Many businesses are implementing a digital marketing strategy to connect with new clients on the platforms/apps they love best, but they're not sure what marketing messages to send out. This is where client profiles come in handy. Client profiles are a collection of psychographic data (pains, habits, values, interests) that will help you refine your marketing message so it speaks to your ideal client. The more psychographics that you have about your clients, the easier it will be to craft an effective marketing campaign. And the more direct the message to the ideal client, the less money you will spend on marketing.
Unfortunately, for many business owners it takes time and reasonable level of comfort to have these calls with their clients. The good news is the process is easier than thought and the result will move the needle on your digital marketing efforts.
You see, when you understand the pain point clients felt before working with you, then you can use that to create the client profiles and subsequent marketing campaign that speaks to the same fears and concerns of future clients. Matching your content message to the client profiles will make it easier for you to attract new prospects who are looking for help with their retirement planning or other financial issues that they may have at this stage in life.
Here are some quick tips to help you get started:
Step 1: Identify 7-10 clients for interviews
It is important to understand the client perspective on why they chose you from both long-standing and new clients.
Plan to conduct the interview via Zoom or GoToMeeting, and let your client know it will take no more than 30-minutes. Your client will benefit from having the opportunity to share deep insight into the relationship with your business.
Step 2: Make a list of questions that go beyond their interests
This is the step where many business owners drop the ball. The questions you will ask need to go deep to the reasons why your clients chose to work with you. In fact, why they even took the time to reach out for that first phone call.
What challenges will the client face if they were not working with you?
Why did they cancel their previous relationship?
If they did not have a (e.g. financial advisor) before you, why did they wait?
What does your team do to help the client overcome the challenges they had before they worked with you?
What was their biggest concern before deciding to work with you?
Step 3: Develop a marketing campaign that focuses on the pains your clients have shared with you
Once you remove the cover and have this meaningful discussion with your clients, you will notice some patterns. And out of those patterns (i.e. answers to your questions), you will develop a valuable new message that will connect with your future customers.