Your Next Marketing Move Won’t Work Without This Process
As a sales professional, I know you’re presented with non-stop *new* tactics to move your products, increase awareness and even expand into new markets. But, with limitless suggestions, some faulty and some fabulous - the question is - what is really going to work for you?
You love your product and want it to succeed. Why doesn’t everyone else?
Simple answer: Everyone shouldn’t love your product. If they did, your product, service or offering wouldn’t be solving a specific problem. Think about it, even Coca Cola isn’t for everyone.
The solution to finding out what really works is "niching" down or specifying your demographic. The idea of getting specific initially scares a lot of us because it instantly creates a lacking feeling and thoughts like:
- "I don't want to exclude anyone!"
- "My revenue will be higher if everyone bought my vacuum!"
Whether you’re selling to B2B or B2C, you can use this customer avatar exercise to get more specific about who you’re really talking to, which will actually create the opposite effect of scarcity.
Besides the ease of clarity and focus (A.K.A reduced overwhelm), here's why defining your ideal customer avatar matters:
You will increase your ROI in every Marketing effort by getting clear:
- Knowing your customer means knowing how to speak to them, which makes writing copy, captions and even picking the right graphic style easier.
- When you know how to speak to your consumer or business needs, you can easily create Facebook, LinkedIn, and Instagram Ads.
- Deeply knowing your ideal customer eliminates the guesswork of being on the right platform, right place or saying what you’re expressing at the right time because you deeply understand how they work and what time they are online.
Targeted messaging also means:
- Higher conversion rates
- Increased brand and customer loyalty and referrals because the consumer feels your speaking directly to them (because you are!)
Here's how you define your avatar:
For this exercise, if you’re selling B2C, we will keep one person in mind, as they will represent your consumer group.
If you’re selling B2B, I recommend keeping a department or a specific C-Suite executive in mind as you go through this exercise. For example, when I worked in healthcare sales, I created an avatar of the CEO, the CNO (Chief Nursing Officer) and their administrative assistants as I knew they were a decision-making team.
We’ll start with a few deep questions:
- What keeps your avatar(s) up at night?
- How do they feel when they find your product, service or offering?
- What hesitations do they feel when they go to buy?
- What would make their customer experience incredible?
- How could you make them feel safe, seen and understood?
Next, Let’s get clear on what they look like:
For B2B sales professionals, If you have a group of consumers to consider, you can answer this for each individual in the group. For B2C sales professionals, focus on one representation for your collective target audience.
- How old are they?
- What's their occupation?
- Are they female or male?
- Do they have kids, if so, how many?
- How much money do they make per year?
- What is their estimated spending power?
- How do they spend their average day?
- How do they spend their weekends?
Now that you have a clear idea of who your avatar is, you can apply this information immediately by taking the following actions:
- Print out a picture that represents your avatar(s) and add the details you most need to consider and keep it at your desk. An example would be printing a photo of a blonde woman in her 30’s with a kid and a laptop with the notes: 32, overwhelmed - feels ecstatic when she finds my program.
- Review your last week(s) of promotional social media posts, emails and sales efforts and cross-reference them with what keeps your avatar(s) up at night. Is this information helping them? Would they feel seen and heard by your strategy? Does it cut through the noise?
- Make adjustments to your messaging for the upcoming weeks keeping your avatar in mind and track your progress and return on investment.
If you’d like to work with a media strategist and communication expert whose work has been published in the USA Today Network among many other online blogs - check out my strategy sessions here. As a bonus for blog readers, I’m happy to include the exact metrics you need to include when creating your next social media ad.