Professional Marketing Resource: High Value Client Profile
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About this resource What? A template for creating ideal client
profiles to use when creating marketing campaigns Why? Your first
task when marketing your business is understanding your client: who
they are, what they do, where they go and who they ask when they
are looking for your services. Identifying your ideal clients lets
you tailor your marketing to them. Who is it for? Professionals who
want to attract high value clients.
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About this resource About Influential Influential is the
digital agency for professionals we help them clearly communicate
their value to attract clients, build their brand and online
leaders in their field. How can Influential help? Influential
offers website, branding and marketing solutions for
professionals.
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What are High Value Clients? High Value Clients are your firms
dream client and they see your firm as the ideal provider. As the
name suggests, they are incredibly valuable to a professional
service firm, but also expect something special. You can only
identify your high value clients after youve developed your own
value proposition based on analysis of our existing clients and the
broader market. A high value client is one who highly values the
things that only you can do.
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What is a High Value Client Profile? Your high value client
profiles are composite, idealised versions of our high value
cilents. To be most effective they should be highly realistic and
personal, but based on careful study of your existing and
prospective clients. Specifically - what do these clients value,
want and need? More specifically, what high value services can we
match to real clients to form the high value client
relationship?
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How to Use this Profile tool Weve prepared the high value
client profile to help you create your own idealised dream client
personas without any fuss or technical expertise. The template will
talk you through the process and act as the medium for your
finished high value client profiles. Once youve finished you can
delete the tutorial section and use it for presentations, or share
it with your team
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Perfect Alignment The most important aspect of creating your
client profiles is understanding what HIGH VALUE means to you and
your client. Remember this is more than a buyer persona its a tool
to help you identify your firms highest value and the ideal clients
to match. Its a process of pairing and aligning your high value
offering, brand and message with a specific personality the high
value client.
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The Low down To discover your high value client profiles, you
need the right information. You need to identify and understand
your ideal clients. To find them, start with talking to your team,
especially front line staff like customer service agents and
receptionists who your best clients are who really loves what you
offer?
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The Low Down Identify existing customers who value your work
most and interview them. Weve given you some interview questions
here to get you started but you think of some more that are
relevant to your business and clients. Again ask your customer
service staff about what your top clients say. Tip: Consider using
open-ended questions and drilling into the answers to get to the
core of the problem.
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Interview Questions Role: 1.What is your job role? Your title?
2.How is your job measured? 3.What does a typical day look like?
4.What skills are required to do your job? 5.What knowledge and
tools do you use in your job? 6.Who do you report to? Who reports
to you? Company: 1.In which industry or industries does your
company work? 2.What is the size of your company (revenue,
employees)? Goals: 1.What are you responsible for? 2.What does it
mean to be successful in your role?
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Interview Questions Challenges: 1.What are your biggest
challenges? Watering Holes: 1.How do you learn about new
information for your job? 2.What publications or blogs do you read?
3.What associations and social networks do you belong to? Personal
Background: 1.Describe your personal demographics (if appropriate,
ask their age, whether they're married, if they have children).
2.Describe your educational background. What level of education did
you complete, which schools did you attend, and what did you study?
3.Describe your career path. How did you end up where you are
today?
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Interview Questions Shopping Preferences: How do you prefer to
interact with vendors (email, phone, in person)? Do you use the
internet to research vendors or products? If yes, how do you search
for information? Describe a recent purchase. Why did you consider a
purchase, what was the evaluation process, and how did you decide
to purchase that product or service?
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Buyer Persona Template Background: Detail the personas job role
and responsibilities Include pertinent information about the
personas company Education, experience, hobbies, etc. Married?
Children? Demographics: Gender (skews male/female?) Age Range Joint
household income Geographic (Is your persona urban, suburban, or
rural? Using the data youve collected in your interviews, fill in
your personas accordingly. Heres a template to get you started add
your own ideas to make it your own!
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Buyer Persona Template Identifiers: Key personality traits
(extroverted? Reserved?) Mannerisms Job identifiers (Works 60
hours/week, prefers email over direct mail, etc.) Goals: Primary
Goal Secondary Goal Challenges: Biggest challenge to personas
success Needs in order to achieve success Value Proposition: How
your company solves your personas challenges How your company is
positioned to achieve personas goals
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Quotes: Include actual quotes from buyer persona interviews.
These help to further represent your persona accurately as well as
help your team understand them better. Common Objectives: What are
the most common objections to your product/service from this
persona? Marketing Message: How will you convey the value and
position your solution to this specific persona? Elevator Pitch:
This should be a simple description of your solution that everyone
in your company understands. Buyer Persona Template
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Persona Name BACKGROUND: Basic details about personas role Key
information about the personas company Relevant background info,
like education or hobbies DEMOGRAPHICS: Gender Age Range HH Income
(Consider a spouses income, if relevant) Urbanicity (Is your
persona urban, suburban, or rural?) IDENTIFIERS: Buzz words
Mannerisms You can find this information by administering online
surveys of your target audience.
