Be honest… on a scale of 1 to 10, how happy are you with your current clients? One of the most crucial elements of marketing is ensuring you are targeting the right clients. But how do you approaching marketing to your ideal clients–and what do you do if you keep attracting the WRONG people?
Have you been having difficulty booking the right clients?
Have you found yourself sifting through dozens of leads that never respond or seem to have no idea about the services you offer? Marketing to your ideal clients is something you'll need to master as a biz owner. And here's the thing…
Marketing to your ideal clients doesn't have to be hard.
And if it is… you're doing it wrong – but you are not alone. This podcast episode + blog post will help you to fix your marketing so you're attracting the right clients. So what five mistakes might you be making with marketing and targeting the right clients?
YOU DON'T KNOW WHO YOU'RE TALKIN' TO
If you're hearing crickets – or if you're getting leads that don't align with what you do or the price of your services – you're talking to the wrong people.
80% of businesses fail because they don't know who their ideal clients are. But here's the good news: you've got time to fix this!
So, here's what I want you to do: take a step back, and reevaluate who your ideal customers are. Ask yourself:
- What do they value?
- What motivates them?
- What challenges do they face?
- What are their problems?
- What are the symptoms of their problems?
- What's their story?
- What objections could they have about hiring me?
- What does their life look like now?
- What do they want their life to look like after I work with them?
The questions I've given you above are way more insightful and impactful than a bullet point list of demographics with their age, sex, and location.
In order to attract your ideal customers, you need to know more about who they are, what they value, and what problems they have so you can *fix* their problems.
I want you to know your ideal customers like you know your BFF – and you know she's complex!
So take some time to understand who your ideal clients are, and once you know more about them, you can start speaking to them directly.
Sidenote: If you're a wedding pro, I teach this from top to bottom inside my mini-training, The Client Cocktail.
YOU'RE NOT MEETING THEM WHERE THEY ARE
Marketing is a process that sometimes has to be proven by trial and error. You have to throw things at the wall to see what sticks and is best for your business, but the downside to that is the “things” your throwing is hard-earned money and time.
Money that you could otherwise use to grow your business, hire a coach, invest in a new product, or even better, go on vacation with your family.
If you're not attracting your ideal customers with your marketing, you might be shouting about your service in the wrong place.
In order for your marketing to be effective, you have to position yourself on marketing channels where your ideal client is.
So, where are they hanging out?
If you're a wedding pro, business coach, or provide services for biz owners – trust and believe your ideal clients are on Instagram and Pinterest.
But are you?
This is one of the biggest mistakes small businesses make in their marketing: they choose marketing channels that are targeting the wrong people.
Take a look at who you advertise with and where you show up and ask yourself: is this website, platform, or magazine targeting the people I want to attract?
If the answer is no, you should re-evaluate whether marketing with that company is really to your benefit.
YOUR MESSAGE ISN'T CONSISTENT (OR YOU DON'T EVEN KNOW WHAT YOUR “MESSAGE” IS)
Marketing isn't Instagram, Pinterest, networking, Facebook Groups, Twitter threads, magazine ads, sponsored posts… you know the list.
Marketing is simply sharing your message so it can find, and attract, the right people.
Once you understand and embrace that, you can find the channels (like I mentioned above!) to connect with your ideal customers.
But what's your message?
Messaging in marketing is critical. You could have the world's greatest product or service, but if your message is unclear, no one will buy.
If your message is all over the place and changes from day to day, no one will buy.
If you don't know what you do, how you do it, why you do it or who you do it for – your message won't make sense.
Knowing your mission, vision and purpose will help you create a concise message that you can share, consistently (aka ALL THE DANG TIME) to attract your ideal customers.
They'll see themselves in your message – and that's the power behind marketing.
I also teach this, step-by-step, inside my group coaching mastermind for wedding pros, WeddingPro Insiders.
YOU DON'T HAVE A PLAN
Your marketing deserves to have an organized, concise plan of attack.
It also needs to have some room to experiment, try new things, and test out your message.
You're making a huge mistake if you don't sit down and think about your marketing plan. The best way to approach a marketing strategy is to map out a plan for each quarter – or every 90 days – so you can evaluate, learn, and experiment some more.
A marketing plan doesn't have to be complicated, scary, or some 75-page presentation. All you need to know is your message, how you're going to deliver your message, and what your end-game goals are.
Try opening a Google doc and start brainstorming topics you can talk about, what kind of results you want to get, and how you can reverse engineer those results.
But remember, all that will be for nothing if you don't know who you're talking to. Once you do, marketing to your ideal clients becomes a lot easier.
YOUR BRANDING SUCKS
There was no kind way to say this – but if you're doing all the above, and your still not connecting with your ideal client – then your visual branding might be the problem.
We all buy with our eye – whether it's that bottle of wine you picked up at the liquor store or a new skincare product you found at Sephora – as consumers, we buy with our eye.
Your marketing and branding may not be the kind of visual eye candy that your ideal clients see as trustworthy.
Your marketing should be unique and consistent with your brand – and your brand is more than a logo or pretty business card.
The information you put out into the world as a representation of your business should be a reflection of your identity and also be appealing to the clientele you are trying to attract.
If you're a wedding planner and you cater to clientele having a $100,000 wedding or higher and your marketing doesn't speak to that demographic – you're not going to see them walking through the door.
If you're a biz coach promising to get people incredible results in their marketing and your website looks janky af – no one is going to hire you.
I am a huge fan of going the extra mile to ensure your marketing, across the board, is a visual ambassador to your brand.
If you DIY'ed your brand, now is the time to enlist a pro to help you develop a branding experience and mark that is, well, above the mark.
Explore These Resources
- 4 Strategies to Help You Book MORE of Your Ideal Clients
- Hailey Dale Shares How You Can Run Your First Content Experiment
- 5 Sales Strategies to Book MORE of Your Ideal Clients
- 5 Things a Biz Plan Will Reveal About Your Business
- Sign up for the free, on-demand masterclass The Ideal Client Blueprint
- Podcast Episode: 044 Charging What You're Worth is a Big Lie
- Podcast Episode: How to Build a Brand Your ICA’s Trust with Bernel Westbrook