Is Your Business Targeting the Right Clients?

As businesses reopen and start to pick up speed after COVID-19, wasting time and money on ineffective marketing is something you just can’t afford. A winning marketing campaign can build brand awareness, boost lead generation and increase your revenues – if you get it right.

Know your target market so you can speak directly to your ideal customer. You can’t sell to them if you don’t know who they are! Put together a client avatar (or several), profiling your best-case scenario customer. Then get to work on making them your regular clients and a part of your community.

First thing’s first…

Who are your clients?

Developing client profiles will help you focus on marketing successfully. Though putting together profiles of your ideal customers doesn’t mean that they’ll walk right through your doors (or virtual doors), it will direct your attention where it’s actually needed for the results you want. Be specific when determining your ideal customer. The more info you include, the more targeted your marketing will become.

Start with these simple suggestions and drill down as specific a profile as you can:

• Age (include a range for ease)
• Gender
• Occupation (Do they sit at a desk all day? Do they work long hours or do shift work?)
• What’s their estimated income? (This can help you price your services and promos appropriately.)
• Other pertinent details: Do they have mobility limitations? Are they mostly moms or motivated athletes? Be as specific as you can be here.

This is just the start! Use these factors to take a close look your marketing endeavors thus far. Are you using the best medium for your ideal customer? Are your promos something they’re interested in? Start with these basics to gauge the success of your past marketing and forge ahead with a new, strategically targeted plan.

Where do your clients live?

There are two things to consider here: in-person visits and online clients. Both are important because they affect your marketing differently.

Clients coming to your location: Are your clients travelling to your business or do they live within a 10-mile radius? Location is important because it will affect the traditional marketing methods you use. For example, if your target market is in your neighborhood, a promo advertised on your local radio station or in your neighborhood newspaper might do the trick. Or, if your target customer commutes to your business, avoid offering very early morning classes that are inconvenient for their schedules.

Online services: It’s a big world and with the addition of virtual services to most of our businesses, it can seem like a hard one to pin down. Stick to your profile! Rather than targeting every country and clients who speak multiple languages, use your time and money wisely by focusing on markets that fall into your profile to target real potential clients.

What drives your ideal client?

Motivation plays a big part in targeting the right client, too. Answer questions like:

• What are your ideal client’s goals and desires?
• What issues or challenges are they facing?
• What does success look like for them?

Once you get clear on what’s motivating your ideal client, you can develop proactive strategies to help them reach those goals while growing your business.

What types of clients should you target?

Now that you’ve considered what drives your ideal client, take it a step further by getting to know them! Get into the head of your potential customer to target and address their needs. It’s time to consider who – and how – your business can help! Here’s a look at some potential client avatars to help you get an idea of who you should be targeting:

• Beginners who lack knowledge and confidence
• Intermediates who dislike working out alone and fail to push themselves to get results
• Athletes or advanced clients who like support to help them become the best versions of themselves

When you figure out what they need, you can market solutions that will appeal to your ideal client and get them through your doors.

Who is your client?

It sounds simple, but defining your ideal client helps you reach them, relate to them and turn them into a long-term customer. Often businesses try to target everyone, without much thought to what each market looks like, and that’s where that strategy falls apart! Get to know your client. Determine their needs. Offer solutions that will help them achieve their goals. Not only will you grow your business this way, but you’ll also strengthen your client relationships and build a loyal clientele.

As our businesses evolve post COVID-19, make the most of your marketing dollars and use your time wisely by targeting the right clients to build your business. Get the tools you need to get the job done right. Need help reaching your target clients and marketing effectively? We can help! Learn more by booking a free, no-commitment demo with WellnessLiving today!