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Persona Name GOALS: Personas primary goal Personas secondary
goal CHALLENGES : Primary challenge to personas success Secondary
challenge to personas success HOW WE HELP: How you solve your
personas challenges How you help your persona achieve goals Conduct
interviews with your target audience to learn about their goals and
challenges in more detail.
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Persona Name REAL QUOTES: Include a few real quotes taken
during your interviews that represent your persona well. This will
make it easier for employees to relate to and understand your
persona. COMMON OBJECTIONS: Identify the most common objections
your persona will raise during the sales process. Identifying
common objections will help your sales team be better prepared
during their conversations.
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Persona Name BRAND VALUE PROMISE What can you do for them that
nobody else can MARKETING MESSAGING: How should you describe your
solution to your persona? ELEVATOR PITCH: Make describing your
solution simple and consistent across everyone in your company.
Establishing your messaging prepares your entire organization to
convey the same message. Including a real photo from Creative
Commons or iStockphoto helps everyone envision the same
person.
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BACKGROUND: Head of Human Resources Worked at the same company
for 10 years; worked her way up from HR Associate Married with 2
children (10 and 8) DEMOGRAPHICS: Skews female Age 30-45 Dual HH
Income: $140,000 Suburban IDENTIFIERS: Driver demeanor Probably has
an assistant screening calls Asks to receive collateral
mailed/printed Sample Persona: Sally in HR
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GOALS: Keep employees happy and turnover low Support legal and
finance teams CHALLENGES: Getting everything done with a small
staff Rolling out changes to the entire company HOW WE HELP: Make
it easy to manage all employee data in one place Integrate with
legal and finance teams systems Sample Persona: Sally in HR
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REAL QUOTES: Its been difficult getting company-wide adoption
of new technologies in the past. I dont have time to train new
employees on a million different databases and platforms. Ive had
to deal with so many painful integrations with other departments
databases and software. COMMON OBJECTIONS: Im worried Ill lose data
transitioning to a new system. I dont want to have to train the
entire company on how to use a new system. Sample Persona: Sally in
HR
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BRAND VALUE PROMISE What can you do for them that nobody else
can MARKETING MESSAGING: Integrated HR Database Management ELEVATOR
PITCH: We give you an intuitive database that integrates with your
existing software and platforms, and lifetime training to help new
employees get up to speed quickly. Sample Persona: Sally in HR
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Sample Persona: Craig the CEO Background: Founder & CEO Has
owned company for over 10 years Previously worked in the industry
prior to ownership Married with children Demographics: Skews Male
Age 45-60 Suburban Identifiers: Calm demeanor Has an assistant
screening calls Spends 12 hours pricing jobs and running business
Blogs; Harvard Business Review, Killer Startups, Huffington Post
Social Media; Facebook, Twitter, LinkedIn Prefers Ebooks vs
webinars; I can read it when I have time. Its tangible, quick &
to the point.
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Smple Persona: Craig the CEO Goals: Scale business to the point
where I only work 20 hours (or less) per week Hit a stride of
generating a high volume of qualified leads and SQLs every month
Hire new employees Make business not reliant on me Common
Objectives: Im spending $X every month; what exactly am I getting?
Whats the difference in service from clients who pay more to those
who pay less?
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Challenges: Have too many advertising companies Want a one-stop
shop for everything No time to research new information to make job
easier Traditional marketing isnt working anymore Creating a
consistent flow of quality content Value Proposition: Act as a
one-stop shop for all marketing/advertising needs Make it easy to
implement and execute the marketing initiatives that drive online
business Develop and implement a content strategy that generates
traffic and leads Sample Persona: Craig the CEO
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Quotes: I prefer email. People have selective amnesia. When its
written, you can throw it back in their face. Im an avid learner. I
read 3-4 books a month as well as recommendations from people I
respect the most. In 6-8 months, I really want this to hit a stride
of generating more qualified leads. Id like to shoot from 50 a
month to 300 a month. If it does, thats a sign that its working.
Sample Persona: Craig the CEO
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Common Objectives: Im spending $X every month; what exactly am
I getting? Whats the difference in service from clients who pay
more to those who pay less? BRAND VALUE PROMISE What can you do for
them that nobody else can Marketing Message: Full-service Inbound
Marketing Agency Elevator Pitch: Well make marketing and scaling
your business easy for you. Forget the day-to-day tasks, well
handle everything from your website to business cards to ensure the
initiatives are in place to effectively grow your business. Sample
Persona: Craig the CEO
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Learn how to integrate high value client profiles personas into
your overall marketing strategy. Schedule your free assessment with
one of our brand strategists Youll receive: A 30-minute
conversation with a brand strategist on your goals. How to target
high value clients in your business. An evaluation of your current
website and marketing strategy. Suggestions for improvement. Real
solutions to achieve your business and marketing goals.
influentialdigital.com/work-with-us/ Turn these tips into Actual
Results