So, we touched on this briefly in The Three M’s – Now for an explanation,
Who is your who? Your who is the person/people or business you are targeting with your marketing campaign. These are the people you’ve followed on Twitter, liked on Facebook, and connected with on Linkedin and done as much research as you possibly can to give you the best possible advantage to get them to buy from you, acquire their services, and bring them on board as a client. How do you identify who your who is? It’s not quite as simple as it seems, although you may have identified them, there is a process you need to go through, whether that be on your own, or with your marketing team. This process is called ‘building a customer avatar.’
So what is a customer avatar? A customer avatar is quite simply, your ideal customer, to identify them you need to follow these 9 tips:
- Identify what your product is
- Identify how your product can help
- Identify your place in the market
- Identify the age range of the customers you want to target
- Identify customers gender
- By viewing their social media feeds, Identify their interests
- Identify customers needs
- Identify customers fear
- Identify what keeps customer awake at night
So using My Finance Dept as an example, this is how we would build our customer avatar using these 9 tips –
- Identify what your product is – Bookkeeping and Accountancy online learning packages.
- Identify how your product can help – will help the customer to understand the basics of bookkeeping and accountancy to aid their personal development or their companies development.
- Identify your place in the market – Small business owners or bookkeepers looking to improve their knowledge and skills.
- Identify the age range of customers you want to target – with My Finance Dept we are looking to target people between the ages of 18 – 65 – very broad, however, this will target University Students, Small Business Owners, and Small Business Bookkeepers and Accountants.
- Identify customers Gender – Male and Female – product is not gender specific.
- Identify customers interests – factual, relevant, techy, educational – professional literature.
- Identify customers needs – to gain knowledge and confidence in their understanding of bookkeeping and accounting and business.
- Identify customers fears – change, failure, potential.
- Identify what keeps customer awake at night – cash flow, business accounts, future prospects -the unknown.
Hopefully using this example you’ll be able to build your customer avatar and push on with your marketing campaign!