A 5 Step Digital Marketing Guide for Attracting Your Ideal Customer

Most businesses would agree that finding the ideal customers is the key to success. The trouble is, many businesses only have a vague idea of who their target customer is, making it easy to fall into the trap of marketing too broadly. 

Ensuring your digital marketing strategy is speaking to the right customers as opposed to just anyone is of vital importance. The Rockefeller Corporation reported that 68% of customers leave businesses that don’t seem to ‘care’ which, in digital marketing terms, means businesses that haven’t targeted their marketing to the right people. 

It can cost five times more to attract a new customer than it does to retain an existing one so don’t make the mistake of selling to clients that don’t match your ideal client profile.

Your ideal client also needs to feel you are their ideal supplier, so knowing who to target and what problem you’re solving for them allows you to create content based on that demand. This is what will generate genuine engagement.

If you want to ensure your digital marketing strategy is actually attracting your target market, take a look at this five step guide:

Step One: Get clear on your customer profile

As mentioned, knowing your ideal customer is critical to reaching, attracting and converting profitable ‘real’ ones. Build yourself a customer avatar - a profile of your ideal customer, their needs, beliefs and challenges - and don’t be afraid to go into detail about their age, their job profile and the kinds of media they’re most likely to consume. This will not only help you identify the problem or need your product or service solves but also who, specifically, it’s for. 

This is one of the most valuable exercises you can do. It helps you gain clarity on what types of content your customers value and will inform the kind of information you put out to attract, nurture and convert them.

Step Two: Ask questions 

Reach out to potential customers to find out how they feel about your products or services. Though this may seem like a step to inform your marketing strategy, it’s actually a strategy in itself. Wantedness found that 72% of UK consumers will only consider brands that show they understand and care about ‘me’. People like to feel valued - interacting with customers shows them that you care. 

Step Three: Position your brand

Once you’ve worked out your ideal client avatar you’ll find it much easier to work out your content niche. Your content should stand out from the crowd by targeting a very specific audience. This allows you to showcase your uniqueness and position yourself as a thought leader in your field. 42% of consumers say they don’t trust brands, which is largely down to inconsistent marketing. Get your brand or business to shine online by offering clear, uncontradictory and consistent messaging across all your communication channels. 

Step Four: Show up

Speaking of consistency, show up online when you say you’re going to show up - if you’ve promised potential customers you will be delivering content at a certain time or in a certain place, deliver it. By now you should’ve been through steps one to three, so you should find it much easier to identify the content that will add real value to your network.

Building a community that can rely on your brand to show up and support their needs will result in increased loyalty and a customer base who, in turn, will show up for and support you. It is this two-way interaction that builds lasting relationships. 

Step Five: Look after your existing customers

Lastly, don’t forget about the customers you already have. Increasing customer retention rates by 5% increases profits by 25% to 95%, according to research done by Frederick Reichheld of Bain & Company so if you already have ideal clients, ensure your customer service is really serving them well - these are the people that act as your brand ambassadors. It can also lead to new business, too, according to Groove HQ - its survey found that one happy customer can equal up to nine referrals, making your existing clients’ satisfaction a priority.

For more tips, tools and techniques to revolutionise your online presence check out my free Ultimate Digital Marketing Guide.