Marketing, without a clear Ideal Client in mind, is gambling with your business’ success. Crafting a message and image without a plan, is just hoping something sticks. But you don’t have anything researchable, or measurable, to work with. That means you can’t determine if you’re on the right track or making targeted improvements.
Instead, you’re tying one hand behind your back, and shooting for success while blindfolded… how confident do you feel about your chances?
Gambling can be a fun past-time, but it’s not a business strategy. So, before crafting your marketing strategy, developing your Ideal Client Avatar (ICA) is a good place to start.
What is an Ideal Client Avatar & How Do I Make One?
An Ideal Client Avatar is a profile of, you guessed it, your Ideal Client! We’re creating a summary of the person you want to sell to (and who will buy your service or product)!
Here are some questions to start asking as you develop your Avatar:
Who will have the most interest in buying what you’re selling?
What do they want?
What do they fear?
And, what problem do they have that you can solve?
What’s the biggest value or benefit they will get from working with you?
Are you starting to craft an image in your mind? Great! Now it’s time to go deeper. Grab a sheet of paper and get drawing! Create an image of your ideal client, be as simple or fancy as you like (stick figures are fine). Give your Ideal Client Avatar a name and age demographic. Assign a gender identity as appropriate. Other details which may, or may not, be appropriate to add are religious affiliation, cultural orientation, ethnicity, or sexual orientation.
Now, write their life details. How much do they make? Where do they live? What do they do in their spare time (for example, what social media platforms do they spend the most time on)? What are their three biggest fears, and their three biggest goals?
Combine that Ideal Client Avatar with the info you wrote down in the first part and see if the details match up. You may also find this free template helpful. If they don’t, we need to fine-tune some things to make it all align. We want someone to focus our marketing efforts on.
I Have an ICA, Now What?
Congratulations! You’ve made a huge step towards creating a strategic marketing plan because now you know who you’re targeting! Now you have a “person” you can research so you can craft a message that speaks to them in their own words!
Now that you know who you want to sell to, you can learn more about them and apply that to your business’ marketing strategy.
What words do they use when they’re looking for the solution you are offering? We’ll want to use those words when we sell.
Do they value economy or prestige? That will partially determine how you price your products.
What social media platforms do they use most, and for what purpose? That will influence where and how you want to advertise.
And, all that information is easily researched and uncovered, once you’ve chosen and developed your Ideal Client Avatar. Now you have direction, purpose, and you can craft a real plan for your marketing success.
Who is your Ideal Client? How does what you offer give them value? Tell us in the comments!