How to Find (& Convert) Your Dream Customers - Louise Bartlett

In this empowering session, Louise Bartlett shares 3 easy-to-implement ways to find (and convert!) your dream customers—without tech stress, guesswork, or wasting time on the wrong content.

Website: https://www.louisebartlett.com/ 

Linkedin: https://www.linkedin.com/in/beatnikdesign/

Instagram: https://www.instagram.com/_louisebartlett/

00:01 Hi, everyone, my name is Louise Bartlett and welcome to how to find and convert your dream customers.   00:08 I have about 15 or 20 minutes, so I want to dive into a few simple actions you can take today To start thinking about your audience and how to find them  And also start to listen to what they're looking for If you don't know me again, my name is Louise Bartlett. I am a designer, a user, researcher And a yoga teacher and student I lived in San Francisco where I became a digital designer. I moved to London 14 years ago I have been practicing yoga for 25 years and teaching for 10 I primarily focus now on serving the wellness community I have been an award winner of San Francisco's most innovative small business And I've created digital services For the UK government that serve over 80 million users.   01:03 So I'm always interested in User research, how people use a product and how to improve them.  

01:11 My goal today Is I want you to go from, who is my audience and what do they wan To I've got some tools to find my audience and learn about what they need So let's dive in Okay, why is this important? So your business is essentially made up of three different areas You have an offer, which is a Service or a product That helps solve a problem for your target audience Now you need to get in front of your target audience so they can see what your offers are  So you need more visibility So you need to understand Where your audience hangs out so you can go to those places and become visible. So today I want you to think about these three areas And we're looking really at defining your target audience Understanding what problems they have Where they hang out, so that you can go there and help them solve their problem.  

02:12 Okay, we're going to look at A few different types of research methods. There's so many different types. Today I'm going to run through a survey But you can do polls and quizzes on Instagram or TikTok You can do deep dive interviews individually, one on one with people There's focus groups where you look at a group of people Observational, where you observe people doing a thing You can look at your competitors and then you can also look at the data you currently have. So if you have a website If you have an Instagram account You can start to look at what pages people are looking at and what posts are the most positive That will start to give you an indication of what content resonates most with your audience Okay, so where can you collect data? Really easy place is Facebook or LinkedIn groups Go and find a group that is part of your niche. So for example If you are a nutritionist, you might want to belong to some Facebook groups around Nutrition or start to niche down into Someone who is Intolerant of dairy and look into those groups and see what people are talking about There. You'll get a first hand Indication of Problems people are facing, stories they're sharing, solutions they're sharing And that will start to give you an indication of what types of problems people are having.  

03:49 They would love to share in a support group. This way You can offer advice, but I want you to be listening and taking notes. If you see the same problem coming up over and over again That's an indicator to you That it's a really good place for you to start creating content around You might go to some in person networking events. You could survey your list, your current email list or communities that you belong to Really easily. Do some polls or questions in your Instagram stories or your broadcast channels  And then looking at your competitors sites Or Instagram accounts and what other types of comments that people are saying there  That again will give you another indicator Of where to look to. So those are three Four really easy ways. We're going to dive into a couple more in a moment Okay When to collect your audience data So if you have an email list, and I hope that everybody does, you want to be interviewing them, sending out a survey at least yearly, but possibly quarterly, and asking them What do you want to see more of or less of? What pain points do you have? What wins have you had because of your help? Start to collect all of that information And that will give you firsthand.  

05:15 Where people are getting support from you and where there Might be some gaps that you can start to fill Another great way is to survey your audience before or after you teach a workshop or course  So in the beginning, what do they hope to learn? And then afterwards, what did they learn? You can ask them to rate the course or workshop from a 1 to a 5 With 5 being the best And if they scored a 4 or less  Then ask how can it be better? You will find Gold nuggets when you ask people how can I make things better for you? And it's a great place to start Okay, so if you are going to send a survey out, make sure you always have a screener so that you can filter the wrong people out.  

