After identifying dream clients in abstract terms, bring the vision to fruition by making a tangible list of 100 ideal clients. These should be specific businesses with contact information. Rather than getting generalized contact information, identify the names of specific decision-makers within each organization.
Next, personalize the marketing approach with a two-pronged strategy. First, you will raise awareness through a super targeted ongoing digital marketing campaign. Many businesses have found success with this strategy using a combination of LinkedIn Sales Navigator and Ad Roll.
LinkedIn Sales Navigator helps to identify people who work in decision-making roles with ideal clients. Sales Navigator can also help to build targeted marketing campaigns, and Ad Roll helps to save those audiences and target them outside of LinkedIn.
Tailored, hyperfocused advertisements reach the specific decision-makers who work for your 100 (or less) dream clients. This is much cheaper than wide targeted digital marketing campaigns, and it will yield specific results.
At the same time, build even more awareness by developing a personal rapport with your dream clients. Make direct contact with the individuals through more traditional and personal means. Some examples are comments on LinkedIn, postcards, emails, lunch and learns, and phone calls.
This is a long-term strategy. The goal is to build awareness and trust with ideal clients. This process will put a face to a name, keep the lines of communication open, and help to open a door.
This communication should not involve traditional sales pitches. Be a resource and a professional peer first. A hasty attempt at a hard sale, in this strategy, is like picking unripened fruit.
The Dream 100 Strategy is a long game. Results will not come next week or next month. Some of the results may not even come next year. The goal is to get the decision-makers within ideal client organizations to come to three conclusions.
“I know this company.”
“This company understands my needs.”
“I want to work with this company.”
These individuals already have their inboxes flooded with half-baked sales pitches. Stand out by focusing on building a rapport and addressing the client's needs first. In ideal circumstances, the dream client initiates the conversation that leads to them becoming a client.
Patience pays off. A well-planned Dream 100 list deserves special, undivided attention and investment for as long as necessary. The time spent getting to know the dream clients and their unique needs allows the business to fine-tune messaging and product offerings to be even more useful.