently finished school
- Income of around 100k
- Hobbies: loves to travel, spend time with family. health conscious.
- is business oriented…a small business owner/coach (e.g nutritionist)
2) Their goals/values:
- wants to build a business that is serving more people as well as generating an income that doesn’t always trade ’time for money’
- has online products/services ready and wants to get it out there
- is looking to travel in the future, spending less time directly ‘in’ the business
3) Where do they seek out information?
Depending on your target market’s interest, they will be ‘hanging out’ in different places online, where they are building connections or looking for solutions to their problems.
For example a business owner might spend their time on LinkedIn trying to build new connections. Or they might be reading specific blogs to help them with their business. They might also be on Facebook posting content on their page and having conversations with their friends/clients and network.
If we know that then we know which platforms are best to focus on. A platform that wouldn’t be as suitable for this specific target market is Pinterest. So we’ll ignore it for now.
You can also get more specific and write down a list of names of people they would follow on social media, the websites they visit, the sort of events they would attend, etc…
4) Their biggest challenges and pain points:
What keeps them up at night? What prevents them from reaching their goals?
- not having enough time from seeing all clients face to face. Enjoys doing one on one coaching/consulting but income potential is limited and so is the amount of people they can help.
- struggle with keeping up with new technology and social media. Needs to keep things simple.
- they are an expert at what they know and could talk hours about it, but they don’t know how to get started with marketing themselves online
Why might your dream client say ‘no’ to buying your product/service? Are they the only decision maker when making the purchase?
For example for my dream client these could be some objections:
- ‘This is going to take so much time’
- ‘It’s going to be too difficult.’
- ‘Will this really work for my business?’
6) How will you ‘attract’ your dream client and where will you ultimately take them?
The last thing you want to know about your dream client if you’re going to offer them your products or services online and get them to pay attention to you, is this:
- What’s the biggest issue at the top of their mind right now and how could you quickly solve it for them (e.g through a video, a checklist, a small pdf, etc)? This will be your ‘lead magnet’… but more on that in another post.
For example if their main issue is not knowing how to get started online, then you could create a checklist that goes through each single step, and gives them a good overview.
- You also want to think about where you will ultimately take them. What’s the maximum amount of value your can possibly provide for your dream client?
For example: will you take them on a 1-week health retreat where they finally develop the right habits to eat and live a healthy life? Will you work with them for 3 months and help them get their business online and providing them a clear roadmap to do it?
Once you know these things it will be much easier to do anything online. To sell your products or services. To create good content. To write engaging e-mails.
And one more thing before you go:
Realise that you can choose your dream clients. That’s the power of the internet and social media nowadays. Who do you really want to work with and build a community with online? Who needs your help the most? Who would you love to help?
Because I consider myself a ‘multi passionate’ person, I often struggle when it comes to making decisions about things. I just can’t decide. So I came up with several dream client avatars so I can centre my content around them. After I while I will hopefully find out who I enjoy working with the most, and pick one ’type’ of dream client to focus on.
You can do the same, or you can focus on one ‘dream client avatar’ right away. Whatever works best for you.
Also keep in mind that a dream client does not have to limit you. Of course you can help other people too. And you can go broad with your target audience. But having a dream client will make it much much easier to have a unique voice. And to create really strong content or products. It will turn you into a human and not a robot (which can easily happen online).
So congrats for getting to the end of this super long first post.
I hope it was helpful to you and I can’t wait to share the rest of this ‘journey’ with you. I hope you take up this challenge with me and implement some of these things in your own business. Especially if you haven’t done much online yet, but are curious of how it can work for your business.
In the next ‘episode’ we’ll talk about getting more clear on where your dream clients are and which 2–3 platforms you should (or want to) focus on. This will form your foundation for any online marketing activities.
So who’s your dream client?
And if you have one already, has it made it easier for you to communicate with them online? Let me know..