It doesn't matter how niche your business is, there are always customers out there for you. Think about it, the internet allows us to connect with people all over the world, regardless of how far away from us they are.
That means that your pool of potential customers is much bigger and those people are so much easier to find than they would have been only decades ago. It actually blows my mind to think about it, what a time to be alive!
So are there any things that every client or customer has in common? On the face of it you might think this is a strange question to ask, all our businesses are unique and so are the people that buy from us, right?
Right for the most part, but we humans are creatures of habit. There are a few assumptions you can make to help you get into the right mindset for discovering those people that will love your business.
1 | Your ideal clients are not looking for a bargain.
I can't stress this point enough! The people you really want to be working with are not looking for the cheapest deal, and this is true for both product and service based businesses. They are looking for a quality service.
Please, please, please, don't undersell yourself. When you price yourself too low people will automatically get the feeling that your product is of a lower quality than another product that has a higher price tag. I know it's hard in the beginning to find happy medium for pricing where you're not going to put your customers off, but market research goes a long way in terms of helping you find the right price point.
Have a look at where similar businesses are priced, think about how much experience they have and how long their business has been going for. If you're a newbie with not as much experience maybe set yourself slightly lower, then you can increase your pricing as you see fit.
You can review your pricing every 3-6 months, people will understand that as you become more experienced and have a larger following, your business overheads will likely increase, and therefore your pricing will also increase. If you're wary about increasing your prices think about how you can add a little something extra to your product or service. Can you tighten up your project process, provide a little extra gift at the end, or if you sell products maybe refresh your packaging and promo materials.
It is important to mention you should not start higher and then decrease your pricing. Think about how you feel when you buy an item of clothing full price and then see it in the sale a few weeks later!!
2 | Your ideal clients are most likely on some form or social media.
No matter what type of business you have, I firmly believe that your customers use social media, whether that's Instagram, Facebook, Twitter, Pinterest, or all of the above. Even LinkedIn (snore...) counts as social media. Most people have some form of social media account nowadays, even my Mum. She's not got to grips with Instagram yet but she's a pro on Facebook.
It can seem like an impossible task at the beginning when you don't have many followers, but where there's a will there's a way. Keep showing up consistently; use relevant hashtags on Instagram, share engaging content relevant to your business area on Facebook rather than just posting about your work, and get pinning on Pinterest. Don't ask me about Twitter, that still baffles me...
Keep an eye out on the blog for more detailed posts on social media in the coming weeks, there's too much to share in a single post!
3 | Your ideal clients are going to choose you based on 'who' you are.
This is most important of all. I noticed big changes once I shifted my perspective and started infusing my own personality into my business. In an age of mass produced products and faceless corporations the general public are longing for something more.
We buy things because we respond with an emotion to the brand and product that’s on sale and feel a connection to it. “I love that product”, “That service really sounds like it will work for me” etc.
We also buy from people and brands we like and trust, and it's only possible to like and trust someone when we know them. You don't necessarily need to meet these people in person, just make sure everything you share on social media and everything written for your website is a true representation of you.