Who Are They?
Define the type of client you want to attract. Consider their industry, budget, needs, and values.
Look at your current best clients. What common traits do they share?
How Did They Find You?
Understand the channels that brought your current clients to you—was it word of mouth, social media, search engines, or industry referrals?
This insight helps you focus efforts on the most effective platforms.
Why Did They Choose You?
Identify the dominant buying motive (DBM). While many assume price is the primary driver, it’s often trust, quality, convenience, or reputation.
Ask existing clients why they picked you over competitors.
Can Existing Clients Refer Others?
Satisfied clients can be your best advocates. Are you leveraging referrals?
Consider creating a simple referral program to encourage word-of-mouth marketing.
What Is Your Lead Funnel Like?
Outline how potential clients move from discovery to conversion.
Are there gaps where leads fall off? Improving the funnel can increase conversions without more ad spend.
Market Conditions
In some areas, supply may exceed demand. Understanding your local market ensures your marketing efforts are targeted and effective.
What Makes You Different?
Highlight your unique value proposition (UVP). Is it your service quality, turnaround time, pricing, or customer experience?
Your differentiation should be front and center in your branding and messaging.
Marketing has to be intentional and you have to budget for it