Marketing to Your Ideal Client/Customer- But WHO are they? – Podcast Episode 232

by | Mar 2, 2023 | Latest, Marketing Strategies, Podcast, Podcast notes, Small Business Help | 0 comments

Hey there, my fabulous listener, welcome to episode 232 of the Small Business Made Simple Podcast.

Thanks for lending me your ears today – I know you have lots of choices, so I sincerely appreciate me being one of them!

If you’re enjoying this podcast – I’d love you to take a screen shot and share it on your socials and tag me in it.  How cool would that be!

Don’t forget you can get the show notes for this podcast at

Did you have a listen into last week’s episode?  With the amazing Nicole Stewart?  Head back there if you didn’t listen in – it was a great ep about stress, boundaries and work life balance.

Today we are going deep into Ideal Client Avatars – and I’ll tell you why shortly.  But before we get into that I wanted to let you know about an awesome Summit that’s on soon that I am speaking at.  And if you are thinking about starting an online course, membership or upping the anti on what you do already – this is a great event to be attending.

Wisdom on Wisdome is being held virtually over two days – March 14th and 15th and has some amazing speakers – including Jules Brooke (wisdom on PR), Annette Densham (wisdom on awards), Sam Winch (wisdom on courses), me (wisdom on marketing) and lots of other amazing experts of their field.

Tickets only $97, use this code to get 30% off STBWoW – 2 days for just $68 – un-bel-iev-able! Got questions – reach out to me, otherwise love to see you there.  To purchase your ticket go here:

Ok, onto day’s ep.

I have had a few conversations with seasoned business owners in recent weeks and I really feel I need to start a marketing revolution and go back to some basics.

If your marketing isn’t working – it could be a million things – but it could also be that your marketing basics are no longer right.

People change – so, therefore, does your ideal client/customer, and if you haven’t adjusted your marketing to match them – that could be exactly where you are going wrong – AT THE BEGINNING.

So, today we are heading back to the basics – who is your who?

I have a few episodes on this question already – so I am going to repeat myself entirely but go through some ideal client samples and tell you why it matters that you know that stuff!

But, if you want to know more – head back to episode 25 –

114 –

Links in the show notes – but they are great episodes to go back and listen to.

Ok, like I said I am going to through a few avatars and show how marketing changes according to them – hopefully you will your ideal client (or bits of) in them and take notes about where you should and should NOT be marketing to these people.

First up – let me introduce you to Benny Ben!

Benny is

  • 25, new to this small business but already a serial entrepreneur
  • Single, income in high 5 figures
  • Graduated with double degree from Melbourne university
  • Gen Z
  • Wants to make $$ but also an impact on the world
  • Busy guy with a great social life
  • Embraces all sorts of new tech – loves having the latest gadgets
  • Loves the outdoors and adventure

Given all this information – where would you market to Benny Boy?

  • The latest social media platforms – e.g./ TikTok
  • LinkedIn
  • SMS marketing
  • Quora
  • Paid digital marketing such as Facebook/Instagram ads
  • Google Ads
  • Google (organic)
  • Networking events

Where wouldn’t you market to Benny boy?

  • Radio
  • Spotify
  • Instagram Reels – dancing and singing
  • Print media
  • Email

Obviously, I am assuming A LOT about Benny Boy – but that’s kind of the point – you need to make assumptions about your ideal (fictional) avatar – test, measure, fix, polish repeat!

Is your ideal client Benny Boy, or similar? If yes, are you marketing to him in the right places?

OK, next we have Mary Contrary.

  • Loves social media – follows loads of influencers
  • Works part-time and runs a side hustle from home
  • Has 2 children
  • Her partner is more the ‘bread’ winner
  • Millennial – and ready to change the world
  • Fit, healthy and values both
  • Always busy doing something and always has her phone nearby

So where would you market to Mary Contrary?

  • TikTok
  • Instagram – everywhere – Reels, Stories, Lives
  • Facebook groups
  • Quora
  • Paid digital marketing such as Facebook/Instagram ads
  • Google Ads
  • Google (organic)
  • Networking events
  • Online blogs/magazines
  • Email

And where won’t you market to Mary Contrary?

  • Radio
  • Spotify
  • Print media – except perhaps fitness magazines

Is your ideal client Mary Contrary, or similar? If yes, are you marketing to her in the right places?

Ok, just before I get onto our last avatar and wind up the podcast – I wanted to let you know that my 30 Day Marketing Challenge is opening up for the first time in 2023 super soon.  If you’re interested at all – then join the wait list here – because those on the wait list will get first option to join the challenge.  Just a heads up though – it’s not going to be free – so you have to be willing to invest some $$$ to join – it’s will be super cheap – but not FREE just in case that makes a difference.  That link again was

Ok, lastly let me introduce you to Eddie not Ready – I have to say, I love Eddie Not Ready!

So, here’s what you need to know about Eddie not Ready

  • Hates technology – would rather never own a smartphone
  • Prides himself on not have any social media profiles and spending local at least 96% of the time – hates online shopping
  • Gen X, Dad of 4
  • Been a loyal employee to the same company for 24 years
  • Plays local sport, belongs to Lions Club and enjoys spending Sunday catching up on the news

He’s a bit different to market to yes?

So where would you market to him?

  • Local Radio
  • Newspapers
  • Email marketing
  • Community Boards
  • Shop windows – flyers
  • Print catalogues
  • Paid Digital – targeting Messenger (his family makes him have messenger)
  • Print Media
  • Spotify (he’s too tight to buy premium!)
  • Google

Where would you NOT market to Eddy not Ready?

  • Social Media
  • Google shopping

So for some of you, if you have Eddie not Ready as your ideal client – or a version of him – I have just poked a whole in your entire marketing strategy – not social media and no google shopping!  I know right – like what the actual?

But so many small businesses are just doing social media – that’s pretty much ALL their marketing plan has in it.  They are pretty much saying ‘I don’t really care who my ideal client is – social media is free and it’s what everyone else seems to be doing – so I am doing it anyway – even if my client/customer might not be on the platform’.

Seems rather ridiculous, doesn’t it?

So, the exercise today is to think WHO is your WHO and where do they hang out – and are you marketing to them on that platform?

Got questions or thoughts? Get in touch or head to the Facebook group – Like Minded Business Owners and let me know.

It is super important to get the basics correct as you can see.  So please section out 15 minutes or so this week to take a deep dive on who your who is!  If you need help here’s a link to my workbook on Ideal Clients – (no opt in needed to get it!)

If you loved this episode and found it valuable, please take 30 seconds out of your day to leave me a rating and review if you want where you are listening.  One more goal of mine is to reach more people with this podcast, and you can help me achieve that, by leaving me a review!  Thanks in advance.

See you next week on the podcast for episode 233!

But in the meantime, let’s hang out on social and get social on social – you’ll find me on Instagram, Facebook and my fav LinkedIn.

But whatever you do,

……..remember small business peep, as my opening song says, there’s no point in dreaming small!




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Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!


Brilliant – it’s on its way – thanks!

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