In this blog we are going deep into working out who you should be marketing to, and creating your Ideal Client Avatars.
I have had a few conversations with seasoned business owners in recent weeks and I really feel I need to start a marketing revolution and go back to some basics.
If your marketing isn’t working, then there could be a million things as to why.
BUT – it could also be that your marketing basics are no longer right!
People change.
So, it makes sense that your ideal client/customer does too.
And if you haven’t adjusted your marketing to match them – that could be exactly where you are going wrong – AT THE BEGINNING.
That is why in this blog we are heading back to the basics to find out your ideal client or customer!
We will be helping you to answer the following question:
Who is your who?
I have a few podcast episodes on this question already (head back to episode 25 – www.socialmediaandmarketing.com.au/25 or to episode 114 – www.socialmediaandmarketing.com.au/114 to have a listen, it is definitely worthwhile!)
In this next section I will be guiding you through a few avatars and show how marketing changes according to them.
Hopefully you will see your ideal client (or bits of) in them, so make sure you jot down some notes about where you should and should NOT be marketing to these people.
First up – let me introduce you to Benny Ben!
Benny is
- 25, new to this small business but already a serial entrepreneur
- Single, income in high 5 figures
- Graduated with double degree from Melbourne university
- Gen Z
- Wants to make $$ but also an impact on the world
- Busy guy with a great social life
- Embraces all sorts of new tech – loves having the latest gadgets
- Loves the outdoors and adventure
Given all this information – where would you market to Benny Boy?
- The latest social media platforms – e.g./ TikTok
- SMS marketing
- Quora
- Paid digital marketing such as Facebook/Instagram ads
- Google Ads
- Google (organic)
- Networking events
Where wouldn’t you market to Benny boy?
- Radio
- Spotify
- Instagram Reels – dancing and singing
- Print media
Obviously, I am assuming A LOT about Benny Boy.
BUT that’s kind of the point – you need to make assumptions about your ideal (fictional) avatar. Say it with me: test, measure, fix, polish, repeat!
Is your ideal client Benny Boy, or similar? If yes, are you marketing to him in the right places?
OK, next we have Mary Contrary.
- Loves social media – follows loads of influencers
- Works part-time and runs a side hustle from home
- Has 2 children
- Her partner is more the ‘bread’ winner
- Millennial – and ready to change the world
- Fit, healthy and values both
- Always busy doing something and always has her phone nearby
So where would you market to Mary Contrary?
- TikTok
- Instagram – everywhere – Reels, Stories, Lives
- Facebook groups
- Quora
- Paid digital marketing such as Facebook/Instagram ads
- Google Ads
- Google (organic)
- Networking events
- Online blogs/magazines
And where won’t you market to Mary Contrary?
- Radio
- Spotify
- Print media – except perhaps fitness magazines
Is your ideal client Mary Contrary, or similar? If yes, are you marketing to her in the right places?
Ok, lastly let me introduce you to Eddie not Ready – I have to say, I love Eddie Not Ready!
So, here’s what you need to know about Eddie not Ready
- Hates technology – would rather never own a smartphone
- Prides himself on not have any social media profiles and spending local at least 96% of the time – hates online shopping
- Gen X, Dad of 4
- Been a loyal employee to the same company for 24 years
- Plays local sport, belongs to Lions Club and enjoys spending Sunday catching up on the news
He’s a bit different to market to yes?
So where would you market to him?
- Local Radio
- Newspapers
- Email marketing
- Community Boards
- Shop windows – flyers
- Print catalogues
- Paid Digital – targeting Messenger (his family makes him have messenger)
- Print Media
- Spotify (he’s too tight to buy premium!)
Where would you NOT market to Eddy not Ready?
- Social Media
- Google shopping
For some of you, if you have Eddie not Ready as your ideal client (or a version of him) I may have just poked a whole in your entire marketing strategy! It’s not social media and no google shopping! I know right – like what the actual?
But so many small businesses are just doing social media – that’s pretty much ALL their marketing plan has in it!
They are pretty much saying ‘I don’t really care who my ideal client is. Social media is free and it’s what everyone else seems to be doing, so I am doing it anyway. Even if my client/customer might not be on the platform’.
Seems rather ridiculous, doesn’t it?
In summary, the exercise today is to think WHO is your WHO and where do they hang out – and are you marketing to them on that platform?
It is super important to get the basics correct as you can see. So please section out 15 minutes or so this week to take a deep dive on who your who is! If you need help here’s a link to my workbook on Ideal Clients – https://bit.ly/ICAJenn (no opt in needed to get it!)
And before I sign off, I wanted to let you know that my 30 Day Marketing Challenge is opening up for the first time in 2023 super soon. If you’re interested at all – then join the wait list here https://bit.ly/ChallengeWaitList2023 – because those on the wait list will get first option to join the challenge. Just a heads up though – it’s not going to be free – so you have to be willing to invest some $$$ to join – it’s will be super cheap – but not FREE just in case that makes a difference. That link again was https://bit.ly/ChallengeWaitList2023
Got questions or thoughts about this blog post? Get in touch – head to my Facebook group – Like Minded Business Owners or email me at jenn@jenndonovan.com.au.
As always, if you want to chat about your business marketing, goals, planning or direction, book a discovery call with me http://bit.ly/Discoverwithjenn and let’s do that together.
And we can always hang out and get social on social – you’ll find me on Instagram, Facebook and my fave LinkedIn.
CONTACT JENN:
Don’t forget, you can book a free discovery call with me to talk about how I can help your nail your business goals, planning, strategy and marketing! Simply click the link and grab a spot!
My Like Minded Business Owners Facebook group is also a great community to join – full of awesome people in small business!
Or you can DM me on Instagram or send me an email jenn@jenndonovan.com.au
I wish to acknowledge the Traditional Custodians of the land, the Yorta Yorta People, on which I conduct my business today and pay my respects to their Elders past and present. I extend that respect to Aboriginal and Torres Strait Islander peoples reading this blog post today.
About the Author:
Jenn Donovan of Social Media & Marketing Australia. Jenn’s an expert marketing coach and mentor from rural NSW. She is all about empowering business owners to earn what they’re worth so they can make a bigger difference in the world. The Founder of Buy From a Bush Business, Co-Founder of Spend With Us – Buy From a Bush Business Marketplace and host of the very popular podcasts Small Business Made Simple and Stories from the Bush. Jenn is all about community and humans interacting with humans! H2H Marketing – human to human marketing. Jenn talks the talk but importantly walks the walk! Jenn’s online community is over 320,000 with her famous Facebook Group currently at almost 370,000 members and still growing every day. She’s the mayor of her own little online city!
Get in touch – www.socialmediaandmarketing.com.au
On Instagram – @jenndonovan_
On Facebook – Jenn Donovan
Or on LinkedIn as Jenn Donovan
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