Building a Client Avatar
Are you an entrepreneur, starting your new business or brand, and feel like you aren’t sure where to start? Do you feel like you have value to share but don’t know who your ideal audience is, or what type of content they consume? Maybe you love the idea of blogging but are not sure how to write in a way that converts to sales.
One of the most important principles in marketing these days is having a clear vision of who your ideal client is. Identifying and letting go of the thought that I needed to be everyone’s photographer was the most liberating and rewarding moment in my business. I had spent years trying to be everything for everyone and it got me nowhere. Once I was able to let that go I saw an abundance of new business come in and every single person was remarkably my ideal client.
So what is an ideal client for your business?
This is your client avatar. This is the person you will be directing all of your content to. When creating something for your social media, simply think to yourself, “Would (insert your client avatar here) like this?” If they would, go ahead and post it! If not, maybe consider why not and readjust it to fit that individual’s preference.
This works for all platforms. Do you want to write Instagram posts in a way that represents your brand, but still promotes business growth? Maybe you need to structure your email campaign writing to make sure your future clients open that email from you and click through the prompts. Do you want to show your audience value by giving advice & knowledge through blogs?
On every platform, having a specific person to write to will make sure you are doing the following:
Connecting with your target market.
Is your target audience a 30-year-old woman who loves coffee? There you go, you already have 3 details for your client avatar. Every time you write, think about what that person would like to consume in regard to your content. The more you connect with them, the more it will convert to business growth.
Stay consistent with your marketing.
Consistency is key. The last thing you want is to be writing for just anyone and everyone, showing you don’t have a fully clear message or brand identity. This client avatar exercise will guarantee you are structuring your content consistently throughout all your marketing efforts.
Make it easier for you to write!
This will already give you a head start on all of your content writing. It doesn’t matter if you write about a large variety of topics each week. You will be able to nail down who you are writing for, which gives you a lead on getting started, each time.
How do you go about making up a client avatar for your brand?
This made-up person is someone you will name and give life to. They are the absolute ideal client for your business and you want to get as specific about who they are as possible. This person invests in your business & engages often. You could say they’re your number one fan.
By creating this person, you will have someone to direct all your marketing and content to specifically. It makes it easier to write organically and streamline your messaging, so you don’t get lost in all the noise. Here are some things to ask yourself when thinking about your client avatar:
What is their name?
How old are they?
What are their pronouns?
Where did they go to school?
What did they study?
What’s their relationship status?
What level of education did they finish?
What do they believe in?
What are their values?
What do they do for fun? Any hobbies?
Which social platforms do they use the most online?
Do they work? If so, which type of job do they have? If not, how do they fill their days?
Are they extroverted or introverted?
You get the point right? Niching down is the buzzword of 2021, and one I can get behind. You can still sell your products to anyone, but if you want to attract more of your ideal clients who value you and want the services you offer, you need to start speaking directly to them.
This can be done for absolutely any type of business. Are you a dentist? Amazing. Who is your ideal patient? Do you own a coffee shop, and have a certain customer that comes in daily? What are they like? Do you have an online business and want to target a specific audience? Find out who it is, and write down everything about them.
I promise, the more you practice this, the more your write to a specific audience on a consistent basis, the more that type of clients will continue to invest in you and your business, and the easier you will find growing your business through social media marketing can be.
Try it out. Next time you have a free hour at the end of the day, during a break or when you have some time to yourself (although it’s hard for us entrepreneurs!), take some time, write this down in a Google Drive, the note app on your phone, your physical notebook or planner, or wherever you will see this daily.
Every time you go to write, have that with you to refer to. Use this as a strategy & a tool to make sure your target audience is getting exactly what you are trying to convey.
After awhile, you will know your client avatar so well that it will just come naturally to you. You will write to them as if you know them closely & your business will thank you for it.