06:05 So again, if I am a nutritionist and I want to serve Women over 40 Then I'm going to ask the question what gender are you? Because I'm going To want to filter men out I might ask for ages and then filter out the people that are younger and older than my age group If I have a physical location, I might want to filter people out who are not in my town or in my state And the same with Business phase. So I might want to focus on startups and not people who've been in business for a long time or scaling And you can get a lot out of people's interests as well. We're going to dive deeper in a moment I would suggest keeping your survey really short So if it's just one to three questions You can ask that and it will take less than a minute and that can be free. People love to help you out If you have something that's a little bit more in depth, say eight to 15 questions Then maybe you want to think about offering a discount Or a giveaway.  

07:12 That is likely to take five to eight minutes of their time If you have a more extensive survey  Say 20 or more questions Then you're going to want to offer Some kind of Compensation Maybe  Some monetary compensation, a gift card Or maybe a big prize That's likely to take  More like 15 or 30 minutes The example on the right is from glow.com and it's a really Simple survey. At the end of every class They ask, how was your class? Right. And I'm rating it from a one to a five In this example, I have selected Five stars and they ask, what did you enjoy? Did you like the instructor? The pacing, the intensity The sequence Anything else? So it gives you a really quick opportunity to share feedback And it gives Glow.com an opportunity to learn what.  

08:12 Classes are resonating Well And not ask those teachers To conduct more classes Okay, so I'm going to take you through an example. I taught this course As an hour long and what I did was I asked people to.   08:31 Go through my survey before This workshop started so that I could reveal the results So I want to share with you that I help female wellness preneurs Who are over 40 Brand and market themselves confidently online So I'm going to take you through the survey results o you'll start to see How Those answers break down and how useful they can be. Part of the survey, I went through A really detailed Introduction. I told them what I was doing Why I was doing it And thanked them for the help I also asked them some basic demographic questions And that was their age, their gender Again, because I wanted to filter people out that weren't in my demographic And then psychograph Psychographic questions. So that is Motivations Challenges Aspirations Really diving into people's hobbies and interests because there's a lot of really interesting information that lives there I asked them about their business.  

09:42 What stage they were at, because I really want to focus on helping startups And then I asked them what were their top three biggest challenges around growing their business So this is where I start finding out more about their pain points And then finally, number six, here was an exchange I entered everybody into a contest And I chose one winner who received A big bundle of wellness gifts. So you can see here that There's a lot of information in here. I had the intro, I asked the meat of the questions and then my exchange was to do a giveaway Okay, so how did this survey break down? Firstly, I'm going to ask how do you know about me? You can see here the overwhelming response Was through the covering membership So a lot of my Users are in this membership that I belong to What's great about that is you can start to see what's working well and maybe where you want to focus your time in the future.  

10:50 What is your age? So I serve people Who are over 40, so you can see that Most of my target audience are in the right age group of 35 to 44 Or 45 o 54 So the people that I'm targeting right now are the correct people Of my target audience What is your gender? So 95.8% said female, which is great. So there's just a couple of males in here. What I would do is filter those results out When I'm looking at all of my final results But you can see here is that generally  I help females and generally for the most part, females are Responding to me Okay How would you describe the stage of your business? So again, I'm helping Startup early stage businesses. You can see that there's quite a few established and scaling businesses So I might want to reframe my messaging to to really speak to startup and early stage businesses if I want to attract more of those people Okay, what are your hobbies and interests? Why am I asking this? Well, you get to learn more about your users. You can create content that they relate to It really helps you refine your customer avatar.  

