Today on the blog we are talking about five basic things you need to know about your ideal client in order to succeed. This is your blog, girlfriend, but in order to monetize and be successful you have gotta go after your ideal audience. I am here to tell you five basic things you need to know so that you can make sure your message is on fleek and resonating with the right audience.
During today's post we will also discuss how to figure out where your current audience stands using Google Analytics so you can see how your ideal and real client match up. Often we have an idea of what we want our ideal client to look like that doesn't match up with our real clients so I am going to share some ideas on how to fix that.
1. Your ideal Client's Age
So, the first thing you gotta do is figure out the age of your ideal client. Millennials are very different from Baby Boomers, Generation Xers, and more. Once you realize their age this will help you target your language (should you drop a few curse words here and there or keep it relatively clean?), font (can you keep it small or do you need to have a larger font?), colors (can you keep it bright or will darker colors work better?), etc. Age really does make a difference to how everything on your blog or business page is shared as well as where you share it. If your target is older your favorite social media network may be Facebook whereas if your brand is younger you can get away with things like Instagram and Twitter.
Since my ideal audience is made up of millennial women I spend most of my social media time on Twitter and Instagram over Facebook. I usually only share a couple of things on Facebook each week whereas I post about twice a day on Instagram and many times a day on Twitter. When I do use Facebook, I mostly hang out in Facebook groups over posting to my Facebook page. Most of my Facebook traffic comes from Facebook Groups and not my actual Facebook page since it is so difficult to get traction on Facebook pages.
2. Your ideal client's Gender
On my shop The Happy Arkansan Print Shop I have an adorable shirt that says "Last Clean Shirt" and it has a VERY feminine font. At the end of the day, I could have chosen a font that was more neutral or even masculine, but I didn't. I bring this up because I was showing my mother the shirt and she suggested that my dad and her support the shop and get matching shirts. I mentioned the font choice might not be the best one for my dad, because I didn't think he'd be into it. I was right, he wasn't. It wasn't built for masculine people though. It was meant for mainly feminine women.
Women make up about 90% of the audience on my blog and since this is called The Happy Arkansan Print Shop, I wanted to make sure that my store matched my blog as much as possible in it's direction and ideal customer.
Women and men have a lot in common, but there are somethings you have to keep in mind like font; colors; and what to offer or share with your readers if you have a different audience in mind. Also, how you choose to address your audience may be impacted by your audience's gender. I assume that most people who view my blog are women and I address them as women. I say things like darling, sweetie, lovely, etc when I write emails or talk on social media. Also, earlier in this post you saw that I used the words, "This is your blog, girlfriend," which indicates that I do see my audience as being mostly made up of women.
3. Your ideal client's Financial Situation
Okay, my audience is made up of millennial women who are getting their education and/or who work in a digital space. I know there are certain things I cannot easily sell to my audience. I have to be careful about the price of my own products and the price of the products I share online. I cannot expect a college student to be able to afford a $1,000 product, it's just not something I can even begin to consider.
If you know the financial situation of your audience you can either provide products at a rate they can afford OR you can provide your products in a way that is more affordable to them (think payment plans and limited time bonus deals.) You don't want to discount your worth, but at the same time if you are going after a specific audience you have to know the limitations of that audience or you won't sell much of your product or the products that you are selling for others.
Get your audience to understand bang for the buck
As a bonus tip, it is important to get your client to understand the concept of bang for the book. Somethings are going to take investments. You can't expect everything to be out there for free or for a $1. Provide VALUE on VALUE to your clients/readers and get them to understand why your product or a product you are selling is so freaking awesome! Test the product yourself if you are selling another person's product or get someone to test a product that you have made. What value did you get from this. Why does your audience NEED this product. I am a broke graduate student but I will invest in a $300 course or product if I think it would be a valuable asset to me.
4. Your ideal client's Location
Where your audience is can really impact what you sell. At The Happy Arkansan I love to share Arkansas brands, but I am also very specific about which local brands I share. I try to only share brands that have e-commerce websites because I know that a lot of my audience is actually in Texas and California so I want them to be able to buy anything I share with them.
Knowing the location of your ideal audience is so important because it can really dictate how you speak (do you use y'all or other slang words?), what brands you can sell them (as I stated earlier, you need to make sure your ideal client has access to the brands you showcase based on location), what language you use (if they are in Mexico, do you use Spanish as your language or something else?), etc. If you know their location, this gives you a large amount of information about your ideal client and how you can best serve them.
