Ok, so you have a target audience… or at least you should have created one after reading this blog post.
Well… you aren’t really done. Your target audience is only the first half of really understanding whom you are focusing your marketing efforts towards.
That’s where the client avatar comes in.
No, I’m talking about some blue giant from the movie, Avatar. I’m talking about… wait. I’m getting ahead of myself. This is the topic of today’s blog post. I’ve also created a customer profile template.
Consulting Client Avatar and Customer Profile Template
Before we dive into this blog post, let’s set the record straight…
What Is the Difference Between Target Audience and Avatar?
So it’s time to finally understand the difference between your Target Audience and your Avatar.
Well, you can’t just understand it. If you want your efforts to be effective you have to nail it. Otherwise you’ll waste time and money promoting and appealing to the wrong people.
Definition of Avatar
Let’s start with the definition by John Lee Dumas, Entrepreneur on Fire:
“For our purpose here and now, let’s define an avatar as a person (singular) who embodies your ideal audience member and/or customer. They are the person who you are creating your business, your content, your services and your products for.”
Another way to put it is that the avatar represents your IDEAL CUSTOMER.
Why Have An Avatar
So this is really where the difference between target audience and avatar become important: you can’t speak to an 21 year old woman the same way you talk to a 58 year old man.
They could both be in your target audience (mind you, if your target audience is that broad you probably need to revisit my blog post on target audience) but you can’t talk to both the same way.
By speaking I mean communicating. That includes verbal, written, images, branding… etc.
That’s where the avatar comes into play. An avatar represents your ideal customer. And when you create ANY content you are creating it to appeal to that avatar.
You can’t market to EVERYONE. You won’t be able to connect to them all. You definitely won’t connect to them all the same way (not everyone has a computer even in this day and age).
And you probably won’t even connect to 1 million people.
But if you can target 10,000 specific people… really connect with them… then you have a plan. You’ll really get to know their “hot buttons”, what they need… and what makes them spend their money.
Then you focus all your effort on them.
And that brings us to…
Create A Consulting Client Avatar
Since you should already have your target audience created, creating your client avatar is relatively easy.
It’s really narrowing your target audience down to ONE PERSON.
And that one person is representational of your very targeted target audience.
What Is Not An Avatar
“My avatar is anyone who likes X and wants to learn more about it.”
What Is an “OK” Avatar
“My avatar is 30-40 years old, works 40-hours a week, has a family with a couple kids. They are frustrated and are having trouble learning and implementing anything about X and need help.”
What Is a Really Good Avatar
“My avatar is 45 years old. His name is Scott, and is an engineer. He’s been wanting to become a consultant now for five years, but doesn’t know where to start. He really knows his stuff (has lots of experience) but feels overwhelmed about what to do next. Plus he’s afraid of taking that first big step and start looking for his first client.
“He’s been reading articles and watching videos on the topic during his lunch breaks, and knows that’s where he wants to go. He wants that freedom so that he can travel more, and finally be his own boss. Plus he knows that once he is a consultant, he can do it part time into his retirement years and be in control of his life.”
As you noticed, the really good avatar is very specific. It seems very real, and you can start to get into its head.
It’s Like Driving A Stake Into The Ground
As a consultant, you are making likes of decisions that will have an impact on your business. Deciding on your avatar is one of those key decisions.
Your decision will impact:
- The type of content you’ll create
- What the focus of your content will be
- How long your content will be
- When your content is published
- Where your content is published.
Really knowing your avatar will help you make your future decisions. And it will often make those decisions for you.
I get questions all the time like “should I use Instagram?”
My answer… “well it depends, who is your avatar?”
You see, Instagram typically appeals more to a younger demographic so if you want to promote to a 50year old avatar then you should probably focus more on Facebook (which typically has an older demographic).
Find Your Avatar
Now that you have your avatar defined, it’s time to actually go out and find where they’re “hiding out”.
Look for them:
- In online communities (Facebook, LinkedIn, Forums)
- At in person meet ups (meetup.com, conferences)
- Through your own networks (asking others if they know someone like your avatar)
Once you’ve found them, really talk to them. Invite them to sign up for a free 15-minute chat, and ask them:
- What are your biggest struggles?
- What are your dreams and aspirations?
- What don’t you like about your current situation?
Open-ended questions are best. These open-ended questions help you get to know your avatar intimately.
Once you understand your avatar you can start creating content that can truly help them.
Really pay attention to the words and phrases they use. These words or phrases can be used in your content to help relate better to your avatar.
Your Avatar May Evolve
Your avatar may change over time.
Just because you defined your perfect customer today doesn’t mean that you won’t change your offer, or find a better avatar as you get more experience.
Pay attention. Learn from who you do talk to and work with.
Your avatar will evolve as your consulting business does.
Customer Profile Template
To help you with the process of creating a consulting client avatar, I’ve created the following customer profile template. Click HERE to download your copy of the customer profile template.
Feel free to let me know how this template works for you and your business.
Final Thoughts About Your Consulting Client Avatar and Customer Profile Template
In this blog post I covered how to define your consulting client avatar to help grow your business. We also provided a customer profile template.
If you don’t do this exercise you may find yourself wasting your advertising time and money on people that aren’t your ideal audience. When you really know your target audience it helps you to keep the marketing message very clear and concise. You get better sales conversions. And you can even establish your entire brand around this target customer to really hone in your message.
If you need help in defining your target customer, running marketing campaigns like Facebook ads, or creating capture pages or lead magnets, then feel free to contact me and we can talk about the different consulting options we offer. Or use the link below to apply for your “results in advance” free consultation and let’s get started right away:
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