12:19 So they can say, oh my gosh, are you reading my mind? You find the best golden nuggets In this area, learning about hobbies and interests So I'm just going to share A couple more with you What is your occupation? What does your small business do? You get to learn more about your users. You Learn the language that they use Again, my example here, I help female wellnesspreneurs 40  Brand and market themselves confidently I'm going to be looking Through that lens as I start to see Some of their hobbies and interests And what this does is it really Means that I can pull out some ideas Some anecdotes Some language that people are usingTo make sure that  They resonate. There's synergy between us. I might find some people to collaborate So here is the raw data when I ask people, what is your occupation? What does your small business do? And I started to pull Items out in bold. So creative spark Well being with everyday habits. Strong daily habits.  

13:36 Female entrepreneurs Simplifying businesses with systems and automations Leadership coach, yoga, yoga retreats. Women in their 40s You can start to see that these are some keywords that I might want to sprinkle in my messaging because this is what resonates with people So you can see I've written here on the side I can start to see keywords that people are using I can start to understand the language the way they're speaking So you want to move away from technical speak That you would know as, as an expert in your area and start using the language that the everyday person is using  Then you'll start to see some Synergy in these responses It's a great way to form some collaborations.  

14:29 And here you can see there's people in here who talked about well being, which is my niche. So I'm starting to Pull out  A lot of feedback from these responses Okay, so finally I want to introduce you to a really Great  Tool Of how to get inside your customer's head If you go to answersocrates.com This will allow you to create relevant content That your customers are searching for.    It's actually  You can answer the questions that they're asking So how does this work?  If you go to answersocrates.com, you can enter in keywords So 1, 2, 3 keywords and you'll get responses back of what people On Google, on Bing are asking for. So you can directly  Get that content and answer those questions For example, travel agents I typed in travel agents and it came back with should I use a travel agent? Should I use travel agents for cruises? Should I use a travel agent for Disney? Should I use it to book flights? So imagine That I was a travel agent for Disney cruises There's already two things in this list and there's a third one, Viking cruise. So I know what people are asking And I can answer those Questions directly That will help me on my website when I can say People ask me all the time, should I use a travel agent for Disney? This is my answer  Again. If we look at another example, yoga.  

16:14 What yoga poses to avoid when pregnant What yoga is best for beginners? What mat should I buy?  You can be answering these questions to start to pull your audience in The same for menopause, should I take menopause supplements? Should menopause be treated? Should I take testosterone? Should I take progesterone? So people are asking these questions. You can answer them directly Okay, a few more Imposter syndrome Is imposter syndrome a mental illness? Is it real? Is it a weakness? Is it normal? Is it curable? So you might want to address that in some of your Instagram posts or in your email newsletters Reels. How do Instagram reels work? How do you go viral? How do you make money? How do they appear on Facebook? How do you download them? How do Instagram reels go viral?  

17:13 How do you make them? So here you have a whole slew of questions that you can be answering If you're someone who creates Instagram reels And then finally, social media marketing. How do I learn social media marketing on my own? Can I avoid social media marketing? Can I do social media marketing? How much should I spend? If you're in that niche, it gives you a whole bunch of answers which gives you loads of content that you can be tapping into to answer directly Okay, so I hope that's been helpful. We just ran through a few ideas I would love to give you some homework. So take one of the ideas that we've covered and implement it Send out a survey to your email list You could post questions or polls on your stories You can use your email list. So send out a survey. You can ask for one to one interviews.  

18:11 People who are your target users Go and join a Facebook group. Start collecting data, start listening and engaging with people in your area of expertis You can research your competitors, look at the comments that you're starting to see on their sites Go visit their websites and see what pages they have, see what offers they have Start to listen And then finally conduct some one to one interviews or go Into some focus groups where you just talk to people, have a conversation And then finally take action I would love for you to share an action you're going to take Find me on Instagram @louisebartlet and share your aha moment Take a snapshot and share it in your stories And tell me what action you're going to take Dr. B.J. fogg says we are social beings. Seeing others succeed Makes us believe we can succeed too So I would love to see you succeeding using some of the tips I've talked about in here Share it with me so I can cheer you on Thank you so much. I hope this has been helpful And Download The freebie that goes into a little more detail about how to find your target audience I hope this has been really helpful And have a great day.