Your Branding vs Your target Market vs Ideal Client
This is where you define yourself. “Mom of 4, who loves coffee, researches endlessly and enjoys reading data sets for fun. I can be scatter brained and love to spend money on nice duvet sets, but bargain shop for clothing.” This is me. This is not necessarily my ideal client. (Especially that last part, if I’m a high end clothing retailer)
The second part of my brand is what sets me apart from others in my industry. For me, it’s unsurpassed customer service, and worry free shopping.
People will fall into your funnel because of your branding.
Your Target Market:
What you sell, who needs it, and why.
Don’t forget the why!!! For example:
I sell women’s clothing, to women ages 12-99, they need it bc they’re looking for something different and a more interactive shopping experience. My target market may be women who love bright colors, have a disposable income, and wear leggings. That narrows my market a bit. But that’s ok.
Your ideal client:
Who is raving about you already? Who is coming to you through your funnels? Who is attracted to you because of your branding? Is it who you enjoy working with? If not, can you filter parts of your personality and purposeful content to change that? Does your ideal client fit into your target market? Because if they don’t, you won’t see a conversion to sales.
If my ideal client is a bargain hunter but my clothing line hovers around $60 a top, there might be a disconnect there.
So how do you fix that? You either retarget your client, or you adjust your purposeful content to make your higher priced product more valuable. (Like showing 20 ways to wear it, or how long the fabric looks like brand new)
If you’re just starting out, you may not have a whole lot of people coming through your funnels, but I’m pretty sure you know the kind of people your would like to fill the end of your funnel with. So visualize them, then imagine the content that will connect them to your product.
For example, maybe I would love to fill the end of my funnel with fellow tree hugging hippies 🙂 but my product is high end jewelry. My content would need to connect my ideal client to my product. I might show them as gifts, or treats for themselves, or show a social good that my product offers (maybe they donate to a reforestation program).
This is a never ending process. You’ll see things within your community that will tell you which direction you need to head in. You’ll see that a lot in the suite. We’ll be chatting about things and asking lots of questions, and the next thing we know, Brenda pops in and says “I have just thing thing to HELP you with your problem.” Connecting us (her ideal client) to the products within her brand. She doesn’t throw us all out and find a client that matches her product. She changes the delivery of what she offers instead.
As social marketers we need to listen and adjust constantly to meet the needs of our ideal clients and make sure we’re providing content that connects them to our product. You can be besties with a snowman, but you can’t sell him snow unless you can show him why he needs it.