How do you find your dream clients when you have a product-based business with a diverse range of people buying your product? We’re sharing tips for how to do some more market research to get most specific about who your clients are and how you can get more of them.
Emily Thompson 0:02
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Kathleen Shannon 1:07
Alright, Caitlin, what question do we have today?
Emily Thompson 1:11
This question comes from a recent hangout where we were talking about dream clients. So Nikki popped in and asked, it's easy for me to tell who my dream clients are for my design services, but so much harder with my art and products, all kinds of clients seem to buy. So how do you figure out dream clients for products in a case like this, if they're different from services, perhaps.
Kathleen Shannon 1:37
I mean, I don't have products. But I think if I did my dream clients would just be the ones who by a little bit of
Emily Thompson 1:46
a cop out, Kathleen, I'll be your awesome goal.
Kathleen Shannon 1:49
Oh, honestly, oh, here's my gold, I would probably send out a survey to anyone who's purchased something from me before asking them maybe five to seven questions. And I would have a variety of multiple choice and then a couple of fillings, and really use a survey to see what the patterns and overlaps are. Maybe even ask them for their Instagram handles, or ask them where they're at on social media and see what other kinds of brands they're consuming, what kind of content they're sharing, and really start to map out what themes are rising to the top,
Emily Thompson 2:21
for sure, the more you can know about the people who are already buying from you, the easier it will be for you to go out and find more of them. So I think a survey like that is a very great way of getting to know your people more and then take what you learn to shape how it is that you market your business going further. It's going force going towards your next thing.
Kathleen Shannon 2:45
And if you want to get a little bit more personal than a survey, I mean, maybe for a week or a month, you send out a follow up email to every purchase of your product, just offering to have even a five minute call saying hey, I'm doing some market research. If you would like to schedule a five minute call for me, I'd love to ask you a few questions that we just get really personal and set up a phone call, you can give them a call and ask them why they bought your product? Did they buy it for somebody else for themselves? What other kinds of things? are they buying what really pushed them over the edge to actually click Buy versus just looking at your products? I think that trying to take it one step further into a conversation and you might not have as many people engaging with the conversation. I don't know how many Actually, that's not true. If I was buying from a local, or like handmade artisan even online, like let's say I'm buying some handmade deodorant. And the maker follows up with me saying, hey, I'd love to ask you a few questions about the deodorant that you've just purchased from me, I would probably actually be more than willing to hop on the phone for a five minute conversation and answer any questions that they might have.
Emily Thompson 3:56
Right? I better do a five minute conversation than a 10 minute survey for sure.
Kathleen Shannon 4:01
Yeah. And people love talking about themselves and why they're buying what they're buying. And it's also a great way to engage with your current customer base who could come back and buy more. And you can always do fun things like sending them a gift or a voucher to buy something for their time. But yeah, I would just say get to know the dream customers that you already have, and really start to uncover the patterns and themes and the common denominators that they all start to have with each other and market your shit.
Emily Thompson 4:31
But agree.
Kathleen Shannon 4:34
Well, that's a good point. Then what do you do once you do know who your dream client is for a product
Emily Thompson 4:41
for a product, it depends on how different it is if it's if there are overlaps, and you can market to the same car or you can market towards the same person because there is an overlap between the services and the product. Then you just do the one thing in the one place but if you find that there's no overlap between the two and that's when you To divide them out into either two different brands or you know, at most two different Instagram accounts or whatever, so that you are targeting the right person for your products versus the different person with your services.
Kathleen Shannon 5:13
I'd say Oh, right. Yeah. So I didn't even consider that that her brands might be under one umbrella, both her services, you, I'll just assume they were, I was kind of in my mind thinking that they were separate things. So yeah, that's a great point. If there's an overlap, you can sell to both people if there's not creating separate brands. Or if you already have separate brands, and you start to identify your dream customer a little bit more, it will help you make decisions about the kind of content you share the kinds of frequency or timing or campaigns that you create around certain times of year. What is the seasonality of your product? Where are people buying? Is it from Etsy or is it on your own page? It will just help you inform so many more decisions whenever it comes to making and selling your products moving forward.
Kathleen Shannon 6:03
Hey, boss want even more actionable guidance from me and Emily, we're taking our expertise in branding, marketing and building profitable businesses to the being boss clubhouse. The clubhouse kicks off with a two day online retreat followed by a year of support and community. We've helped our clubhouse members get focused double their revenue, launch their dream offering and market themselves like a boss. Learn more at www.beingboss.club/clubhouse. Again, that's www dot being boss dot club slash clubhouse. This minisode was brought to you by Twenty20. Check them out at twenty20.com/beingboss. That's t w e n t y 20 as in the number.com slash being boss.
Emily Thompson 6:52
Did you like this minisode Be sure to check us out on our website at beingboss.club. There you can find more from being boss including our full episodes minisodes and blog posts. And while you're there, be sure to sign up for our mailing list so that you can get access to behind the scenes and exclusive content from Kathleen and myself to help you be more boss in your work and life. Do the work be boss
