Knowing who your ideal client is one thing, but for them to know who you are is entirely different. For business owners, it is vital for ideal clients to know who you are and ultimately what you can provide for them. This is known as the awareness phase of marketing.
Creating awareness for your business begins with knowing who your ideal clients are and where they spend their time at. One of the things I hear on a regular basis from people is “I don’t like using that platform”. Guess what, if your ideal clients are on that platform, you have to shift your thinking.
Growing a business means you have to meet your prospects where they are, not where you want to be. Over the past several years there are been many programs that talk about attraction marketing, and how you can attract your ideal clients to you. While this works to pull people to you, you have to be in the same room as them.
Think about it for a moment. If you don’t like using Instagram, and your ideal clients spend ample time on the platform each and every day, how much money are you leaving on the table because you are not in front of them?
So what does awareness actually mean?
Your objective is for you to appear in front of your ideal clients in some capacity providing value. It’s not about making the sale right away after all this is the first time they are meeting you. If you walked up to someone in a bar and asked them to go home with you, what do you think would happen? Exactly! Thusly you don’t want to do this in your marketing, this is why you must start with making them aware of who you are.
In the awareness phase, there are several key components involved in the process.
First, you must begin by appearing on their radar. Ideally, you want to provide value up front so they begin to know, like and trust you. A couple of ways you can do this is through video and through podcasting. In this fashion, you are providing valuable content prior to asking for anything. And the ask is a way to provide more value.
Remember your goal is to continually make them aware of who you are. The speed at which people build relationships with you will be based upon the level of trust created.
Secondly, you must be consistent. If you are not consistent with the creation and posting of content, how can you stay in front of your prospects? Remember that there are other people competing for the attention of your ideal clients, so it is up to you to position yourself as the person of choice. In terms of posting on social media, do it as much as possible. People will be active at different times of the day, so you want to show up for them when they are present. Keep in mind, that it’s not about you, it’s about your prospects.
Third, be yourself! You’ve spent your whole life learning how to be you. You might be tempted to copy how someone else is on camera, or on podcasts, but that is their style. When you are not authentic, people will sense it. Thusly you want to make certain that you are showing up day in and day out as you are.
Next week we will discuss how you begin the Community Building phase of marketing, as this will help you invite people into your world once they are aware that you exist.