I have a friend whose hard-working, doesn’t-participate-in-social-media-at-all, husband is always on top of the latest celebrity gossip. This man spends most of his day outside performing a physically demanding job. They don’t have cable TV. He doesn’t use email, let alone Twitter, so how is it he always knows the latest celebrity gossip, what state the Kardashians are in, and what movies are shoe-ins for the Oscars, at any given minute?
Funny enough, all of his information comes from what he reads on the covers of the tabloids when he’s waiting in line at the grocery store.
My friend is a busy working mom who keeps an eye on trending topics via Twitter and Facebook. And if something catches her eye, she’ll take note, but tends to only see what’s delivered to her via her organized Twitter and Facebook lists. (Besides, if there’s anything else she needs to know, her husband fills her in.)
This married couple is the perfect example, and reminder, of how each of us has a preference for the type of media we absorb, and the way we choose to receive it.
As a business owner, it’s easy to develop tunnel vision when it comes to marketing. Sometimes we only think to market in the places we spend time, via the mediums with which we’re familiar, forgetting that members of our target audience don’t necessarily have the same habits we do.
You must get to know who you’re selling to, so you know exactly how and where to reach them.
Creating Client Avatars.
Do you have a client avatar? If so, congratulations! You can skip the rest of this article 😉 If not, this is something you should start developing today.
Simply put, client avatars are detailed descriptions of your ideal clients or customers. You can take this as far as you like … searching for stock images to show you what they might look like, what they wear, what their house looks like, what kind of vehicle they drive … or do they take public transit? What are their hobbies? What interests them? What do they care strongly about? Do they go to the movies? Do they dine in or eat out? What are their problems and how can you make those problems go away? What are their goals and dreams? What have they tried in the past that didn’t work for them? How much money do they make? Do they have children? Are they married? Do they have pets? Do they like to travel, or are they homebodies who prefer to watch their pennies? Depending on the types of products or services you sell, you may have multiple client avatars.Do you know the who, what and where regarding your ideal client?Click To Tweet
Once you’ve created an avatar, keep that person in the front of your mind. Give him/her a name and really get to know them. This is how you’ll start understanding if they listen to podcasts (if so, you should be podcasting!), or if they’re obsessed with Instagram stories. If they pay attention to Facebook ads, or if they don’t even bother with Facebook because LinkedIn is their primary social media platform.
Get the picture?
If your ideal client is ignoring Twitter to get their news at the check out stand, how are you going to get their attention? The first step is knowing the habits of your client. Create your client avatar and get to know who it is you’re actually marketing to!
Have you created client avatars for your ideal clients and customers?
Also published on Medium.