Unlocking the Power of Market Research: How to Create Killer Content for Your Ideal Client

Leticia Francis Author

Learn how market research can help you create content that resonates with your ideal client and drives results

As a coach, creating great content that resonates with your audience is key to building your brand, establishing your authority, and growing your business. But to create content that truly connects with your ideal clients, you need to know exactly who they are, what their pain points are, and what they're looking for in a coach. That's where market research comes in.

Market research is the process of gathering and analyzing information about your target market, including their demographics, interests, and behavior. By conducting market research, you can gain valuable insights into what your ideal clients are struggling with, what they're looking for in a coach, and what kind of content will resonate with them.

Here are some key things coaches need to know about their ideal client to create great content:

1. Demographics:
   1. Age: Understanding the age range of your ideal client can help you create content that resonates with them. For instance, if your ideal client is a millennial, you may create social media posts, podcasts, or blog articles that cater to their unique challenges and preferences. If your ideal client is an older adult, you may create content that addresses their specific needs, such as health concerns, financial planning, or retirement strategies.
   2. Gender: Knowing the gender of your ideal client can help you create content that speaks to their interests and concerns. For instance, if your ideal client is female, you may create content that addresses issues such as work-life balance, self-care, or mental health. On the other hand, if your ideal client is male, you may create content that focuses on topics such as career advancement, leadership, or personal development.
   3. Location: Understanding where your ideal client is located can help you create content that is relevant to their geographic region. For example, if your ideal client is based in a particular city or state, you may create content that highlights local events, news, or trends. Alternatively, if your ideal client is based in a rural area, you may create content that addresses their unique challenges, such as access to healthcare, transportation, or employment opportunities.
   4. Income: Knowing the income level of your ideal client can help you create content that is tailored to their financial situation. For instance, if your ideal client is low-income, you may create content that focuses on budgeting, saving money, or finding affordable resources. Conversely, if your ideal client is high-income, you may create content that addresses issues such as investment strategies, tax planning, or luxury lifestyle choices.
   5. Education level: Understanding the education level of your ideal client can help you create content that is pitched at the appropriate level of complexity. For example, if your ideal client has a high level of education, you may create content that uses technical jargon, advanced concepts, or academic references. On the other hand, if your ideal client has a lower level of education, you may create content that uses simpler language, visual aids, or real-world examples.
2. Pain Points:
   1. Identifying the most common pain points: Conducting surveys or focus groups with your ideal clients can help you identify the most common challenges they face. This information can then be used to develop content that directly addresses these issues. For example, if the research shows that a majority of your ideal clients struggle with time management, you can create content that provides practical tips and strategies for effective time management.
   2. Addressing unique pain points: Through market research, you can also identify specific pain points that are unique to your ideal client. For instance, if your target audience is working mothers, you may discover that they struggle with balancing work and family responsibilities. Armed with this insight, you can create content that speaks directly to their needs and provides practical solutions to help them manage their time more effectively.
   3. Tailoring content to different stages of the customer journey: Market research can also help you understand the pain points your ideal clients face at different stages of the customer journey. For example, someone who is just starting to explore coaching services may have different concerns than someone who has already signed up for a coaching program. By understanding these different pain points, you can create content that is tailored to each stage of the customer journey and speaks directly to the client's specific needs and concerns.
   4. Creating emotionally resonant content: Market research can help you create emotionally resonant content that speaks to the fears and anxieties of your ideal clients. For example, if your target audience is professionals who are considering a career change, you can create content that addresses their fears of failure or uncertainty about the future. By creating content that speaks directly to these fears and anxieties, you can build trust with your audience and establish yourself as a coach who understands their unique challenges and can help them overcome them.
3. Goals:
   1. Identify common goals: Conducting market research can help you identify the most common goals and aspirations shared by your ideal clients. For instance, if you're a business coach, you might find that your clients want to increase their revenue, expand their customer base, or improve their marketing strategies. By knowing these goals, you can create content that addresses their pain points and provides actionable solutions to help them achieve these goals.
   2. Understand motivations: Knowing what motivates your ideal clients can help you create content that inspires and energizes them to take action. For instance, if your clients are motivated by a desire for personal growth and development, you might create content that focuses on self-improvement or achieving personal milestones. If your clients are motivated by financial gain, you might create content that highlights the potential ROI of your coaching services.
   3. Tailor content to different stages: Market research can help you understand the different stages of your ideal client's journey towards achieving their goals. For example, if your clients are just starting out in their career, they may need content that focuses on building foundational skills or finding their niche. If they are further along in their career, they may need content that focuses on leadership development or strategic planning. By tailoring your content to the different stages of their journey, you can provide value at every step of the way.
   4. Create relatable content: By understanding the dreams and aspirations of your ideal clients, you can create content that speaks directly to their desires and aspirations. For example, if your clients aspire to achieve financial freedom, you might create content that highlights success stories of individuals who have achieved financial independence or provide tips on how to save and invest effectively.
4. Values:
   1. Develop content that aligns with their values: Once you have identified the values of your ideal client, you can create content that aligns with those values. For example, if your ideal client values work-life balance, you could create content on how to achieve work-life balance, tips for managing work stress, and self-care strategies.
   2. Use language that resonates with their values: When creating content, using language that resonates with your ideal client's values can help make it more compelling. For example, if your ideal client values authenticity, you could use language that emphasizes being true to oneself, not pretending to be someone else, and being honest in relationships.
