More Clients or More Profitable Clients?
Who are you targeting with your digital marketing – more clients or more profitable clients?
Do you have a small-to-medium size B2B offering a great service but with finite resources to service client accounts? Then think about segmenting, targeting and positioning your services to your best clients in business sectors which are the most profitable and efficient to service. These clients will typically spend more with you and bring ongoing repeat business. Likewise these clients will receive most value form your service, so its a win-win.
How do I know who my high value clients are?
Look at your books to see which clients are generating the most profit. BUT it’s not just the bottom line – are these clients or industry sectors a good fit for your business? Do you work well together over the long term and offer each other the best value from your service?
How do I reach these high value clients?
The first step is to build a customer persona.
“Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers better, and make it easier for you to tailor content to the specific needs, behaviours and concerns of different types of buyers.” (HubSpot, 2018)
How do I build a client persona?
Examine your top five clients and ask some appropriate questions to build a general picture of who they are and which business sectors they are in. Research their social media habits to pinpoint how to reach them. Build a picture of this ideal fictional client and give them a name.
Speak Directly to Your Client
Now you know who your ideal is and you know where to find them, it is easier to ‘speak to them directly’ whether its A Type Alex, CEO Celia or Millennial Max.
The outcome - targeted digital marketing, more personalised service and better client relationships.