First of all, do you know what user personas AKA avatars are?
Well, as defined by dictionary.com, an avatar is:
But in terms of marketing, Forbes has explained an avatar as ‘a little fiction that helps us understand who our ideal customers are so can more easily find them.’
Essentially, they are imaginary individuals who represent who you have identified as being your target audience or ideal client.
When you create these personas, you have to indulge in a little bit of storytelling. Use your imagination by considering four key areas:
Demographics & Personality
Routine & Media Habits
- When are they busy?
- When are they online?
- What social platforms do they use and why?
- When do they use them and for how long?
- Favourite brands, entertainment, interests
- Job title, industry, company, seniority, career interests
Motivations or Objections & Pain Points
- Why would they use your products/services?
- Why WOULDN’T they?
- How are your products/services solving their problems?
One really useful exercise is to imagine a day in the life of… your ideal customer. What time do they get up, are their mornings rushed or relaxed? Do they work? What do they do? What do they have for lunch? What do they do after work? And so on.
I would recommend creating around 3 or 4 user personas, with differing needs and pain points (that are still consistent with your brand, message and service) but with some things in common, as it’s these commonalities that are the reason they are interested in you.
The next step is to write it all down.
Maybe you would like to create a template for each of the personas you create that you can refer to, you can even give them a name and use a stock image photo.
The beauty of this is that when you create your content for these personas, you ‘speak’ to them. The content that you create will feel like it’s talking directly to them and this will help you figure out what to say, where to say it and when.
This is all part of your marketing strategy, of which social media plays a big part, but isn’t the whole thing (it’s just worth remembering that).
However, your ideal customer and the personas you create can be used throughout your marketing to ensure that your message is being conveyed to them.
Have you created these for your business? Or could you do with a little strategic help?