​​​​​​​Niching Down Your Target Audience and Defining Your Avatar

An avatar is the embodiment of a person or idea. In today’s digital world, an avatar specifically refers to a character that represents an online user.

For the purposes of market segmentation for a small business, for the online entrepreneur, or infopreneur, I will refer to an avatar, representing the ideal customer or member for your tribe (or community).

That’s right, one ideal member who embodies the general values, character and goals of your tribe is what we are looking for.  We are defining the perfect customer with which we do business and want to do business. Our product, services, programs, messaging, branding, and collaterals will be produced with this one specific person in mind. 

We have defined why audience matters we want to define our ideal customer’s demographics and motivations.  Aside from knowing who they are, we want specifics.  The Avatar Clarity Transformation Worksheet with provide 5 indispensable questions for you to get crystal clear.  It is designed to catalyze another level of insight to what they need that you can provide.

The following 5 steps answers the “how” you might go from a nebulous feeling of “I can help” to identifying the way in which you can help and best serve your avatar.

Step 1:  Identify the Problem

Step 2:  Articulate the Need

Step 3:  Recognize Frustrations

Step 4:  Share Tools & Resources

Step 5:  Discern Your Part

The reason we want to create a specific avatar to represent our ideal customer is to narrow down our message.  Speaking directly to this specific person, creates focused and cohesive programs that resonates with the exact persons with whom we want to interact. 

When your message or program resonates with your tribe, the right and perfect people are attracted and find you.  Within your tribe, your content is shareworthy , and they will engage (Engaged, Not Married:  Social Media and the New Norm of Conversation) and tell everyone about you.  Your tribe will value your service, program or product and they will “get” you, and value your expertise. 

These peeps, your peeps, will show up because what you say deeply resonates with them as a universal truth. These people, to whom your message speaks are the right and perfect Ones that are ready for what you do, for your expertise and they are out there now, seeking.

It will be a though you are in a room full of people, and what you say, write, teach and sell is exactly what they are seeking.

In a previous post, I introduced the idea of standing in the middle of a crowd of millions and shouting your message.  It doesn’t work well.  Niching down enables you to pare the crowd down to those who really want to hear your message.

You will attract the people you want to work with and those people want to work with you. You may have to get used to hearing things like, “Yes, this is right – this feels right!” with full authenticity because they resonate with your energy, and who you are. Let’s do this!

Niche-Down-to-Your-Idea-Client

5 Indespinsible Questions

To Define Your Ideal Client & Transform Your Business

Why Audience Matters: Focus Results in a Stronger Brand Them

Women in business-ideal-client- why-audience-matters

It is important to accurately define your ideal customer before solidifying your brand identity, before developing content and most definitely before making marketing plans

To build a thriving online business, you must know who you are serving.

Especially in today’s competitive digital marketplace, there is no room for empty banter, and not enough resources to market to everyone in the world.  Your target customer, aka avatar, or persona is the person to whom you are speaking directly.  This person is the embodiment of your tribe.

Creating any kind of business planning, be it branding (Link:  What is a Brand and How Can Branding Help Me?), content (Link: Content Strategy: Content is the Soul of Small Business) or marketing strategy without a clear sense of who you are trying to reach is like being in a crowd of millions and shouting your message hoping the right people will hear and take-action.

 

Branding, marketing and ideal customer are interrelated.  Identifying your ideal client will help craft your product and/or service to meet their needs.  You must structure your branding and message as if you are speaking directly to them.  Only in knowing who they are can you truly serve them.

Definition, Demographics and Motivation

Take the time to consciously describe and define, in as much detail as possible, who your ideal customer may be.  Both objective and subjective information, as both are necessary to gain insightful understanding of desires, wants and needs.

Two types of information are essential for developing your customer profile. First, demographic information will help you identify your core audience, the type of person who will potentially buy your products and services. Demographics to include are the following: age, gender, residence, income, marital status, children, lifestyle, roles, etc.

Psychographic information takes you one step further and provide insight behind the motivations of why your potential client will need your products, program, or services. Be sure to include non-tangibles like motivations, interests, hobbies, etc. Identifying non-tangibles creates a deeper profile of your ideal customer’s psychology, interests, hobbies, values, attitudes behaviors, lifestyle, and more.  Don’t over analyze or be too general, simply choose details that may fit your ideal customer.

Another reason why you might be willing to painstakingly understand and intimately know your ideal customer’s profile is so that you will know where to find them.  Deeper questions to consider are the following:

·      Who do they go to as a resource of guide? 

·      Whom does your avatar see as an authority, or influencer?

·      Which websites or e-zines do they frequent? 

·      What social networks are they on? 

·      Are they constantly refreshing email or checking apps on their mobile device? 

·      Do they pick up the phone every single time it rings no matter how inconvenient? 

·      Do they let it go to voicemail, regardless of who it might be? 

Your insight about the details of your ideal customer, along with an accurate understanding of where you might find them online, or how they use technology will inform the delivery of your message.

Once you compose some clarity about your ideal customer, you can then narrow your focus and prioritize your efforts.  With this invaluable knowledge, you can concentrate on designing a program and/or crafting a message that will resonate with your target audience, all the while delivering on your brand promise while serving, sourcing and engaging with your brilliant new tribe.

Ideal Client Transformation

5 Indespensible Questions to Get Crystal Clear