If you don’t know where to start when it comes to posting on social media to promote your services or products, then you might need to take a closer look at your avatar/ your ideal customer.
So let’s start from the beginning, what is an avatar and why do you need one?
An avatar is simply a way of describing your target audience, or ideal consumer who is in need of your service or product. They are currently online looking for a way to fix a pain, problem or struggle that your product or service helps with. Knowing exactly who they are helps you speak directly to them so you can grab their attention!
Here’s the clincher… If you know exactly who they are, and what they need help with, then by posting content that helps them in that area, they will be interested in hearing what you have to say. Which means they are drawn to you, this is the heart of ‘attraction marketing’ and it’s relevant if you’re doing anything from network marketing to selling technology! It doesn’t have to be as detailed as ’45 year old females who live in kentucky and have an above average income… your goal through creating the avatar is to know what your avatar has trouble with ideally that links to your product; then help them with it.
Here’s an example: Let’s say you have a product that helps people with joint pain for instance. Perhaps there’s an average age that your product is best suited for, you’d use platforms that reach that typical age bracket, using language they would relate to (i.e. if it’s over 40’s, don’t use words like ‘hey man, check this out’!) Then post content that people with joint pain would be interested in, they will want to hear what you have to say!
So what content would you post – Well, what other things help people with joint pain? You might have research articles that show how walking over 6,000 steps a day also helps increase mobility for those with knee and joint pain. That would be of interest to your market, or perhaps you know that increasing the amount of water you drink also helps joint pain because our joints rely on fluid to work smoothly or other hints and tips… These are the sort of things that your market may benefit from knowing so this is the sort of content you should be sharing to attract your ideal audience. Will people who don’t have joint pain be drawn to you? probably not, but that’s ok?! You’re providing relevant information 90% of the time which creates trust, interest and conversation with people who also need your product. This gives you the best starting point to also introduce your product.
Just to clarify why you don’t want everyone to be drawn to you. Here’s another example… Teenagers typically don’t have joint pain, therefore they aren’t likely to be interested in your joint pain product. Why would you want to target your marketing towards them? It would mean your content wasn’t as relevant to your ‘real’ customers. So, by making your posts and information super relevant to your ideal customer, you get to be relevant and interesting to them most of the time. This increases how engaged they are and therefore how likely they are to enter the conversation and conversion stages with you. The flip side of that is if your content is only interesting 5% of the time, how engaged do you think your audience will be? Engagement leads to conversation and then conversion, whether you are converting over the phone, via messenger, email or through content marketing and webinars!
Stepping away from the ‘joint pain product’ example, let’s look at everyday posts and content. If you establish that your avatar (ideal client) needs a higher disposable income to purchase your luxury brand, then that might dictate the typical age, demographic, and things they are interested in. It’s a little like a jigsaw; 1) you have the pieces that include your product and what it can do. 2) The price can dictate the typical demographic. 3) the geographic locations it can be distributed to can establish where your ideal clients are. 4) The branding can help you work out the typical age of your avatar. 5) The problems that your product solves can help you work out your audiences pains and struggles so you know what else to talk to them about!
I’ve prepared a free download to help you work out how to narrow down your avatar so you can get really specific with your marketing and attract more clients and customers with a more laser focus!