If you own a business or work as an entrepreneur, you know that building and maintaining a strong client base is an integral part of commercial growth. In the business world, this tailored client base is called an ideal customer profile, or ICP. There are several steps you need to take in order to find and target your ICP, including establishing a brand, locking down your target demographic, and marketing. This step by step process, if followed carefully, will help you discover new leads and grow your business.
Solidify your brand
Before you begin to reach out to potential clients, you first need to iron out any wrinkles in your brand. Discuss your strengths, weaknesses, qualifications, and areas for improvement before determining which elements you want to highlight in your business profile. For example, construction companies with specialized training in renewable energy or sustainability should focus on these areas when producing websites, marketing materials, and advertisements and highlight any appropriate credentials and products that support these building practices.
Determine your ideal demographic
Once you have decided on and implemented a strong business plan, you can move on to thinking about your consumer. Your ICP will be one that has needs that your business can fill, after taking into account several criteria. First, how old is your ideal customer? Where are they located? How big is their home? What is their budget? Finally, what kinds of building and decorative preferences do they have? Answering these questions for yourself will help you to link up with like-minded clients who will want to do business with you and be satisfied with your work—and hopefully come back for more!
Combine your services with ideal clients’ needs
This third step may seem redundant, but in reality it’s the most important part of successfully targeting your ICP. After compiling all the information you need about your ideal customer’s demographics, it’s time to find specific ways that you and your ideal customer can work together. If your ideal customer is a young, eco-conscious first-time buyer, for example, your skills in solar panel installation will help them save money on their energy bills by providing them with a long-term renewable energy solution. Or, if your ideal customer has just downsized to a retirement property, your skills in landscaping and summer house installation can give them a low-maintenance, stress-free backyard that they will be able to enjoy well into their golden years. Seeing your ideal customer through their eyes will help you to further narrow down your business priorities and empathize with their financial and personal needs.
Market to your ICP
Finding your ICP and solidifying your brand are essential to building your business at the beginning, but marketing is not to be underestimated. This final step will help you connect with your local community by spreading the word about your business to both potential home improvement leads and other professionals. Build bridges through your marketing by advertising across a variety of platforms: social media, websites, online advertisements and offers, newspapers, radio, and television ads are all valuable mediums for communication. Start with a clear tagline that explains who you are, what you do, and why your business is a perfect match for your ICP. If you hope to work with first time buyers and millennials, amp up your online presence and make sure to keep your social media posts updated at all times. If you wish to reach a wider age range, don’t forget about print ads and word of mouth. The connections you make in the early days will help your business to thrive for months and years to come.
If you’ve taken some of these steps but feel like you still need more direction in the search for your ideal customer, consider enlisting the help of professionals to narrow down your search. Web based companies like Home Improvement Leads can work with you to find potential clients whose demographics match your desired ICP, have immediate home improvement needs, and are ready to commit to your services today.