#98: The Power of Clarity: Stand Out From Your Competitors and Attract Your Ideal Clients
In today’s noisy marketplace, it is more important than ever to stand out from the competition. How can one stand out in a highly competitive, constantly changing market?
It’s through the power of clarity.
And I’m challenging you to get clear.
Really get clear on creating one ideal client persona. If you remember, I introduced the concept of developing personas for your content marketing in episode 74. But now I am going to convince you to focus on only ONE ideal client or persona for content marketing campaign.
By narrowing your focus, you can better understand your client and create content that addresses their specific needs.
Because social media and marketing trends are constantly changing and evolving, I want to help you with some foundational strategies that will help you anytime you are beginning a new content marketing campaign. In the previous episode, we talked about aligning your content marketing campaign with your firm’s growth goals, which never goes out of style. Now I’m sharing another foundational strategy – understanding your ideal client.
So why only focus on one ideal client? I know that at AEC firms, our clients are made up of many decision makers – often 7 or 8 people on a selection committee. So why would you only focus your creating your marketing content for just one person?
In this episode, I am going to walk you through why you should only focus on one ideal client when crafting your content marketing campaign and by doing this, your content creation will be easier to create and have more impact.
And, to help get you started, I’ve also put together a Persona Development Worksheet. Once you’ve selected who your targeted audience is, you can use this worksheet to research and record information related to your persona.
Developing a detailed profile of this individual is essential for understanding who the content should be tailored for, and crafting messages that will resonate with that person. Doing so will help you and your marketing content stand out from your competition and get your message across, even in a noisy online world.
Once your one ideal client is identified, you can create a story that resonates and drives the content, while still making sure you’re able to adjust and fine-tune the message as the targeted persona and market changes over time.
By doing this, you can create campaigns that successfully reach your ideal clients and have real, measurable results.
Key highlights from the episode:
- Why you should focus on one ideal client for content marketing campaigns to stand out in the market.
- Understand who your ideal client is and create a profile that is detailed.
- Research who the ideal client is and use those insights to create relevant content.
- Create a story that resonates with your ideal client.
- Know that your ideal persona may change, and adjust your content as needed.
Links mentioned in this episode:
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