Identifying your target audience is absolutely essential to the success of your business, because these are the people who’re looking for a solution to a problem. And your product or service is that solution.

However, before you know where to find and market to them, you need to first define who is your target audience and create an avatar, aka customer avatar, buyer person, marketing persona and target market. Let’s do that, but first, here’s Einstein Marketer’s definition of what a customer avatar is:

“A detailed profile of your ideal customer. It doesn’t make assumptions or categorize people into groups. The avatar focuses on one person and outlines everything about them. It goes into much greater depth than a regular marketing persona, providing marketers with many more targeting tools.”

Creating Your Avatar

First, an avatar is fictional. You’re essentially creating your ‘ideal customer.’ Someone you feel aligned to work with. That out of the way, start with…

Who is your target customer?

List her values, dreams, goals, interests, present mindset, family, marital status, children, profession, income level, assets … as much information as possible. Feel free to give your avatar a name and age.

What problem(s) does she want to solve?

For example, what pain is she feeling, or what problem does she need solving? Let’s say you’re in the weight loss market. Your target customer is Olivia, a 30-year-old woman, married with two children and works in the real estate business. She has tried everything to lose 25 pounds that she gained since having her kids but, has been unsuccessful.

They’re varying ways that you can find out this information. Here’re three.

 Conduct a survey – SurveyMonkey is a great tool for this, so is Google Forms.

Ask – Ask your subscribers if you have an email list, and your social groups. In addition, if you have a Facebook Group, start a poll.

Keywords Research – Do keyword research and use a mix of longtail keywords (a phrase that’s generally 3 to 5 words) and shorttail keywords (1 or 2 words).

Where does she want to be?

For example, what goal does she have, or what outcome is she looking for? Maybe Olivia wants to feel like she did before she got married and had kids – toned and fit. She also wants to look and feel amazing whether in her business attire, when she’s out and about with her family or running errands.

Why does she want to get back to that state?

For example, what are the underlying issues Olivia really want to resolve?

Is she worried that her husband is losing interest in her? Is she tired of feeling tired and unattractive? Then there’s her mum, who’s obese. Is Olivia secretly terrified she’s going to continue to pack on the pounds like her and pretty soon tip the scales at 200+ pounds and develop the same type of health problems her mum suffers from?

What Product Service Can You Offer?

Once you know exactly who your ideal customer is, you’ll be able to tailor your product/service specifically to her. Is it a product? A service? You want to offer something that will enable Olivia– a busy mom, career woman and wife – to lose weight and get to her desired weight.

It should not be time-consuming or complicated, because she doesn’t have the time to do an hour workout, or, spend 2-hours in the kitchen prepping special meals.

Now, you may question why you should narrow your market. “Shouldn’t I target everyone who want to lose weight, or at least all women, or…”

No.

A common concern for many when starting a business is not understanding why they need to be specific about their ideal customer.

They’re of the opinion that they’ll miss out on business and should go broad. The opposite is often true. Yes, they may attract more people, but being specific will serve them better.

This concept is referred to as, ‘niche marketing.’ It’s a marketing approach for products or services that appeal to a narrowly defined market.

And, it makes sense. After all, if you were in the business of selling retirement plans for the over-50’s, you wouldn’t want to waste your time marketing to people in their 20’s, would you?

Consider this scenario: You’re working to convince people, each with a different lifestyle, needs, problems and desires that you can help them.

But, are you really addressing the issues each of them has at the same time?

Unlikely. But you can talk to one.

And, as you carry on this conversation with this one person – in this case, Olivia – others can listen in.

They will relate to many of the issues that are raised and the points that you make. They might not be like Olivia, but they can relate to her and her problems, because it’s not that different from their own.

Summary

Once you’ve nailed your avatar, you’ve laid an important piece of the foundation for a successful online business, and will be in a better position to write ads, products, sales copy, etc., because you know the pain points, your  message is congruent and you’ll target the right audience. But if you don’t, you’ll struggle. Certainly, you may not be as successful as you could be had you defined your target audience.

© Cherry-Ann Carew

Cherry-Ann Carew is an Online Business Coach, who supports emerging business owners simplify their start-up journey and helps existing businesses scale to the next level, so that they can earn uncapped income and live life on their terms.