Every week Dani and I talk to business owners frustrated with their efforts to generate fresh leads for their businesses. They are literally scratching their heads wondering why they can’t attract people through their doors and most importantly visit their beautifully presented, well invested in business websites.
Let me tell you one of the ‘Biggest Mistakes’ business owners struggle with is to answer is this one simple question when asked
“Who is your ideal target audience?”
When you run a small business, whether it is online or offline, this is the typical question you are faced with when you begin to think about your marketing angle.
Knowing who your ideal customer is, also known as your customer or business avatar, this will make a huge difference in whether or not your business succeeds.
You need to know where to advertise, which type of marketing to use, what type of phrasing and words you should use in your marketing, and how to relate your products to your customer.
Finding out your customer’s biggest frustrations and PAIN point is a must when creating your marketing angle.
You’ve heard me say it before and I’ll say it again “When you can be the solution to others peoples problems you have yourself a business ‘.
This is where your avatar becomes extremely helpful, because you will be able to consolidate your answers to all these questions.
So you are probably thinking ……How do you create your Customer avatar?
That is an awesome question.
The first step is to take a look at your ideal client. You need to be able to identify your most profitable target audience
Next, take some time to completely answer the questions below.
1. What are their obstacles or problems keeping them from achieving success or reaching their goals? Answering this, will give you the information you need to know how you can help them. What can you do to help them succeed or reach their goals? What tools or resources can you give them to solve their problems and overcome their obstacles?
What is keeping your client up at night? What is constantly tugging at their mind? Understanding what is keeping them up at night will help you uncover where you can truly help them; which solutions you can give them to solve their problems.
2. Who do you like working with the most? If you currently have clients, determine which ones you enjoy working with the most? We all have those clients who we wish were not our clients at all.
If you do not have any clients yet which friends, colleagues, or family members would you enjoy working with the most?
3. Why do you like working with these people? Dig deep and honestly answer this question. Is it because they are willing to put forth the effort? Are they repeat customers? Do they use your products in their entirety?
What about their personalities? Are they easy going? Do they keep you on your toes? Are they straight forward and to the point, or do they need your help to get to the point? Are they eager to use what you offer?
These questions may seem tedious to answer, but answering them will help you begin to formulate how you are going to make what you have to offer seem appealing to them.
Having a deeper understanding of your customers will help you to keep your marketing from being generic; you can draw in the right type of clients that truly want what you offer.
Along with answering the questions above, your next step is to take the time to dig deeper into your customer’s behavior:
• Learn which key phrases or quotes they use to explain what their problems and struggles are that keep them up at night.
• Discover what experiences and expertise they have that can give you a starting point for helping them.
• Take a time to list what emotions they experience when they struggle and when they are not struggling.
• Learn what values they feel they have and they are looking for in a business that is helping them.
• Know which technologies they use and which you may need to teach them to use.
• What are their social and cultural environments like?
• List their demographics such as age, sex, marital status, family status, work status, and income levels.
• Depending on your business knowing their hair color, eye color, height, weight, or other physical traits may help as well.
You will be able to create ad campaigns that directly connect to the client you want your company to provide services to. Don’t worry though; narrowing your marketing will not keep you from attracting large numbers of clients. You will actually attract more of the ones who you enjoy working with and less of those you do not.
The more specific you get with your answers the more you will sell and the more money you will make.
You will find that all aspects of your marketing is easy to create. Knowing your ideal client will help you uncover their pain points. You will know where to find them, and you will know the best phrasing that connects with them.
You will feel much more confident in your ability to attract the right clients when you know exactly which words and tone to use, as well as which story you should be telling.
So this is my wrap:
1. Spend time to educate yourself on your ideal target market. Let the Market decide how you approach your business. I’m not saying spend months doing this by the way. Platforms such as Facebook groups, Niche blogs and Forums, YouTube, Hangouts are all places you can quite quickly educate yourself on your intended target market.
2. Dig deep to find out what is your ideal customers pain point. You then simply craft your marketing message to being the solution to their problem and you are on your way and most importantly deliver your message to your ideal target audience in a way that sells the END RESULT you can help them achieve.
Remember it’s not about what you do in business when marketing to your ideal client it’s all about the journey you can take your ideal client on.
That’s it till next time and always remember to “Enjoy the ride “