When I ask agriculture business owners who their ideal client is, their answer is always “well whoever wants to buy from me!” Sound familiar?
When you are trying to create your website or market your business on social media, you can’t talk to everyone, because ultimately no one will resonate with your message. Your marketing should be all about your ideal client, which is why it’s so important to know exactly who this person is.
You might be concerned that if you narrow down too much or get too specific, you’ll leave people out. It’s a valid concern, but it’s not about the number of people, it’s about the QUALITY of people you are trying to attract. If you try to be everything to everyone, you’ll end up being nothing, to anyone.
The internet is crowded, so the more you nail down who you’re trying to talk to, the more that person will relate to what you’re trying to say. This is what get’s people’s attention.
Let me give you an example. What stands out to you more: 1) “We are marketing consultants in the agriculture industry” or 2) “We help service based, agriculture business owners increase sales using their website and social media ”. The second option, right? The more specific you are, the better. Think about a time when you resonated with someone online, were they speaking to everyone? Or speaking to people like you?
The more you narrow down your ideal customer, the more people you’ll reach. Plus, when you are trying to create content for your website, blog, or social media, it’s going to be a heck of a lot easier to write because you’ll be writing to ONE person.
If you are wondering where to even begin when trying to identify your ideal client, start with people who you’ve worked with in the past. If you haven’t worked with anyone yet, think about who you want to work with. Ask yourself the following questions:
- Are they male or female?
- How old are they?
- What is their household income?
- What are their values?
- What is their personality like?
- Why do they like buying from me?
- Why do I like selling to them?
- What stage of life are they in? (Newly married? Little kids? Teenage kids? Retired?)
- Who am I best equipped to serve?
- Who has the greatest need for what I’m offering?
Once you figure out who your ideal client is, start speaking their “language”. Everytime you market your business online, pretend you are talking to that one person. You’ll be surprised at how many heads you turn!