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Define your niche
The focus of part two in this series is how to define your niche. In part one, (find it here) we discussed why you should use the niche marketing strategy in your business. Thinking that the whole world is your customer is a recipe for disaster when it comes successfully marketing through blogging and social media. Many direct sellers and small businesses start out thinking that everyone is a potential customer, and maybe they are, but having too wide of a focus can make your marketing efforts fall flat. By focusing on a particular sector of the market you can create a strong brand and become the ‘go to' expert in your field. Today we are going to focus on creating your customer ‘Avatar' and I'm not talking about the blue people from the movie either (just sayin'). Without having a customer avatar or a target market you will be throwing content out there and hoping it sticks – we want to focus and to create material that attracts our ideal client.Thinking that the whole world is your customer is a recipe for disaster. Click To Tweet
Your Customer Avatar
A customer avatar is a fictitious character that represents your ideal customer. This character is a mash-up of key characteristics of your target market. It includes demographic and psychographic information that you use to speak to them which makes it feel as though you’ve almost read their mind when they are looking at your content.
By creating a customer avatar, you’ll be able to determine exactly who you want to attract. You’ll also know what motivates them, what they’re passionate about, and the most effective way to connect with them. Just as a side note don't be surprised if the first avatar you create sounds a whole lot like you! This is a good thing – because chances are the people you will enjoy most working with will be people who are similar to you.
The key is to be detailed and specific.
Check out these comparisons:
This avatar is way too broad:
My avatar is anyone who wants to lose weight.
This avatar is getting there, but still too brief:
My avatar is 40-50 years of age, is married with two kids, works long hours and wants to lose a few pounds.
This avatar hits the mark:
My avatar is 45 years old. His name is John. He works 50 hours a week as a high-level business executive and enjoys the feeling of personal significance his corporate career gives him. It’s important for him to be able to provide the finer things in life for his wife and two young children, as well as for himself. He has a Type A personality – very organised and competitive. He is time-poor and seeks fast and efficient solutions in everything he does. He enjoys playing golf on the weekend but is frustrated by the extra weight he's carrying and how it makes getting through 18 holes really tiring. Deep down he feels it makes him look foolish, which he absolutely hates. He really wants to impress his friends and business partners with his skills and energy on the golf course.
See what I’m getting at? When you look at your avatar you want to feel like you really know them and what makes them tick!
Here’s the thing. You can never have too much information about your target market. How much money they make, where they live, what age they are, what kind of cars they drive, their political views, what kind of health they are in, how they make a living…. you can go on and on.
You might dismiss some information as irrelevant. You are probably thinking, ‘I sell makeup. What does it matter what my customers’ political views are?’ The reason is this:
People are bombarded all day long with marketing hype and they are sick and tired of it. To really connect with your ideal customers, you need to have a real life human conversation with them that they can relate and identify with. The bonus is….
When you have created your customer avatar, you will know:
- Where you should focus your efforts to maximise exposure (which social media platforms, blogging, or paid advertising)
- What language to use to sound like a trusted friend.
- How to easily dissolve their buying objections.
- What products and services to focus on from what you have to offer.
How to create a customer avatar (in 3 steps):
Step 1. Get to know your target market.
You don't just want to randomly conjure up your avatar out fo thin air – you want to use some cold hard facts. The fact is your business exists to serve an audience. You need to figure out what that audience needs and work your business around that. So it’s time to forget what you think you know, and start listening to who your ideal clients really are.
Here is a run-down of some of the information you need to gather (don't be scared of the fancy words):
Demographics (yep we are talking statistics) for example:
- Age range
- Job titles
- Marital status
Psychographics (opinions, lifestyle, and values):
- What are their biggest challenges?
- What are the defining characteristics of their personality?
- What’s stopping them from solving their problem?
- Where do they get their trusted information?
- What worries and fears keep them up at night?
- What would their ‘perfect solution’ look like?
- What do they value most in life? (social status, health, personal growth, family, etc)
- What do they enjoy doing in their spare time (hobbies and activities)?
- What do they secretly want more than anything else?
These are just some basic examples if you want to dig in deeper why not download my workbook and work step by step to create your ideal customer avatar.