This month we have been discussing your audience. Last week I wrote about market research as I felt that online service providers struggle in this area. Now, I will help you define and find your ideal audience online.
Definition of Ideal Audience
Neil Patel says the simple definition is…
“A target audience is a share of consumers that a business directs is trying to reach with their advertising efforts.”
neil patel
He then goes on to say this…
“The intention here is to target a group of people with the education, goals, interests, and problems as your ideal customer.
Neil Patel (link above)
Basically, you want to target people who will buy your stuff.”
My Definition
Let’s say this about your ideal audience or target audience as it’s also called,
“It is a group of people you have considered carefully, researched thoroughly, and have confidence that they need your product(s) or service(s) and believe these (products/services) will solve a problem for them.”
~Tammy
#1 – What Problem Do You Solve
This is the first question. If you are an online service provider you probably a variety of services. Some of these could be considered Freelancing, Digital Marketing, Social Media Management, Online Business Management, or Virtual Assistant services. There are many more I could have added. This means that you need to solve something specific for your audience. What do you hope to solve for them?
You can start by listing out a number of problems that those who use these services may have. If it were me, as a business coach (and marketing), I would list the things I need help with most.
It might look something like this:
- Social Media – DONE – Have a great VA
- Helping Organize my Google Drive
- Organizing and Deleting Emails
- Setting up an online course – future endeavor but want to be ready
- Email Marketing
- SEO
- Help with Launches (Mastermind Group Coaching, Course, Book, etc.) – future endeavor
- Graphic Design (tweak my logo colors, do a PR Kit, help with a Brand PPT Template) – future need
Multiple other items. If you saw this list and you can solve many of these things it may help you write your content. You could write articles about “How to Organize Your Google Drive in 30 Minutes” or “7 Ways to Clean Out Your Inbox – in only 5 minutes a day”. You are probably coming up with many topics in your head right now. It’s that easy once you know what you provide, what problem you solve, and who you are addressing and fixing problems for, which brings us to the next item.
#2 – WHAT Type of Audience Is It
It’s not enough to have a niche in the type of services you provide, you should also narrow down your type of audience.
Since you know the definition of the ideal or target audience, now you need to consider what type of audience it is. Who do you want to serve or provide products to (who are the customers/clients you would like to work with)? If you have been in business for any time you may already have an idea of the clients you really enjoy working beside.
As online service providers, you are partnering with them in order to help them in the problem area discussed in the definition. Sometimes, the problem itself will lead you to the client as they will be the main group who struggle with that specific issue.
Let’s say the problem you are solving (and really enjoy) is writing articles on fitness and health. Well, that is a specific people group, coaches. Not only would it be a coach but by narrowing it down further as a Fitness or Health Coach you can really target them with the right kind of content.
Being specific about the type of people you want to work with will help you write better content that will reach the right audience. Thereby, obtaining you more clients in the long run.
#3 – Buyer Persona Versus Storyboard
“Buyer personas are semi-fictional representations of your ideal customers based on data and research.”
–Hubspot
A Buyer Persona worksheet is where you theorize and imagine the person as an avatar you name. What about instead of creating a buyer persona I share a storyboard I created based on Mojo Media Labs version? This is a great tool to use as it helps you formulate the reasons they need you, the arguments they have for not using your services, how they will feel after you use your services, and more.
I encourage you to download this great tool to help you with your ideal client’s language and answer any arguments you may hear so that you are prepared.
Complete one storyboard for each type of ideal client you may have and this will help you with marketing wording when you go back to your website and even in social media posting. As you plan out your own storyboard you will begin to see a pattern in the ‘client’s obstacles’ as well as ‘what will change for your client’ after you work with them.
You will see how you can reword the obstacles into how you can solve this for them then they begin to see your true value.
#4 – RESISTANCE Arguments
They will always have some resistance. So, you need to be ready with answers to help them see that you not only understand the problem but that you can also solve their problem. What might some of the arguments they will use look like? Actually, list the arguments so that you will be able to devise answers to these.
Under “Your Client’s Obstacles” on the Storyboard you can list their resistance arguments of “why not use your services“.
#5 – ANSWERS to the Arguments From Your Ideal Audience
These will be some of the questions they may ask you as well. Always be prepared. You can also use a separate list in your digital notebook or wherever you keep notes and have them ready to answer the arguments from your ideal audience.
Let’s say, their argument is “I’m not sure yet”. Your answer may be, “I understand it is a big step, however, if you do not take this step you may be in the same place next year that you are now.”
Perhaps they give the “I cannot afford it” argument. You may say something like, “I do have payment plans to help.”
#6 – Where to Find Them Online
Lastly, let’s talk about where you find your prospective clients online. This will involve some research. We recently discussed market research and this will help define your audience as well as find the audience.
I would start on the social media platform where you are most of the time and look into groups that your ideal audience would participate in. If they are a plumber then perhaps there is a group for ‘plumbers questions’.
Find a group that your type of client would be in and join it. Do not be spammy but sit back and listen (watch) at first and if anyone presents a problem and you can help simply give a good, complete, and honest answer. Continue to do this moving forward and you may become the group expert in the topic related to the services you provide.
This will in turn bring clients. Keep in mind it is a slow game, and is not an overnight success program.
Finally
Remember to be yourself in all of your content moving forward, including in groups. You want your audience to see the real you and those who should be clients will eventually find you as well. All of this is long-term and not overnight but consistency is key.
Thank you once again for reading. I hope you have a fabulous day.
Let me know if I can help you with anything.
Business Coach|Speaker|Online Instructor
