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  • Dan Heinrich

Who is your target audience?


The world is changing - vaccines are rolling out, the weather is getting better, and people are starting to find another "new normal". When growing your own business, your approach to finding clients and providing services needs to evolve with the surrounding world. Long story short, when the world changes, you need to change with it. Thankfully, there are a few easy things you can do right now (and revisit regularly) to help you remain relevant for both your business and your clients.



DEFINE YOUR CUSTOMER PROFILE

Who is your ideal customer? How old are they? Where do they live? What's their economic status? What do they do for fun? The more refined you can identify who your target audience is, the easier it will be to ultimately build your onboarding funnel for new clients. Take a moment to write down and identify who is your ideal client, and that will allow you to figure out the best way to access them.


PUT YOURSELF IN THEIR SHOES

Now that you have an accurate vision of your customer profile, put yourself in their shoes and think about their day-to-day. Who are they normally interacting with? What brands do they associate with? Where do they spend their time and money? If you're trying to connect with a certain type of clientele, you need to make sure you're putting yourself in the right situations to be discovered. If your target audience is older, you may more easily find them through email and Facebook. And if they are younger, TikTok and Snapchat may be more appropriate. You need to find out where your ideal clients spend their time and the types of content they consume to efficiently attract new clients. Partnership collaborations and promotions work best (think brands and influencers) because they already have an engaged target audience. For example, if you're a chef teaching virtual cooking classes, partnering with local restaurants may make sense as an additional service to the local community. Use this to your advantage to hit motivated and interested target audiences.

MAKE IT EASY Now that we know who we are trying to target and where we can find them, let's build your onboarding funnel. What's your potential client's pathway from promotion/advertisement to your first session? Through Instagram, it might look something like this: promoted post -> swipe up for link -> landing page in bamboo -> join the event! Or how about through a targeted mailing list: email -> link to a landing page in bamboo -> join the event! Remember, general advertising/promotion hit rates are 2%, so the easier it is to create an onramp for your potential clients, the better. Think of every step in the onboarding funnel that your client may go through and make it as frictionless as possible. And more importantly, every business's onboarding funnel is unique! Every target market is different and therefore what works in one business or for one event may not work for another, even in the same industry. Experiment with a few different ways to attract clients and take notes on what works and more importantly, what doesn't. Defining your target audience, identify your customer profile, and building a seamless onboarding funnel takes time. And, as the world changes (a good rule of thumb is to review this quarterly), so should your approach to your clients. Keep your offerings fresh, experiment with different ways to attract new clients, and most of all, enjoy the journey!


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