Sales and Marketing - Jen Jordan
Jen Jordan brings a wealth of life and leadership experiences to her writing. After 10 years creating a variety of content for a nonprofit, Jen decided to establish her own writing business. She specializes in creating high quality blog and website content for small businesses. When she's not writing, Jen is a competitive triathlete with a goal of completing a triathlon in all 50 states.

Ideal Client Profiles: Why Every Small Business Needs One

Ideal Client Profiles: Why Every Small Business Needs One

Marketing is challenging even in the best of circumstances, especially for small businesses with limited resources and time. Identifying your ideal customer or client is an essential strategy for most small businesses that want to use their marketing resources wisely.

What is an ideal client/customer profile?

An ideal customer/client profile is a detailed outline of your business’s perfect client. Who would benefit most from your product or services? And what kind of individuals or businesses do you enjoy working with most? Those are your ideal clients/customers.

Why is identifying your ideal client so crucial for a small business?

Many small business owners believe that if they market to as many people as possible, they will bring in more customers. Unfortunately, this isn’t true. You’ve probably heard the saying, "You can’t be all things to all people." Having a clear understanding of your ideal customer helps you plan your marketing appropriately to reach the clients who will most likely need or want your products and services.

Targeting your marketing strategically means you’re getting a better return on your investment and attracting the types of clients you enjoy serving and are the most profitable.

Defining your ideal customer/client also helps you define your product or service from the customer’s perspective. What problems or "pain points" are you an expert at solving? How does your business improve your customer’s life or work? Greater clarity around these points can help you emphasize your business’s most important (and most profitable) aspect.

Determining the geographic location of your ideal customer and when they are most likely to buy your product or service can dramatically impact your business strategy.

How to create an ideal customer/client profile for your small business

While every industry or business uses slightly different details to determine their ideal customer, a great place to begin building your ideal customer profile is in your current customer list.

Who are the customers that you’d love to have more of? What do they have in common? Things like gender, age range, geographic location, income levels, hobbies, family status, and even employment status can all be key details in your profile.

Consider your ideal client’s typical habits. What do they usually read? Where do they search for information? Are they always on the go (and using a mobile device), or do they use a desktop computer? What kinds of social media platforms do they use? You can reach them more directly via online content and advertisements by identifying these patterns.

Knowing your ideal client’s goals and "pain points" can help you write effective marketing content. If you own a lawn care company that targets homeowners with families, knowing that your ideal client has a goal of not having to manage the lawn care and keeping it safe for kids and pets will appeal to them and have them listen to what you say.

How does your ideal customer make buying decisions? Some people purchase impulsively, while others take time to research, shop around, read reviews, and gather as much information as possible before making a decision.

It’s critical to know the typical purchasing habits of your ideal customer so you can provide the right resources (and website format) to accommodate them. If your ideal client is a "researcher," then it will be essential to offer content for them to read. Create comparison charts to help them understand your product or service compared to your competitors. Make sure your website includes reviews and feedback.

On the other hand, if your ideal client is an impulse shopper, it’s essential to have a streamlined and straightforward buying process with a card payment option.

Many other details and factors can go into creating an ideal client/customer profile. It may take time for you to refine your profile.

Taking the time to identify and understand your ideal client enables you to serve those individuals better, thus improving the overall quality of your business!

Works referenced/cited