by Rachel Fiend
A vital part of a business strategy for a company or a solopreneur is to define your target audience and speak to them in all of your brand marketing and communications. Simply put, who is your ideal client? Successful brands communicate with their ideal clients in ways that resonate with their clients.
It is critically important for companies to identify their target audience before they develop a marketing strategy because that will help you to deploy your limited resources (time & money) more efficiently. One way to do this is to create brand avatars for your company: specific people who are not only interested in your product or service, but also who are most likely to buy it.
Many companies have multiple Avatars which enable them to reach different types of potential clients. I recommend creating 3-5 personas to fully represent your audience.
Let’s describe who you are targeting.
The 1st step in developing your Avatar is to give each Avatar a name.
2nd - Define Specific Demographics for Your Avatar:
3rd - Define Specific Psychographics of Your Avatar:
Psychographics are more personal characteristics of a person, including: personality, attitudes, values, interests or hobbies, lifestyles, behaviors.
4th – What is their Fitness Profile:
5th – What is their Healthy Living Routine:
6th - Consider your Avatar’s specific needs and how your product or service addresses them:
Finally - Identify where your Avatars obtain their news & information.
Answering these questions will help you determine where you should focus your marketing efforts and specific channels you should invest in
Marketing to your avatars
Once you have identified each of your Avatars, you want to remember them whenever you make decisions, ranging from small decisions (what colors to use in your logo) to bigger decisions (in what neighborhood should you open your studio)? The result will be an alignment between your brand and your target audience that will make them more receptive to learning how your company’s products and services can enhance their lives.
Now that you have the attention of your target audience, it’s time to enroll them into your Sales & Marketing Funnel. Stay tuned for my next article that will discuss Sales & Marketing Funnels.
To learn the fundamentals of branding, see my Branding 101 article.