In yesterday's post I discussed why it's important to know for whom you're doing all this (like creating blog posts, emails, Facebook posts).
Today, let's get specific on how you can identify your ideal client/ buyer persona/ avatar.
To make this easier, you can picture a real customer of yours who more or less resembles your ideal client in your head.
Now, most marketers would start with defining the demographics - like age, marital status, gender, eduction level. However, I believe that those don't matter that much anymore. Suppose you're selling a product for new moms. They could be 21 or 41, married or unmarried, not even necessarily female. However, they likely share common values around family.
That's why it's more important to capture the psychographics. Here are a few questions to help you do that:
- What are their hopes and dreams?
- What are their problems and challenges?
- What uncertainties are they struggling with?
- What are their values?
- What brands do they like and trust?
- Which influencers do they listen to?
- Where do they get their information from (websites, blogs, news, etc.)?
- Where do they shop?
- Where do they vacation?
- What are their hobbies?
- What brings them joy?
- What are they passionate about?
- What keeps them up at night?
Now, write it down! It doesn't have to be perfect, and you might make some assumptions. That's ok.
There are different options available to validate what you've just created. I'll discuss this next.