Bulldog Marketing

Step 2: Define your ideal client

I hope that you had time to define your target market or niche as some people like to call it.  Once you have done that, you get to have some fun and figure out who your ideal client is.
Think of it this way, if you could work with any type of person, who would they be?  Here is a list of questions for you to think about as you create your Mr. and Ms. Right for your business.

1.  What is the typical demographic of my Ideal Client?  Get specific, down to age, where they live, how much money do they make, do they have kids, pets, ex-spouses? 

2.  What does this person do for a living?  Are they self-employed?  A mid-level manager?   A C-Level executive?  Independently wealthy?

3.  What issues does this person face, and how can I help?

4.  Is my ideal client someone who spends time online?  Are they up to speed with technology, or would they rather do business face to face?

5. How could I meet my ideal client?  Do they belong to certain organizations?  Do they golf? Go to the gym?

Step 1: Define your Market Segment

I know, I know, you can work with ANYBODY, right? Well, while that may be true, to make the most of your effort and unless you have the advertising budget of Nike, then just pick one segment for right now. The best way to pick a segment is to take the easiest and most logical path. Trust me, if you are looking for a challenge, you will still be challenged on the bunny slope. Here are some things to think about when choosing your ideal client:

1. What are your key strengths and gifts that come naturally to you, but seem hard for others to grasp?

2. What are those things that your friends, co-workers and family members say that you should do?

3. What are you really excited and passionate about?

For example, people always told me that I am like Dr. Doolittle, and that I should be a professional animal communicator. I was also interested in coaching people, so to blend the two seems to make sense. So my area of focus is to work with horses and riders to improve their performance. So now I know what I want to do, but my playing field is a bit large to really target at this point. No worries, the next few questions will narrow my focus so I can actually take some action.

1. What influential contacts do I have that I can build upon to help spread the word?

2. Is there a particular group or groups of people that I can target?

3. How easy would it be for me gain access to them?

4. Do I solve a problem that they have?

OK, so here is how this works. When I was riding, I showed in a specific organization. I have contacts inside that organization, and also clients that I have worked with, who have given me testimonials. So it seems like a natural fit for me to focus on them first.

You will know you have identified your market segment when you know you who you would target, and what you would have to offer.

So have fun with this, and stay tuned for Step 2!

Building a new business?

How many of you are just starting out with a new business, or a new product or service? How many of you have been thinking about doing that for some time, but have not taken any real action? How many of you feel like your current business needs a shot in the arm to really get going? Well, if that is the case, then maybe we can all work together for the next several weeks.

Are you interested?

Are you a Giver or a Marketer?

If you aren't living under a rock somewhere, you have probably heard that Bill Clinton has a new book out called "Giving: How Each of Us Can Change the World". Although I have not read the book yet, it seems the whole idea is that each of us probably has something of value to offer to others. Hearing him speak about this made me realize that in the blogging world we all have the opportunity to make a difference. So let me ask you...
Are you a Giving Blogger or a Marketing Blogger?

A Giving Blogger provides a service. Perhaps it is to educate people on something that you are an expert about, and you do it because you love it. For a great example of a Giver Blog, check out my good friend Shannon. She writes about reading books. (Isn't that kind of a twist?) She give us great information about books that she loves and reads, and she doesn't charge for the information. She does it because it makes her feel good. I am hoping that she will read the book that Clinton wrote and then give us the cliff notes.

On the other hand, a blogger who is a Marketer neatly packages sales pitches into bite sized posts, with a call to action. As a reader, if you really want some good information, you will have to do something to get it. Your blog becomes more like an interactive sales page, and it's sole purpose is to generate revenue.

A few great bloggers have managed to combine the two, and they give freely of their information and then sprinkle a bit of sales and promotional posts throughout their blog. The Blog Squad does a great job of this. You can get a lot of great information from them, and they occasionally post on a new product or service that they have. But I will say that the content outweighs the sales-y stuff, and they have spent a long time giving information before asking for anything, so in my opinion, they have earned the right to do that.

When I started the Bulldog Marketing Blog, I started with a giving attitude. I wanted to give people information that they can use to cut through some of the confusion about this whole Web 2.0 thing. In the process I have gotten a great feeling of satisfaction from knowing that I have helped a few people along the way, and that is the reason why I do what I do. If I attract clients from it, so much the better, but doing this is a way I can give something back, and not expect anything in return.

If your blog isn't performing to your expectations, perhaps you have mis-judged your purpose. If you want to generate revenue, than do that, and do it well. If you want to educate people, then give them something that is truly of value, and do it well. Readers will be attracted to your blog if you can clearly deliver what you are representing.