So you’ve got a product you’re passionate about and your marketing campaign seems flawless.
With too much focus on what you’re selling, you may have lost sight of who you’re selling to. The result? A campaign that doesn’t speak to your customer, and therefore doesn’t sell to your customer!
Without fully understanding and catering to your avatar, you are sinking your campaigns before they even launch. Now more than ever, business is PERSONAL, with emotions and feelings guiding most consumer behavior. People will choose your business based on the level of trust they feel with your brand. Don’t underestimate the power that a great connection will have on your sales figures!
Enter the importance of knowing your avatar!
Your brand is strong and your product is awesome – so how do you identify your ideal avatar?
We’ve put together a few easy steps you can take to truly understanding your target audience (and steering your campaigns into their world!)
Step 1: Goals and Values
Take some time to really unwrap your avatar’s inner workings. What do they believe? What do they want out of life? Understanding what drives your avatar into making their decisions can allow you to build a marketing campaign that will influence them on a deeper level.
If your avatar is driven by personal improvement and self-care, tailor your campaigns towards reaching their goals.
Make them believe that through choosing YOU, they are choosing THEM.
This is the time to form those relationships with your target consumers and create a level of trust; which can only be gained by reaching their inner essence!
Step 2: Sources of Information
To really get a grip on influencing your ideal avatar, you need to uncover what other sources are influencing them in their daily life. Where do they get their information? If they are avid social media users – you need to be selling on those platforms! Does your avatar turn to YouTube tutorials for their every need? You need to be utilizing YouTube Ads! Is your avatar a keen TikToker? Get yourself a TikTok account and build a solid, trustworthy platform which you can use to reach them! Get inside their world and put yourself in the best position to truly influence their decisions.
To understand your avatar even more, we also suggest thinking about what material they enjoy to consume. What books do they like to read? What blogs do they follow? What gurus do they idealize? By doing this you are more capable of designing ads that truly speak to your avatar. It can help you to manifest your campaign into the right places and ensure your customer is viewing it!
Step 3: Challenges
The next step is to think about the challenges that your avatar might face in their everyday lives.
If you know their problems, you can solve their problems.
Understanding your avatar’s pain points can help you speak to them on a deeper level. Form a relatability with them that can compel them to take action. If you reference their commonly-faced problems in an advertising campaign, they will instantly pay attention. Instantly feel heard and feel a sense of relatability to your brand.
For example, if your avatar often feels stuck in their typical 9-5, use your advertising campaign as a way to invite them to take action! Show them that by choosing YOU they are taking a leap of faith and doing something exciting for a change!
Whatever their challenges may be, unearth them, understand them and USE them to show your avatar that by choosing you, their problems will go away!
Step 4: Objections
Lastly, what could be your avatar’s objections to choosing you? As confident as you may be in your brand or product, you have to consider the possibility that your avatar may simply not want to choose you. And that’s fine! But by understanding possible reasonings for this, you may discover ways you can adapt and change your campaigns to make you more appealing!
Think about the process they take when deciding to buy from a brand. Do they simply click and purchase? Or do they take a few days to debate their decision. If they prefer to find quick solutions to their problems, you need to ensure your campaigns are captivating and engaging to promote that quick click!
If it’s the latter, you need to find ways to drive them down the funnel. Maintain a level of communication with them to ensure they don’t forget about you! Focus on building those relationships and trust levels so they can see that you are the right choice.
Also consider that your avatar might not be the main decision maker and think about how you can adapt your campaign to reach those key people! Encourage a conversation! Ask questions that make your consumers think so they are more likely to talk about you with their colleagues (and hopefully those decision-makers!)
By following our quick steps you can begin to fully understand your avatar and create more seamless, relatable marketing campaigns that actually speak to your ideal customer.
Generating more traffic and ultimately, more sales!
If you would like to hear more tips on how to refine your Google ad campaigns or tailor them to your ideal consumer, contact us right here on our website! We would love to hear from you and help you truly uncover the inner workings of your avatar!