A lot of you like to jump-start right in and start building ads, writing imitate, creating landing pages, and doing all that other fun marketing stuff.
BUT if you don’t have a customer avatar, you’re earnestly hurting your results. If you don’t know who your patron is, then how in the heck are you able marketplace to them ?! Getting a clear understanding of your patron will impact practically All other aspects of your marketing and sales process.
One caveat–as you’re creating this avatar you may need to actually reach out to your customers and customers, don’t let that prevent you from starting this process.
In our YouTube series, Marketing Mastery with DigitalMarketer, I indicate you how to create a Customer Avatar in simply 5 stairs.
Number 1: Identify the Purpose and Value
Now, these aren’t YOUR objectives and appreciates so don’t project them onto your principle client!
Let’s start with objectives 😛 TAGEND
RTAG 7 TTWhat are the goals of your ideal customer that YOUR business, service, or offering can help them achieve?
RTAG 8 TTTo take this out of the abstract, I’ll use one of our Avatars: “Agency Eric”
RTAG 9 TTWhat are Eric’s “want” statements? This will make it abundantly clear what his goals are 😛 TAGEND
RTAG 10 TT“Eric wants to…”
Increase his agency businessIncrease the skills of his teamScale his business
RTAG 11 TTHaving someone who can help you achieve their goals doesn’t mean a whole lot if you don’t have matching values. I could have an offering that will supercharge your traffic, but if I’m a shady dude doing all of the black hat tricks in the book, you likely will stay away.
RTAG 12 TTThat’s why you have to list out importances at the same time as objectives.
RTAG 13 TTA good way to start this exercise is to phrase it like this 😛 TAGEND
RTAG 14 TT“[ Customer Avatar identify] is committed to…”
RTAG 15 TTWhat are his/ her personal or professional commitments? What does she want to achieve? By what signifies is she willing to achieve these things?
RTAG 16 TTUsing our Avatar 😛 TAGEND
RTAG 17 TTAgency Eric is committed to…
Professional DevelopmentProviding appreciate for his clientsUsing white hat marketing tactics
RTAG 18 TTThis type of information will help you drive product creation, offer copy, content, and more.
Number 2: Find their Generators of Information
RTAG 19 TTMarketing at its core is just getting the right message in front of the right person at the right time.
RTAG 20 TTThis understanding misses one other important factor: Marketing to them in the right place.
RTAG 21 TTWhat journals are your customers speaking? What magazines?
RTAG 22 TTDo they frequent particular types of blogs? What about specific blogs?
RTAG 23 TTWhat seminars or trade shoes to they go to?
RTAG 24 TTWho are their “gurus”?
RTAG 25 TTThis will help you nail down where you can advertise and how to speak to them in a language they understand.
RTAG 26 TTThe BEST and EASIEST way to answer these questions without it becoming this massive list of nonsense is to use the “But no one else would” trick …
RTAG 27 TT“My principle customer would be as follows[ BOOK ], but no one else would.”
RTAG 28 TT“My ideal customer would attend[ CONFERENCE ], but no one else would.”
RTAG 29 TTThis is mission critical for figuring out WHERE to target your audience, what to talk to them about, and in what lane.
Number 3: Write out their Demographic Information
RTAG 30 TTThis section ever felt bizarre to me and I frankly thought it was lame. Creating this fictional person seems odd, but it genuinely does give you a complete picture of your customer. It stimulates them “real” or as real as a fake avatar can be…
RTAG 31 TTYou’ll want to name your avatar–just like we have Agency Eric.
RTAG 32 TTHow old-time, what’s his or her gender … does it matter? What about their marital status? Do they have children? Where do the live?
RTAG 33 TTNext, you’ll want to fill in the more baseline data–occupation, name, income, education.
RTAG 34 TTOne other thing you’ll want to do is try to list out a “quote” they’d use. This helps you get into their head.
RTAG 35 TTFor us, Agency Eric is a 40 -year-old married male with 2 children living in Orlando, Florida. He’s the CEO& Founder of a digital marketing agency making ~$ 150 k per year. He’s been known to say, “I surround myself with people smarter than me” more than a few days.
RTAG 36 TTThat paints a course prettier portrait than just saying “Oh, our main prospect is an agency owner.”
Number 4: List out their challenges and pain points
RTAG 37 TTNow that your avatar is a bit more real, you want to dig into what their challenges are and their main pain levels( or in a number of cases their dreads ).
RTAG 38 TTObviously, you should limit these to challenges and pain levels your business or service can help with!
RTAG 39 TTThis step will help you identify your main copy hooks and help you out in filling any holes in your product catalog.
Number 5: Identify the Dissents to the Sale& Their Role in the Purchase Process
RTAG 40 TTThese are often overlooked, specifically the dissent portion. Nobody has a product or service so great that literally everyone will want to use it if they become aware of it. That just doesn’t happen.
RTAG 41 TTThe important thing is WHY wouldn’t your ideal patron want to work with YOU at this phase in TIME.
RTAG 42 TTAsking this question will get you into their head more and will help you better anticipate dissents in your marketing transcript and sales scripts.
RTAG 43 TTFinally, and this is more on the B2B side, are they the decision maker or an advocate? If they’re a decision maker, then you can push for the sale. If they’re an advocate who would need approval, you’ll need to switch up facsimile and likely furnish other types of content like, pitch decks, recommendation templates, etc….
RTAG 44 TTSo, to recap, in order to build a customer avatar, it is required to:
Identify their Purposes and ValuesFind their Generators of InformationFill in their Demographic Info( and NAME them) Identify Challenges& Pain PointsList out their Dissents& Role in the Purchase Process
RTAG 45 TTIf you want to dive into more details, get a downloadable client avatar worksheet, and verify some examples of our patron avatars–click HERE. Seriously. Do it. This is the most important thing you could do for your business today.
RTAG 46 TTAnd head over to our YouTube channel for more Marketing Mastery tips.
RTAG 47 TTThe post Create a Customer Avatar in 5 Easy Steps seemed first on DigitalMarketer.
Associated Press/ Evan Vucci
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