It is vital for any business or professional to create a client profile which describes their ideal client.
This little exercise is a great help in helping to focus your marketing efforts, not to mention creating a filter that saves time, energy and often money, when it comes to target marketing and separating the wheat from the chaff.
For example, here is my “Ideal Client Profile” which I created for my Live Event Webcasting services…
Any association or any large organization that holds regular conferences, seminars or educational workshops.
They don’t yet put their events online because they either:
- haven’t considered it;
- think it costs too much;
- don’t know how;
- think its too much trouble to organize.
These organizations are professionally run and business minded – ie. They have marketing and/or educational budgets, have an event manager and are open to embracing newer modes of communication. Furthermore, they are…
- interested in improving the quality of service to their membership.
- would like to profit from going online with their events.
- want to boost their public profile and look good.
Typically, these would be professional associations for doctors, lawyers, realtors, engineers, etc. – and even the various Chambers of Commerce. But any organization or business interested in furthering the communication of information, education, training or promotion, wuold fit the bill.
The contact person within this organization would have:
- the authority to select a service
- the ability to make a firm technology recommendation to their boss (decision maker)
- Understand the value of good communication
- Be somewhat conversant (but not necessarily an expert) with technology
This profile has been an invaluable tool in helping me approach the right client – one which has a specific need for my service and one I know I would be able to help attain their communication goals.