It doesn’t matter whether you’re new to business, or have been working for yourself for the last 10 years, we all need to re-evaluate our customer avatars from time to time. I’ve known a lot of business owners who haven’t updated their marketing plans, let alone their ideal client profiles in years, making it really hard for your marketing to continue to increase your leads and sales.
If you’re just starting out in business, or self-employment, I would 100% recommend spending just as much time on market research and customer avatars as you'll spend on your marketing content. After all, you could have the most spectacular content out there, but if it isn’t reaching the right people then what is the point in the first place?
One of the main things you’ve got to remember, is to be explicitly specific. You need to really understand your audience, including in particular, their problems as a client.
To make myself clear, when I say you need to understand their problems, I mean you need to understand their problems that link directly to your product or service; for example:
The Infinite Management Co are a business consultancy company. We specialise in the wedding industry specifically, and offer several services that can help reduce the stress and work load of new or small businesses.
We understand that business owners go through very similar problems, one of the issues in particular, is TIME. It is so difficult when you’ve just started out, you’re wearing all of the hats. From accountant to bookkeeper, admin assistant to general manager and marketing team to actual staff working in the field. It just gets so hard to keep up with absolutely everything.
Because we understand our market well, we know exactly how to market to you and speak to you in a way that you think ‘yes, this is definitely for me’. THAT is why you must to a deep dive into your audience and create an avatar…
So, firstly, you need to get specific about your avatars.
What does your ideal client do for a living? Are they in a managerial role or are they even higher up? What is their annual income?
Where does your ideal client live? What gender are they and exactly, how old are they?
What do they do when they aren’t at work? What are their interests and hobbies?
I know this might seem really detailed, but it’s really going to help you niche your services and find the ultimate pool of your ideal clients.
To make things easier, we’ve created a FREE document full of all the questions you’ll need to answer about your audience to create your ideal avatar > CLICK HERE < to find out more.
After you’ve worked out ALL of the key characteristics of your avatar, you should really think about creating an opposite profile. An avatar of your least compatible customers. People who really wouldn’t be interested in you or your product/service. Go into as much detail as you did for your ideal client.
Once you’ve got your two profiles ‘Ideal’ and ‘non-compatible’, you’re going to want to do a little market research. Using your questionnaire, research your ideal client, find out what their problems are and figure out how you can show them that you have the answer.
You’ll be able to use your client avatar to create the perfect marketing content and to know exactly where to place it.
Make sure you always, always record your research and findings in some way, whatever works best for you. You should be reviewing your avatars every year or so, as elements will occasionally change. You’ll also need to re-evaluate any time you add, remove or change a product or service.
If you think you could do with a little help in creating your perfect avatar, then please get in touch with our consultancy team today, we can carry out a free one hour consultancy to see how we can help you get started > 07578 582682 | hello@infinitemanagementco.com