We’re all on the hunt for those unicorn clients—those dream clients who want and need exactly what we offer. If your business is not growing, it may be because your ideal customers don’t know about you. Assuming you’re in the business of getting more business, you must, must, must overcome this hurdle. And here, my unicorn-chasing friends, is how to capture those beautiful, elusive creatures, those ideal clients you had in mind when you started your business in the first place.

One of the most important steps in getting your business in front of your key audience is to know who your key audience is. Don’t skip this step! (For reals!) If you think you know who your ideal client is, but you can describe that client in just a few words, then you don’t know them well enough. Spend some time coming up with a well-rounded description of your ideal client, including her wants, her needs and what makes her tick. 

Once you know (really know) your ideal client, you can provide free content that addresses the specific problems your clients want to solve. Remember, you’re not here to please the masses; you’re here to get in front of the clients that really need and want what you’re offering. Speak to those people, my people! 

Evaluate how your efforts on all fronts are going. Are your content, networking, email campaign, and social media efforts working? Are they reaching your target audience? If the answer is no, then do NOT be afraid to pivot. (Who else just read “PIVOT!” in Ross Geller’s voice?) Don’t do the same thing and expect different results. In fact, we hereby relieve you from continuing to waste your efforts on anything that is not working. 

If you’re looking for even more specific ideas (both social and non-social) to get in front of your ideal clients, here are six!

6 fail-proof ways to get in front of your ideal clients: 

1. Cold Emails: You remember the Marketing Rule of Seven? The idea is that you need to get your brand in front of potential customers at least seven times before they’ll take action. Whether it’s 7 or 17, what really matters here is that you’re introducing people to your brand. And it makes sense to ensure you’re targeting the *right* people with your cold pitch emails. If you do, it may take fewer than seven exposures to convert that effort into a sale!
2. Podcasts: Remember that free content we talked about? Share a slice of your brilliance with your ideal clients, and they will come back for more.
3. Direct Mail: Even in this digital age, direct mail WORKS! Research shows that direct mail ranks on par with social media when it comes to ROI, and direct mail’s response rate is several percentage points higher than the average email click-through rate.
4. Paid Ads: If you know who your ideal client is and where she hangs out online, you can put your marketing dollars to good use with paid ads that capture that unicorn’s attention.
5. LinkedIn DMs: This very targeted approach works best if you have a fine-tuned elevator pitch that showcases your value and you aren’t afraid to go after those ideal clients one by one. And once you get a potential client’s attention, nurture that relationship! This relationship-building approach is a marathon, not a sprint.
6. Public Relations: Put PR to work for you. Hiring a public relations agency may be the best option depending on your own skillset and time constraints. A good PR agency or PR plan can put you and your brand in front of an audience of thousands of new people!

Ready for a PR strategy that gets you in front of your ideal clients? Join our PR waitlist!