At this time of year we reflect on our success, review opportunities and celebrate failures.
Yes, celebrate our failures!
In this fast paced gig economy we need to continuously be on our game creating new and innovative ways to communicate with our customers. Updating our marketing strategies and connecting with our communities will ensure that we speak to our client avatar.
In the past year, I’m sure you’ve tried to build your tribe and expand your reach. You may have found that some of your messaging lacked lustre while others hit it out of the park.
Perhaps it is time to revisit your client avatar?
Our ideal client has specific lifestyle choices, buying patterns and focus that creates the opportunity for us to share not only products and services but thought leadership.
It has been proven that we need to have a similar vision in order to create raving customer fans who will support and refer us to their friends and family. Just ask your clients? It is important for long term success to ask ourselves an important question…
Who is our client avatar?
As individuals we change and grow with every passing year so taking the time to reflect upon our ideal target market is an important step in future planning.
Every December, I plan a day of reflection where I look at the past years marketing plan with a critical eye. Taking each initiative and review key performance indicators (KPI’s) to create a foundation for next years strategy.
There have been many times throughout my career as an entrepreneur when I have found that I needed to make changes to the strategy by listening to the customer, what they asked for and our recalling our discussions throughout the last year. A deep dive with an eye for ROI – return on investment, is a valuable exercise so we may continuously engage our current client base and speak to a new target audience.
When reviewing the characteristics of our avatar here are a few things that may appear in your questionnaire:
- Age, gender?
- Where do they live?
- Where and how do they shop?
(in-person, on-line, by appointment)
- What do they read?
(books, magazines, newspapers)
- What social media channels do they visit?
- What do they do for fun?
(active or sedentary)
- What is their biggest challenge?
- What solutions do I provide?
Based on the answers, it usually leads to a number of other questions on how we are best able to serve each customer now and in the near future.
The questions that we ask will often encourage a brainstorm session that includes our strategic partners, team members, advisors or financiers. Those who provide us with the tools and resources to begin another year with clarity and focus.
The end of another successful year is a great time to refocus our energy on the things that will set the stage for our future growth.
Understanding our client avatar is a great exercise for expansion, and opportunity.
Who is your ideal client?
A question that will clearly define your avatar and set the stage for continued success.