There is an old adage that says “If you’re advertising to everyone, you’re advertising to no one”. That is true today more than ever. So what does that mean for your lead generation efforts? It means before you invest a dime on advertising, or try to drive traffic to an offer, the first thing you need to do is identify your ideal client.
Your ideal client may not be whom you normally do business with. “Ideal Client” means just that. If you had a choice, who would you do business with? Think about the clients you have who buy more and buy more often, plus they refer their friends and business associates to your business. What is different about them? Are there more out there like them that you could be doing business with?
On the other side of the coin, who is the client you don’t want? What do you do when you have a client that terrorized your support people or is always a problem because they want things their way and they expect you to customize your service or product just for them? What would you do differently to avoid these types of customers?
Take some time and think through who your ideal client is or who you want them to be. Then you need to figure out what things they are interested in. This is called psychographic profiling. You may have heard of or even used demographic profiling but that’s not pyschographic profiling. Demographics are all about age, gender and income, among other things. I’m talking about learning their values, attitudes, interest and lifestyle.
The reason I stress psychographics is the Internet is all about people’s interests. The days of mass media is essentially over, which is why traditional advertising is just not working like it used to. You have to market to a specific audience in the way they want to be marketed to.
If you don’t know your ideal client and you are using the older methods of lead generation, you’re probably not getting as many leads as you could and they are definitely not as qualified. Figure out who your ideal clients are, what their likes and dislikes are, and where they go for information. Then, you can run effective lead generation campaigns.
