Article written by Robyn Kyberd
A while ago we covered the importance of identifying and understanding your ideal client. The term ‘ideal client’ is one of those buzzwords used in business. It gets bandied around a lot. People obsess a little over it, reading everything there is to know about how to create an ideal client avatar, and exactly which demographics you need to know: where they shop, what eat, what colour pyjamas they wear while sleeping.
And it’s all critical information (PJs aside!). But what exactly are you supposed to do with this info?
Once you have that ideal client profile, exactly how does it help you in your business?
The truth is, knowing and understanding your ideal client will inform pretty much every area of your business, from your branding, to the specific products and services you offer, and the platforms you choose to dedicate the most time to.
But you want specifics, right?
Here’s exactly how to use your ideal client to easily improve your conversions, and make yourself some extra moolah.
Why Is It So Hard To Convert Readers Into Paying Clients?
Let’s clear something up first, shall we? Conversions are hard.
People don’t like parting with their hard earned cash.
They don’t do it willingly unless they are a) desperate, or b) so in love with the thing they’re buying, it matters more to them than the money.
To sell your stuff you need to, either:
- Have a product or services that perfectly solves a problem people are desperate over, or
- Make people fall head over heels in love with you, your products, and services.
If you’re really good, you’ll do both.
And even then, even then, a 3% conversion rate is about average (2.95% at last count, to be precise).
But what does this conversion rate even mean?
Essentially, if you get to the point where 3 out of every 100 people visiting your site buy from you, you’re doing better than average.
It’s easy to put the focus on the tech, the advertising strategy, your web design, or nurture sequence, and the number of followers you have on Instagram…
When you drill down to it though, although all these things are important to improving your conversion, every contributing element works better when you know and understand your ideal client.
It’s important to take a step back and consider the people you’re trying to convert. To help you out, I’ve created a FREE Ideal Client Workbook, that will not only help you build the perfect Ideal Client Avatar for your business, but also ensure you’re using it to improve your conversions and grow your business…
How Your Ideal Client Relates To Your Conversion Rate
If you’re not effectively targeting your ideal client, a large chunk of the people you are trying to convert are lost causes from the get-go.
To put this really simply, if you have a 0.5% conversion rate, and fifty percent of the people you’ve targeted aren’t your ideal client, you could have doubled that percentage by merely eliminating the people outside your tribe from the equation.
Here’s just one really practical way your ideal client can directly impact your conversion rate:
Let’s say you run a PPC ad campaign on Facebook, and you target women between the ages of 20 and 50. Maybe your product is female-specific, perhaps you just love working with women. Whatever the reason, you give yourself a pat on the back for a job well done.
That’s a targeted ad campaign, right?
Not so much…
How To Use Your Ideal Client For Effective Advertising Targeting
Using age and gender is more targeted than showing your ad to everyone, but it’s not nearly as specific as it could be (especially true if you don’t have a gender preference!).
Here’s a quick example of how a few simple ideal client demographics can really hone down your target market to improve your conversions.
If you really ran an ad targeted at women between the age of 20 and 50, your target audience would be around 578 million people…
Let’s narrow that down a bit (or a lot!).
Where do they live?
Even narrowing it down to Australia, the UK and the US, you’ve eliminated about five hundred million people!
Don’t discount demographics that seem obvious.
For example, what language does your ideal client speak?
This is one people often ignore, because it seems obvious to them. If they’re targeting people in a specific country, they assume it’s a given, but it’s not!
Let’s say your ideal clients all speak English. That narrows it down by another six million (see what I mean about not leaving out the obvious!).
Now you can get really specific.
Do your ideal clients have a common interest?
Let’s say they’re all business owners. We already know they’re women, so it’s likely they follow (for example) The Female Entrepreneur Association. It’s also possible to select ‘small business owners’ as a demographic or interest – choose demographic. This means those targeted are likely to actually own a business. Now, say goodbye to another seventy-four million people.
The conversion rate you get by adding nothing more than your ideal clients’ location, language, and two interests will be massively improved.
If you’re not sure which interest will work best, you can run two ad sets, use one for each, and split test to see which is more effective.
Targeting people using your ideal client information means you spend the same on advertising, with massively more efficient results.
And that’s not even as specific as you can get with targeting. Not even nearly.
When you know your ideal client backwards, you can target them even more specifically. Download my FREE Ideal Client Workbook now to make sure you have every demographic needed to nail your ad targeting.
But the power of your ideal client is way more than merely making your ads more targeted.
The Sweet Taste Of Honey
Ever heard the expression, ‘You’ll attract more flies with honey than vinegar’? It applies here.
When you’re trying to attract prospects to your website or other platforms, and convert them into sales, it helps to have something sweet to entice them.
If you’re trying to convert people with metaphoric vinegar, you’re not going to get anywhere fast. But, if you have honey, they’re going to be eating out of the palm of your proverbial hand.
The most significant difference between people who are your ideal client, and people who aren’t, is that when you’re using your ideal client avatar correctly, they will view your content, products and services as honey, while people who aren’t will think it’s vinegar.
