Before you create any content to promote your business, you need to determine who your ideal client is and where to find them.
Yes, you can start creating content immediately but if you don’t take these steps to determine who is the perfect person to hear your message, you’ll be wasting precious time.
Your ideal audience is filled with people who need your message; people who are searching for a solution to their problems and will see you as their fearless leader who can help them.
If you just start posting your message on social media, it’s a hit or miss strategy – you might reach a few people in your target audience but generally speaking, you’ll miss your mark without doing some research first.
1. Picture your ideal client
You know your business better than anyone so you alone determine who you want to work with.
A lot of small business owners use broad demographics for the target customers. One I hear a lot is, “Women between the ages of 30 and 45.”
As you can see, this is extremely broad so this is the time to narrow down your ideal client demographics. Just as you narrowed down your coaching focus, so you narrow down your client base.
2. Create a detailed client avatar
Write down your ideal client’s characteristics and attributes – from their name to their education level to where they live – and give this avatar a name.
Think of it like creating a character in a book or movie. You want this person to feel as real to you as possible so you can picture exactly who you’re speaking to when you create social media posts, emails, livestreams, workshops, products, and more.
Giving this avatar a name makes the character come to life so you can focus on helping that person (and every other person with those characteristics).
Here are some things to consider when creating your ideal client avatar:
- Demographics: Gender expression and age are a start, but go further to consider their education level, marital status, parental or caregiver status, annual income, and neighbourhood they live in.
- Habits & Preferences: Make note of where your avatar likes to shop, who they follow online, who inspires them, and who they take advice from (famous or not). Also consider where they spend time online and what their tech comfort level is.
- Values & Goals: Consider what they value in life and what they're dreaming of (these can relate directly to your products or services, but they don't have to).
- Biggest Fears: Brainstorm what their biggest fear is as it relates to your products or services. What keeps them awake at night? And what's your solution to that problem?
This can feel like a lot, but taking the time to create a detailed client avatar can mean the difference between skyrocketing business and wondering where your next client will come from.
3. Find your audience
Finding your audience can be a little trickier than confirming their demographics, but it’s essential that you spend time where they do so this is a worthwhile exercise.
Start off looking on social media by searching keywords that describe your ideal audience or their likes/dislikes.
This may lead you to individual people or you may find groups related to those keywords. Investigate each online space carefully and send friend requests or ask to join groups if they seem relevant.
One important note: spamming groups or new friends will never grow your business, so always interact first and start growing a relationship before sending them links to your website or latest offer.
Never forget or give up on offline marketing. Search your local area for business networking groups, Chamber of Commerce events, community events, or local sponsorship opportunities.
Getting your name recognized as part of the community is just as important as having an online presence.
You never know who will need your services or when so don’t write off local networking opportunities.
4. Ask questions
Creating an ideal client avatar is an essential part of a successful business, but there’s no replacement for real connections with real people.
Book research calls with people in your network who fit your avatar and ask them about their needs, wants, fears, and goals.
Use your social media community and newsletter to set up polls and ask for responses.
Always be curious and learn as much as you can about your market. Markets will change and your ideal client may develop a new problem you can help solve.
Put it into practice
Now it’s time to create your customer avatar. It doesn’t have to be complicated, just grab a pen and paper (or open your favourite digital tool) and start writing down everything you know about your dream customer.
Once you’ve got that avatar in your hot little hand, check your business product ideas, content, and service delivery against it. What would your avatar think? Would that social post excite them? Would they happily hand over their cash for that solution to their problem? Would they sign up for that freebie because it interests them?
That’s the magic of a customer avatar.
