The COST of not knowing who your Ideal Client is

Did you know that the average customer spends about 67% more in months 31-36 of their relationship with a business than they do in months 0-6. And then a repeat customer spends 33% more than a new customer.

Want to watch the video where I explain this? Click here So how valuable is it to you to retain your customers? And what would it cost you if you are not exactly CLEAR on WHO you customer is?

Getting new customers for your business can be a difficult and long process. And it can be costly if you are not sure about WHO your ideal customer even is.

The consequences of not having a clearly defined client avatar is far reaching. The biggest cost being your marketing. Because if you don’t know

Who you are targeting,

what need you are solving

and how you need to communicate with them,

then you are not going to get the right customers to work with you and this leads to a core marketing principle: you can’t be everything to everyone, so focus on those buyers who most need what you provide.

The website, for instance, defines a customer avatar as “a detailed profile of your ideal customer. It doesn’t make assumptions or categorize people into groups. The avatar focuses on one person and outlines everything about them. It goes into much greater depth than a regular marketing persona, providing marketers with many more targeting tools.” Imagine your ideal client avatar as an important character that drives your main business mission, likely your business will have a few key avatars representing different market segments. That way you can effectively personalize marketing messages. Knowing the different characters well, you are able to use different themes and calls to action for emails, blog content and social media ads for each avatar. You will also want to create personas that represent your buyers at different phases of the customer lifecycle or whenever you’re introducing a fresh offering. The bottom line is that an avatar should serve as the “test customer", so you can be sure that anything you create, from a simple blog post through to a full-on new product, resonates with your desired audience.

This way you can create stronger and more effective ad campaigns and use the right social platforms in order to reach your ideal customer and provide them with the best service and product that will satisfy their needs. Ok, so knowing all this, what are some of the most important questions, knowing your ideal customer avatar can answer: Where should you advertise to maximize exposure to your ideal customer? What types of advertisements typically affect your ideal customer? What vocabulary and tone should you use in your marketing efforts? What story should your marketing content be telling?

Let me know in the comments if you know exactly who YOUR IDEAL CLIENT AVATAR is yet? And if the answer if no, is it because your avatar isn’t clearly defined yet?

Now you know how much NOT knowing who your client avatar is can cost you, how do you plan out your Ideal Customer Avatar?

Step 1: Define the characteristics of your ideal client Job title / what do they do: Move past listing just a generic title and detail what your avatar does – and the decisions he or she influences at work. Demographics: Fills in the basic blanks to bring your avatar to life including age, gender, income level, education, marital status/family and where he or she lives and works. Psychographics: Get into your avatar’s “head” and habits by describing hobbies, values, attitudes and interests as well as pet peeves and what they DO NOT like. Goals, challenges and pain points: What is your avatar’s primary goals? What stands in the way of him or her accomplishing them? And what keeps your avatar up at night? What are their dreams and hopes for the future? Objections and role in the purchase process: Why wouldn’t your ideal customer buy from you? And how much power does that person have over the ultimate decision? Media Usage: Where does your avatar get his or her information? Favorite websites, books, news outlets, other programming? Where do they go to for new things, how do they search for products, how are they influenced? On which social platforms are they active? Step 2: Research your client avatar. Get involved in getting to know your client more. Join Facebook groups or other community platforms where they are, and ask questions, read comments, and get to know their buying habits and what makes motivates their buying decisions. You can also design questionnaires that your ideal clients can answer to get more data to work with. Step 3: Give this avatar a name, give them a picture and be well versed in all things they need. And then share with your team. For everything you now do, you need to make sure it fits the profile of your Avatar. The reality is that current stats show that more than 1 third of small businesses are currently non-operational from the past year. And from these, all of them didn’t have digital marketing and ways of working with their customers.

So if you want help with YOUR marketing, allow us to make sure your business doesn’t become part of that statistic.

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