It’s not just your adverts that can be highly targeted at your ideal client. Your products, services, and content, can all be created in such a way that they do two things:
- Perfectly solve a problem that has left your ideal client desperate.
- Provide so much value that your ideal client falls in love with them (and you).
And that’s the twofer: desperation and love will make it a lot easier for people to buy from you.
They will also make it far easier for your ideal client to find you.
That means you don’t have to spend so much money on advertising and marketing; your ideal clients will come to you. They will be naturally drawn in by all that lovely honey, and remain, ready and waiting to convert.
Improving Your Cost Per Lead
People who find you because they love your stuff are far more likely to want one of your free opt-ins and sign up to your list. They will be far more responsive to your nurture sequence, and more likely to convert.
Even better, by converting them, you’re helping them, and the use of ideal-client-specific ‘honey’ will improve your Cost Per Lead (CPL).
Think about it. If you have to spend $200 on advertising to convert ten people, you’ve spent $20 for every conversion you’ve made.
If on the other hand you create amazing content that converts ten people, your conversion rate will remain unchanged, but your CPL has dropped to zero.
Talking To Everyone Sells To No One
All entrepreneurs start out talking to everyone. They will bend anyone’s ear off about their business, because it’s all so shiny and new.
If they’re savvy, they figure out quickly that talking to everyone in their marketing is about as annoying for the people uninterested in their offerings, as it is for the friends and family who don’t understand what they do.
The smart marketer realises that ‘spray and pray’ marketing (spraying your message at everyone and praying someone bites), is a fool’s errand.
It doesn’t work.
But most entrepreneurs aren’t that savvy when they start out, and haven’t yet done enough marketing to be smart about it.
I know seasoned, experienced business owners who still rely on spray and pray marketing, and can’t wrap their heads around the concept that specificity will make their businesses more profitable.
The problem is straightforward: FOMO.
Fear Of Missing Out Is Crippling Your Conversions
When you get specific in who you target there is this FEAR that you’re missing out on loads of money that could come from other people.
Why reduce your ad campaign from an audience of 500+ million to a mere 18 million? (Or, if you’re targeting is on-point <500,000.) If they all gave you a dollar, you’d have $500 million!
But they’re not going to give you a dollar!
Most of them won’t even click your advert. Of the ones that do, a lot of them will be completely uninterested in what you’re selling, and won’t give you a thing (even if you’re only asking a dollar for it!). Not because there’s anything wrong with what you’re offering, but because they’re not your ideal client.
Your stuff isn’t for them.
You feel like you’re leaving money on the table by narrowing your audience, but you’re saving yourself money, and potentially boosting your income massively.
Every person that clicks on an advert costs you money.
Wouldn’t you rather as many of the people clicking your ad as possible, who are costing you money, are likely to buy from you?
Why pay for a lead you know isn’t going anywhere?
The worst part of failing to use your ideal client in your targeting is that even the people you catch who are your ideal clients won’t buy from you.
Because they don’t think you’re for them.
And you can’t blame them for that, because you don’t think you are either. You believe you are for everyone. You’ve designed your content, products, and services, to appeal to everyone, and as a result, they’re not appealing to anyone.
Generic Marketing Messages Don’t Work
Even if your offerings are tailored to your ideal client, and utterly perfect for them, if you’re marketing to everyone, your copy will be written in such a way that it’s suitable for everyone.
To put that another way, it will be generic.
When you understand your ideal client you can not only craft all your fantastic stuff to perfectly suit them; you can craft your marketing message to speak directly to them.
You can get so specific in your copy that your ideal clients will think you wrote it for them, personally. You’ll tell a story, and they’ll think you’ve been spying on their lives.
The phrases and expressions you use will be the same as theirs.
And when you describe the fundamental problem you’re about to solve, they’ll think, “Oh my god, that’s me! She’s talking about me!”
Getting Your Ideal Clients To Self-Select
When you market to YOUR ideal client, they respond to your message in a very profound way.
You don’t have to tell them your product or service is for them; they will instinctively recognise it and identify themselves as your client.
You’re the one who understands them.
You get their problems, their frustration, and their desperation.
And you’re so relatable, it’s like they’ve known you forever!
They love you so much they’d rather watch your vlog than talk to their other half, because you get them.
A marketing message that makes people feel like this way speaks directly to them. Creating that kind of reaction in your prospects is the best way to improve your conversions.
You will never get that from a marketing message directed at everyone, because you can’t be specific enough. You have to be generic. And in doing so, you ensure you’re speaking to nobody at all.
If your conversion rates are in the toilet, focusing your message more keenly on your ideal client (and perhaps niching your ideal client down further) will work wonders.
Pop your details in the signup box below, and check out the Ideal Client Workbook for a more detailed breakdown of exactly how to figure out what your ideal client cares about most, and a checklist to help you put all that juicy info to work. Use the workbook to refine your marketing message, so it’s speaking directly to your ideal client, target your marketing and ads to them, and ensure you have content, products and services they are desperate for and will instantly love.