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Written by Jason DiNunno | @jasondinunno

How to Find Your Ideal Client Online: Insider Tips on How to Figure Out Where Your Ideal Client Spends Time Online

When you have a clear idea of who your ideal client is (or, better yet, after you’ve created an ideal buyer persona), the next step will be to figure out where and how your ideal client spends time online.

Or, put more simply, you need to know who your ideal client is to know where they are – and what they do – online.

This will be essential to making sure that:

  • Your brand has a presence on the various platforms and/or sites that your ideal client regularly visits.
  • You are positioning your content – and calls-to-action – exactly where your ideal clients will see (and hopefully respond to) them online.


find ideal client online - create ideal client persona


Searching for Your Ideal Client Online? Start Looking at the Demographics


Before we dive into the demographics discussion, it’s first important to note that, when we’re referring to “having a clear idea of who your ideal client is” or “creating an ideal client persona,” we mean that you know details like (but not limited to) the following about your ideal client base:

  • Personal details, like gender, age, location, and marital status
  • Occupation-related details, like job title or industry

If you don’t have these details nailed down, take a close look at your current clients and leads, and start pinpointing the broader trends that emerge when analyzing individuals who stand out as ideal clients.

If you need more help, take a look at our blog posts about defining your Target Audience, or How to Create an Ideal Client Persona, or you can just get a marketing expert to take care of this research and analysis for you.

Once you have these demographics dialed in for your ideal client base, it’s time to check out the latest demographics for social media and other digital marketing opportunities to figure out which avenues are the best for targeting and connecting with your ideal client.


Using Social Media Demographics to Find Your Ideal Client


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So what types of people tend to be active on social media? What platforms do they use? And how often are they visiting social media sites (daily, weekly or less frequently/irregularly)?

Where you should your business really start developing a presence (if you’re just diving into social media or your resources are spread too thin across a number of sites, showing little to no engagement or conversion)?

Well, here’s what some of the latest research from the Pew Research Center, Sprout Social and Hootsuite have to report in terms of social media demographics:


Social Media Platform Demographics Data
  • Nearly 8 in 10 U.S. adults use Facebook on a daily basis. This is up 6% from 2015, revealing significant growth for Facebook over the past year.
  • More women use Facebook than men (83% versus 75%, respectively).
  • Nearly 90 percent of people 18 to 29 use Facebook, representing the largest demographic. The next largest demographic are adults 30 to 49 (84% of who use Facebook).
  • Adults over 65 represent the fastest growing demographic on Facebook, increasing about 14% over the past year.

Bottom Line: If you’re trying to reach adults of nearly any age (or gender) on social media, you’re likely going to need to have a presence on Facebook (at the very least).

  • About 1 in every 4 U.S. adults uses Twitter. This is roughly the same usage rate as in 2015.
  • Women and men tend to use Twitter at the same rates (25% versus 24%, respectively). This reveals very little gender discrepancy in Twitter use.
  • Younger adults, 18 to 29, are about 3x more likely than older adults, 65+, to use Twitter.
  • Twitter tends to be more popular among those with higher levels of education, with college-educated Internet users being about 10% more likely to be active on Twitter than those with a high school degree (or less education).

Bottom Line: If you’re trying to engage young adults and/or more highly educated people online, you may want to be active on Twitter. Given the lower usage rate for Twitter (when compared to other social media platforms), however, it may be better to establish your presence on the other more popular platforms first (and then move on to Twitter).

  • About 1 in every 3 U.S. adults uses Snapchat.
  • Roughly 50% of these users are on Snapchat everyday.
  • Teens and younger adults, 13 to 34, are the largest demographic on Snapchat, representing more than 60% of all Snapchat users.
  • Nearly 50% of new Snapchat users are over 35, representing the fastest growing demographic on this platform.

Bottom Line: If you want to position your digital marketing campaigns in front of teens and young adults, you’ll like want to develop a presence on Snapchat. If your ideal client is 35+, you may be able to gain an edge on your competition by being active on Snapchat.

  • About 1 in every 3 U.S. adults uses Instagram. This is about the same usage rate as in 2015.
  • Women use Instagram more than men (38% versus 26%, respectively).
  • Young adults, 18 to 29, are the biggest demographic on Instagram, with nearly 60% of this group using Instagram.
  • Instagram usage declines with age: while about 33% of adults 30 to 49 use Instagram, only about 8% of adults 65+ use Instagram.

Bottom Line: If you’re trying to get your brand noticed by young adults, particularly young females, it’s a good idea to be active on Instagram.

  • Slightly more than 1 in 3 U.S. adults uses Pinterest. This is the same usage rate as in 2015.
  • Women are about 3x more likely to use Pinterest than men (45% versus 17%, respectively).
  • People with at least some college education tend to use Pinterest more than those with a high school degree (or less education).
  • Pinterest usage rates decline steadily with age, with younger adults, 18 to 34, being about 2x more likely than older adults, 65+, to use this platform.

Bottom Line: If your ideal clients are women online (especially those younger than 34), you’ll likely want to establish a presence on Pinterest.


What to Do When You Locate Your Ideal Client Online: Focus on Psychographics & Your Message


So, once you know where your ideal client is online, how do you make sure that they notice and respond to your content and other messaging?

The answer: Psychographics.

Psychographics is basically the analysis of the social aspects of a group or subgroup. In the world of digital marketing, this refers to ‘social data’ like (but not limited to) the following facets of group (or segment of that group):

  • Values and beliefs
  • Opinions and attitudes
  • Lifestyle, interests and hobbies.

This data can be a little more challenging to nail down (than demographics data) because it takes a little more critical thinking about how the above factors could influence someone to patronize your business. When, however, you are able to start dialing into the psychographics, you can start figuring out what motivates and interests your ideal client – and that can be pivotal crafting content that will attract your ideal client and get them to:

  • Remember your brand and recognize it in the future
  • Take action to learn more about your offerings and, ideally, become new leads and clients.

To start dialing in these details – and using psychographics to clearly identify the motivations and interests of your ideal client, here are some questions to ask yourself (and answer):

  • What are the personality traits of my ideal client?
  • Is my ideal client religious?
  • Is my ideal client politically and/or socially active?
  • Is my ideal client athletic or focused on fitness and health?
  • What type of music does my ideal client like?
  • What does my ideal client do in his or her spare time?
  • Does my ideal client have kids (or strong family values)?
  • Is my ideal client Internet-savvy?

Of course, these are just a handful of questions to get you started. As you start answering these questions, others may pop up – and finding the answers can help you develop an increasingly detailed picture of your ideal client(s) and their online habits, interests, etc.


finde ideal client online - know where they spend time online


Finding Your Ideal Client: The Bottom Line


When it comes to finding and connecting with your ideal client online, the bottom line is that having a clear concept of who your ideal client is will be integral to:

  • Knowing where they spend time online and then focusing on developing a presence in the same place(s)
  • Creating the content that is interesting to them so you can capture (and keep) their attention
  • Making the important connections that can grow your business – as well as its presence and authority online.

Ready for some professional insight on how to find, engage and convert your ideal client online? If so, let’s talk.

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Market Your Business how You want to be Marketed to.

Jason DiNunno
Jason DiNunno,