5. Your ideal client's viewing platform
No matter your ideal client YOU NEED TO HAVE A MOBILE FRIENDLY WEBSITE. Having a mobile friendly website is extremely beneficial and you would be surprised how much of your audience views you on mobile. Until recently I never really viewed blogs often on my phone, but once you get a smart phone this task becomes way easier. About half of my views come from mobile and/or tablets so it is really important for me that my website is mobile responsive.
You need to check out your site on mobile to see if you need to make adjustments to how your site is seen. You also need to understand how your ideal client may use technology. Since my ideal clients are millennial women, I know that technology is extremely important to them. They use technology often so I need to have a site they can view on mobile. If your ideal client is older, having a mobile friendly site may not be as important--but as you get older your ideal client will change and become more mobile friendly so if you want to have a long term business make sure your site is mobile friendly.
There is really no down side to having a mobile friendly site. Unless you find a website template that isn't mobile friendly that you really just adore, having a mobile friendly site doesn't affect your desktop website.
How Do I Find All this information out about my ideal client?
You can find all of this information pretty easily by looking at the Google Analytics that have been collecting in your account. Google Analytics is such a POWERFUL tool for all bloggers and infopreneurs who have access to it. If you do not have Google Analytics on your blog you need to get it now. Google Analytics is a FREE tool and with a lot of blogging platforms now it takes only seconds to install.
How to find most of these items in Google Analytics
- Age: Audience -----> Demographics -----> Age
- Gender: Audience -----> Demographics -----> Gender
- Location: Audience -----> Geo -----> Location
- Platform: There are two ways to get a handle on this stat. Audience -----> Technology -----> Browser & OS OR Audience -----> Mobile ----> Overview.
As far as their financial situation, it may be more helpful to send an anonymous survey or estimate where your ideal reader or customer is like based on generalities about the age, gender, location, etc information you already have by looking at Google Analytics
Be careful to understand real audience versus ideal audience
While I mention how you can figure most of these things out in Google Analytics, be sure that you are not confusing your real audience with your ideal audience. Unfortunately you may not be attracting your ideal audience. If you are, that's awesome! But if you are not don't be afraid to predict how you what you want your ideal audience to look.
What to do if your current audience doesn't match your ideal audience
There are a few things you can do if your current audience doesn't match your ideal audience. Here are four potential things you can do:
- You can adjust your ideal audience to meet the needs of your current audience.
- You can slowly shift your real audience to meet the needs of your ideal audience.
- You can scrap your current audience and find a new audience that matches your ideal audience.
- You can start a second blog or business that caters to your ideal audience.
Sometimes, you just don't attract the audience you thought you would and that's okay. You need to evaluate the content that you are offering to your readers, how your content is packaged (think about your images, your social media profiles, font, colors, etc.), and where you are sharing your content (where does your ideal audience hang out? On Pinterest, in Facebook Groups, on Instagram? You need to know this information.) Do your research, send out surveys, find a person or an actual reader/client on social media and see what they interact with the most, then see how you can implement all this information on your own blog or in your own business.
Don't be afraid to pick an audience
Picking an audience is very important. Whenever I think of picking an ideal audience I always come back to the words of Ron Swanson, "Never half-ass two things, whole-ass one thing," Ron Swanson was so right in this quote. Don't try to do everything and be everything to everyone. It doesn't mean you have to be pigeonholed and niche down to where you are only talking about one topic, but you have to find a way to succeed. If you are always talking for younger and older people, always trying to chose neutral colors because you want to attract men and women, always trying to please to many people at once, you will lose sight of what makes your blog special.
One thing I have heard a lot lately is that the riches are in the niches. I am not extremely niched down, but I know who I am speaking to, and I am finding a schedule that works to speak to those people. Don't be afraid to pick the people you want to resonate, because if they resonate with your blog they will share your content with other people they resonate with. Your ideal client is out there and they are honestly THE BEST representative for your blog or business.
In closing, you need to dive deep to understand your ideal client. When you have a firm grasp on your ideal client you can then see if you are attracting the right audience and finally you can see how you can best serve both your ideal and real audience in the future.