Remember that movie, Avatar, with all of the blue people? Yeah, that was a pretty great movie. But that isn’t the kind of avatar we’re talking about. We’re talking about client avatars! If you’re wondering what a client avatar is, it’s what you consider to be your “ideal client.” You’ve probably been shaping a lot of your business efforts towards catering to your client avatar without really knowing it.
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Here’s a definition from Laura Kinoshita:
“A customer avatar is a fictional character that represents your ideal prospect… Your customer avatar will help you fine tune your marketing efforts and help you understand why some products sell better than others. It also helps expose important gaps or conflicts in your marketing messages of which you may be unaware…”
And no, this isn’t to say that what you’ve been doing is bad or needs to be flipped on its head. Rather, creating a client avatar is an effective, transformative way to expand your marketing efforts to reach your ideal clientele.
There are two sections that you’ll need to walk your entire team through in order to create your client avatar.
Who is your perfect client?
What are you trying to get them to do?
You can only answer this question if your business have a goal in mind, like selling clothes or offering legal services. Either way, you’ll want to see conversions, sales, and returns on investments. Knowing what YOU want THEM to do will help you create the process in order to reach your business objectives.
Where is your ideal client located?
Depending on what you sell or the services you offer, you’ll need to know where (like actually, what locations) you should be focusing on. Consider the following when building your client avatar…
When will you begin to make the necessary charges in your process to reach your client avatar?
As we mentioned previously, the sooner the better. However, if you’re a business that provides HVAC services, you might want to wait until the spring or fall to start marketing towards your potential clients, as they will need to have their HVAC units serviced or installed to prepare for the upcoming seasons.
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