Attracting Perfect Clients (Part 2): How to Market To Your Perfect ClientApr 18, 2022
Once you know who you’re talking to, you need to know how to message to them in a way that attracts them to your business and makes them want to buy from you.
No matter what type of marketing you’re executing, whether that is an ad on Facebook or the luxury magazine, a social media post, or an email - you need to consider ONE thing:
What does your perfect client need to hear from you today?
Sounds simple, right? But, if you’re new to my way of marketing your business - this takes some practice.
For example, if you’re a family lawyer and summer is approaching…what might your perfect client be thinking about right now?
Well, she’s likely thinking about how she’s communicating with her ex regarding the kids’ schedules this summer. Who is going to take who where? Will the children have what they need at his house? Where are we going to arrange pick up and drop off after camp?
You get the gist. These are all questions that someone who is in the middle of a divorce or having child custody issues is thinking right now.
The content you post is addressing the challenges and pain points your client is experiencing TODAY.
Here’s the 4-step process you need to incorporate so your business will be seen by your perfect client:
1️⃣ WHAT TO POST ONLINE: When thinking about what to post online, you'll want to consider content pillars. A content pillar is simply the areas of focus - those topics that your business covers in-depth.
Content pillars provide knowledge that your audience is actively searching for by offering practical advice, tutorials, and tips.
Write down the top 3-5 content pillars that make sense for your business.
2️⃣ HOW TO POST ONLINE: 80% of your content should be specific to your business, industry or niche. 20% of your content can be inspirational or motivational.
If you want to grow your account, you need to be posting daily and at the very least 3 times per week.
3️⃣ VIDEO: Video is KING. If you’re not hopping on video a few times a week to post content online, you’re missing out on clients and cash. To grow your account, post Instagram reels a minimum of 3 times a week or on LinkedIn at least once a week. Also, use video in your Instagram and Facebook stories. This is the fastest way for your community to get to know, like and trust you.
The key to being successful on video is to have the information you plan to share organized BEFORE you hop on camera.
PRO TIP: Write down the top 2-3 talking points on a post it note and place it on your phone when recording. This keeps you from looking at your face (your eyes need to be looking into the camera and not focused on YOU) AND helps keep your thoughts organized.
Talk to One Person: This is really important. When you're talking on video, don't say things like, "Hi everyone!" - you're talking to ONE person or a dear friend. Keep that in mind.
4️⃣ OPTIMIZE YOUR SOCIAL MEDIA BIO: This IS your digital business card. Make sure your bio tells who you are, what you do and how people can connect with you. Also, the clickable link needs to send potential clients to a place you check often. This can be either an optin on your website, a calendly link, direct message or linktree.