How to Market in a Saturated Space: Deeply Understanding Your Ideal Client

By Kelsea Koenreich

Welcome back to another post from the Mom Founders Table. Today, I want to cut through the noise and give you the honest truth you need to hear—especially if you’re feeling stuck, invisible, or like your marketing just isn’t converting.

Because here’s the thing: You cannot grow a business in 2025 without an online presence.

And more importantly: You cannot thrive in a saturated market without emotional resonance.

Whether you’re a service provider, coach, creative, agency owner, or wellness entrepreneur—this post will walk you through what’s really missing from your marketing strategy, how to fix it, and what to do instead of shouting into the void.

Let’s dive in.

Online Presence Is Non-Negotiable - But It’s Not Enough

Eric and I joke all the time about how many businesses open and close quickly in our area of Florida. So often, we never even heard of them. Why? Because they didn’t even have a social media presence.

We live in a world where people use Instagram like Google. TikTok and AI tools are search engines. The platforms have changed, but the behavior is the same: People need to find you. Fast.

If you aren’t showing up online, you don’t exist in your market. But here’s the problem:

Just being present isn’t enough. You also have to be resonant.

The Reality of Marketing in a Crowded Market

Right now, marketing isn’t just about visibility. It’s about relevance.

If you feel like:

• You’re putting in effort but not getting engagement

• You’re posting constantly but not getting inquiries

• You’re tired of hiring marketers who “just don’t get it”

You’re not alone.

Even as someone who has been marketing my own brands (and others') for years, I still rely on my marketing team—because I’m too close to my own brilliance.

Here’s what I know:

What worked 3-5 years ago—generic, vague, one-size-fits-all content—isn’t working now.

People are smarter. The space is noisier. The algorithm is pickier.

And that’s why you have to move from surface-level marketing to deep, psychographic-driven strategy.

What You Need Now: Emotional Resonance > Generic Content

Let’s get clear:

• Just posting content? Not enough.

• Surface-level demographics? Not enough.

Your audience doesn’t care if they’re a 35-year-old mom in Tennessee. They care if you understand how they feel.

They care if you “get it.”

That’s why psychographics—aka what they value, fear, believe, and experience—matter way more than age, gender, or income bracket.

You have to know:

• What keeps them up at night?

• What do they wish they could say out loud but don’t?

• What do they secretly want?

• What pain do they feel every day?

• How does that pain ripple into their relationships, parenting, and self-worth?

That’s what breaks through the algorithm. That’s what cuts through the noise. That’s what makes someone say, “Wow. It’s like she’s in my head.”

Try This: The Day-in-the-Life Exercise

Here’s a simple but powerful tool I teach my clients:

Map out a full “day in the life” of your ideal client.

Start with:

• What’s the first thing they think when they wake up?

• What do they grab first—phone, coffee, kid, laptop?

• How do they feel before their feet hit the floor?

And continue:

• How do they move through their day?

• Where does their guilt creep in?

• Where do they lose themselves?

• When do they feel proud? When do they feel ashamed?

Document it like this:

• 6:00am — wakes up, checks email on phone, tells herself she’ll only respond to one

• 6:05am — anxiety rises because she sees 34 unread messages

• 6:10am — skips workout again, feels guilty, promises to “try again tomorrow”

You get the point.

This gives you the blueprint for what to say, when to say it, and how to build offers that solve real problems.

Your Marketing Should Reflect the Gap You Help Bridge

Your client’s current reality vs. their desired reality = your marketing message.

Example:

• Current: Constantly rushing, reactive mornings, skipping workouts, snapping at kids, always behind

• Desired: Peaceful mornings, consistent self-care, present time with kids, on top of business

Your offer needs to speak directly to how you help them get from Point A to Point B.

If you’re a coach? You need to talk about how you help them stop tying their worth to productivity. If you’re an agency? You need to talk about how you simplify their workflow and remove chaos.

The more specific you are in naming their problem, the more powerful you’ll be in positioning your solution.

When You Know Your People, You Never Feel Like You’re “Selling”

This is what most people get wrong about marketing:

They try to sell instead of connect.

But when you:

• Know what your people are thinking

• Understand what drives their decisions

• Build offers that meet their deepest needs

...you don’t have to push. You just show up, serve, and lead.

That’s how you create demand. That’s how you build authority. That’s how you grow—without burning out.

Psychographics Make You Better at Sales, Offers, and Delivery

Knowing your people at a deep level helps you:

✔︎ Write magnetic content that stops the scroll

✔︎ Design offers that people want to buy

✔︎ Understand how to price, position, and pitch your services

✔︎ Speak in a way that feels like connection—not conversion pressure

And yes—this even helps you retain clients better. Because when people feel seen, heard, and understood? They stay. They refer. They renew.

BONUS: Tailor Your Messaging to Buyer Behavior

Are your clients more emotional or logical buyers?

• Emotional buyers care about how something will feel

• Logical buyers care about how something works

Most people are a blend of both. So your marketing needs to hit both:

Speak to results AND structure.

• Talk about transformation and logistics

• Connect features to benefits

• Make sure they know what they get and how it solves their pain

And always, always bring your voice into your brand—especially if you're the founder.

People buy from people. The more you hide behind the brand, the easier it is for them to overlook you.

Recap: What to Do Today to Market More Effectively

Here’s your to-do list:

✔︎ Do the Day-in-the-Life Exercise for your ideal client

✔︎ Map their Current Reality vs. Desired Reality

✔︎ Audit your current offers—are they solving the right problem?

✔︎ Tailor your messaging to hit both emotional and logical buyers

✔︎ Infuse YOUR voice back into your content (yes, even if you have a team)

And if you do nothing else?

Stop creating generic content. Start building real connection.

Something Big Is Coming…

If you’re ready to scale your business but feel stuck on how to:

• Attract the right clients

• Clarify your message

• Plug into a powerful referral network

• Know what to actually focus on in marketing, sales, team, and operations

…I’ve got something coming that you’re going to love.

It’s something I’ve never seen done before - and it’s being built specifically for ambitious women entrepreneurs ready to scale with clarity, confidence, and community.

Want to be the first to know? 👉 Click here to join the waitlist.

Let’s build something that works—on every level.

Kelsea