4 Steps to Discover Who and What Makes an Ideal Client for Your Business

Patrick McFadden

The first part of any effective marketing plan is to really identify who and what makes an ideal client for your business.


A lot of confusion comes into play on this topic because owners and CEOs of small businesses think target market and ideal client are the same. They are not. Ideal clients are a market segment of your target market.


In fact, you can’t pass go or effectively implement marketing tactics until you really nail this idea of an ideal client.

Steps to Discover Ideal Clients:


1. Start with Profitability: which clients or services or type of engagements are most profitable?


The key is to understand the most profitable work you do. Is it a certain product or service, type of engagement, customer, geographic area, or even a problem that is most profitable for you?


  • Types of Engagements
  • Types of Contracts
  • Types of Services/Products
  • Types of Customers
  • Specific Geographic Areas
  • Types of Decision-makers


2. Identify Tendency to Talk: which of these clients also talk about your business or service to others?


Here’s what I’ve found to be true about clients. Only happy clients talk about your business and happy clients are most often found because they had the right problem that you solved with the right approach which gave them the right experience.


This group of profitable clients that also talk about your business, holds the key to discovering your ideal client.


Ways These Clients Can Talk About Your Business

  • Reviews
  • Testimonials
  • Recommendations
  • Email praise
  • Referrals


3. Analyze Sharable Demographics: what demographics do these clients share?


Start looking at the physical characteristics that are shared by your ideal client group. You’re looking for any common characteristics that are repeated.


Business2Business (B2B) demographics could be:

  • the type of industry
  • the job title of that individual
  • the years that a company has been in business
  • revenue levels


Business2Consumer (B2C) demographics could be:

  • age
  • sex
  • illness
  • income
  • particular area of town


4. Look for Behavioral Identifiers: what behavior do they typically display that might act as an ideal client signal?


This is the secret to attracting ideal clients instead of hunting ideal clients.


  • what makes these clients tick?
  • what triggers them to look for someone like you?
  • what behaviors can you target? (attending certain conferences, joining a chamber of commerce, happily paying for what you offer, valuing how you solve the problem, understanding the value of communication, wanting a partnership, and making referrals, etc.)


Contact your marketing consultant at Indispensable Marketing

If you’re a small service based business that needs help with identifying who and what makes an ideal client for your business or your business’s online presence on Google and other search engines, at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.

Forget “Perfect Workspaces.” Customers Want Perfect Installation Days — Here’s What Happened When One Furniture Installation Company Got That Right

By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

From Trends to Tactics: How Our Marketing Firm Helps Medical Staffing Agencies Win in Changing Markets

By Patrick McFadden • March 8, 2025
Most marketing firms talk about tactics. We help our clients see the bigger picture.

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
Discover how Google’s LSA update impacts kitchen & bathroom remodeling marketing. Learn SEO tips to attract leads and boost visibility in Richmond VA & beyond.
More Posts
Share by: