Getting to know your client is the first step in creating an effective marketing strategy. You can do this by creating an ideal client profile. Since your ICP informs everything you do after, it’s important to make sure it’s effective and accurate. Here are the 6 most common mistakes career coaches make when crafting their ICP.
You may know a great deal about your clients, but you need objective data from the market, not just assumptions. Your assumptions could be wrong or could be missing something vital. Once you start researching your target audience, you may encounter some surprises. There might be trends you hadn’t noticed before.
Being Too Vague
Your ideal client profile should identify one single individual who benefits most from your services or products. This isn’t the only person who will buy from you, but the ideal person to focus your resources on trying to reach. If you try to be everything for everyone, you’ll end up pleasing no one.
Not Watching For Patterns
As you go about creating your ideal client profile, you’ll start seeing patterns. You should take note of all these trends and include them, even if they don’t seem strictly relevant to your coaching business. All information could be useful in crafting your marketing message and targeted advertising.
Ignoring Psychological Data
When we think of client profiles, it’s natural to think of demographics such as age, location, and income level. But don’t forget to also include psychological factors such as core values, buying behavior, and dreams and aspirations.
In fact, this information could be even more important. You need to make an emotional connection with your target market. Your marketing should speak to their values, beliefs, and challenges. This is how you demonstrate the ways your offering can benefit them.
Forgetting About Indirect Data
Reaching out to clients directly is an excellent ways to get data from your target audience. But don’t forget to also obtain indirect data. People won’t always tell you what you need to know if you ask them. On the other hand, you can listen to their conversations and watch their behavior to learn even more about them.
Letting It Stagnate
Once you have a strong ideal client profile based on objective data from your market, you’re ready to get started offering your services and products to them. But your ICP is not something you can simply set and forget.
You’ll have to revise your ICP occasionally due to changes in the market or your clients’ tastes. When you launch something new, you’ll have to adjust accordingly. It’s also helpful to amend your ICP from time to time with new information from the market. Keep in steady touch with your clients so you can keep your ideal client profile and marketing strategy up to date.