   3. Create content that addresses their concerns: Understanding your ideal client's values can help you anticipate their concerns and create content that addresses those concerns. For example, if your ideal client values sustainability, you could create content on how to live a more eco-friendly lifestyle, ways to reduce waste, and tips for sustainable living.
   4. Emphasize the benefits of your coaching program: Knowing the values of your ideal client can help you emphasize the benefits of your coaching program that align with their values. For example, if your ideal client values personal growth, you could emphasize how your coaching program helps clients achieve their goals, overcome obstacles, and become their best selves.
5. Objections:
   1. Addressing cost concerns: If your ideal client is hesitant to work with a coach because they are concerned about the cost, you can create content that explains the value of coaching and how it can lead to long-term benefits. You can also offer payment plans or other flexible options to make coaching more accessible.
   2. Overcoming skepticism: Some people might be hesitant to work with a coach because they are skeptical about the effectiveness of coaching. To address this objection, you can create content that showcases your success stories and testimonials from satisfied clients.
   3. Alleviating time constraints: If your ideal client is hesitant to work with a coach because they feel they don't have enough time, you can create content that explains how coaching can actually help them save time and be more efficient. You can also offer flexible scheduling options that work with their busy lifestyle.
   4. Addressing trust concerns: If your ideal client is hesitant to work with a coach because they don't trust coaches or are worried about confidentiality, you can create content that emphasizes your professionalism, credentials, and experience. You can also explain your coaching process and how you protect your clients' privacy.
6. Interests:
   1. Content ideas: Knowing your client's interests can help you generate content ideas that are relevant and interesting to them. For example, if your client is interested in health and wellness, you might create content around healthy recipes, exercise routines, or mindfulness practices.
   2. Tone and language: Understanding your client's interests can also help you tailor the tone and language of your content to their preferences. For instance, if your client is passionate about outdoor activities like hiking or camping, you might use more adventurous and energetic language in your content.
   3. Visuals and design: Your client's interests can also inform the visuals and design of your content. If your client is interested in fashion or design, for example, you might incorporate more visually appealing graphics or use a more modern design style.
   4. Engagement strategies: Knowing your client's interests can also help you develop engagement strategies for your content. If your client is interested in social media, for example, you might focus on creating social media-specific content and engaging with them on social media platforms.
7. Learning Style:
   1. Visual learners: If your ideal client is a visual learner, they may prefer to see information presented in charts, diagrams, or videos. As a coach, you can create content that includes visual aids like infographics or slideshows to help them better understand the material.
   2. Auditory learners: If your ideal client is an auditory learner, they may prefer to listen to information presented in podcasts, webinars, or audio books. As a coach, you can create content in these formats to better engage with them.
   3. Kinesthetic learners: If your ideal client is a kinesthetic learner, they may prefer to learn through hands-on activities or interactive content. As a coach, you can create content that includes exercises or quizzes to help them engage with the material in a more tactile way.
8. Communication Style:
   1. If your ideal client prefers email communication, you might focus on building an email list and sending out regular newsletters or updates with valuable content and insights.
   2. If your ideal client prefers phone communication, you might consider offering a free consultation or discovery call to discuss their needs and goals.
   3. If your ideal client prefers social media communication, you might focus on creating engaging and informative social media posts that provide value and encourage interaction and engagement.
9. Level of Awareness:
   1. Problem awareness: If your ideal client is just becoming aware of their problem, your content should focus on educating them about the issue and the consequences of not addressing it. For example, if you're a life coach, you might create content that explains the symptoms of burnout and the negative impact it can have on a person's life.
   2. Solution awareness: If your ideal client is actively seeking a solution, your content should focus on presenting your coaching services as the solution to their problem. You might create content that showcases your expertise and experience in solving the problem your ideal client is facing. For example, if you're a business coach, you might create case studies that demonstrate how you helped other clients overcome similar challenges.
   3. Product awareness: If your ideal client is aware of your coaching services, but hasn't yet made a decision to work with you, your content should focus on building trust and addressing any objections they may have. You might create content that highlights the benefits of working with you, such as testimonials from satisfied clients, and addresses common objections, such as the cost of coaching.
10. Prior Experience: 
    1. If your ideal client has had negative experiences with coaching in the past, they may have objections or hesitations about working with a coach again. In this case, you could create content that addresses their concerns and shows them how your approach is different.
    2. If your ideal client has had positive experiences with coaching in the past, you could create content that builds on their prior knowledge and provides more advanced strategies or techniques.
    3. If your ideal client is new to coaching or personal development, you could create content that provides a basic overview of what coaching is, how it works, and what they can expect from the process.
    4. If your ideal client has tried a specific coaching technique or approach in the past that didn't work for them, you could create content that explains why that approach may not have been effective and offers alternative strategies or techniques that may be more suited to their needs.

If you want to create content that slays and speaks directly to your ideal client's needs, desires, and concerns, you need to do your market research. It's not just about guessing what your audience wants or throwing spaghetti at the wall and seeing what sticks. It's about getting inside their heads and understanding what makes them tick.

That's where surveys, focus groups, and data analysis come in. By getting down and dirty with your market research, you'll gain a clear picture of who your ideal client is and what they're looking for in a coach. This will give you the insights you need to create content that resonates with them, builds trust, and ultimately leads to more clients and greater success.

Understanding your ideal client is the key to creating content that slays and drives your business forward. And if you need help with market research don't you worry. My done with you and done for you market research solutions are here to provide you with the insights you need to create killer content and build your business. So hit me up today, and let's get started today!

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