Who is your ideal customer? What is the likelihood that someone like me, who works with hundreds of businesses every year, would be able to get you an introduction to a potential ideal customer? Pretty likely, but only as long as I know who it is you are looking for.
It all starts with the concept of the “Marketing Avatar” – the first and most critical step in creating a marketing machine that brings in the right kind of leads into your business.
However, a lot of people feel like when they try and create this Marketing Avatar it feels a lot like the shadows on the wall of Plato’s Cave: it is an imperfect representation and they’re struggling to pin down this Avatar as a real target person that could actually exist.
Let me explain an exercise that has helped hundreds of businesses to concretise their Avatar from an ideal into a reality.
I have, in previous blog posts, explained why target markets don’t work and why you need a marketing avatar instead. I have also listed the 6 essential qualities that you should look out for in a marketing avatar, so I won’t explain those again.
Instead, I want to outline an exercise you can do that will help you apply the concept of the Marketing Avatar to reality.
And it’s a lot easier than you may think. It’s the Marketing Avatar Interview.
Marketing Avatar Interview Step 1
Extract a list of all your existing customers from whatever database or CRM (customer relationship management) solution you use. This may be past and present customers, but they must be people you would be able to contact.
Marketing Avatar Interview Step 2
Go through this list and choose the customers that you liked the most. As far as possible at this stage, avoid thinking about them in terms of the sales or money – just focus on whether they were someone you enjoyed spending time with or not.
Marketing Avatar Interview Step 3
Now with your list of favourite customers, get a bit more clinical. Rank them in terms of real value to your business. Look at the 6 essential qualities again and consider how much they match your ideal Avatar.
Marketing Avatar Interview Step 4
Now that you have one or two of your existing customers who quite closely match your ideal Marketing Avatar, you can get in touch to conduct an interview with them. You should ask them an extensive list of questions about who they are, what they like, and where they spend their time to build a solid profile about them.
And just like that, you have a detailed document about who your marketing Avatar is that is built on real knowledge of an actual ideal customer.
An example of how you can use this is to ensure that you when you set up a system to ask for referrals from your business partners and alliances with abundant contacts (such as, say, your business coach!) you are asking for the right kind of customer.
Generally, armed with your Marketing Avatar, you are now in a position to reassess your entire marketing strategy and sharpen your messages so everything you do is directed to the people who perfectly match your business.
Marketing processes getting you down?
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