Episode 01: The Essential Element for Marketing Success
We are going back to basics to help you to lay the foundations for an effective and sustainable marketing strategy. Starting off with the must-have element for any marketing you do - whatever your business is and whatever platform(s) you choose to play on.
That is, having a clear understanding WHO you want to talk to. Whether you’ve been in business for 5 minutes, or 5 years, you need to understand who your ideal customer or client is, what they want or need, and how you can help them.
One of the easiest ways to compile all this information is by creating an Ideal Customer Avatar (ICA) or persona.
You may have already created an ICA for your business and if you have, well done. Even so, it is worth revisiting your ICA periodically if you have changed direction in your business, if your customers have changed their buying behaviours, or if you want to break into a new market. It is also worth revisiting your ICA as a way to bring your focus back to your target market.
The first step in creating a content strategy is getting crystal clear on WHO you want to speak to.
Summary:
Creating an Ideal Customer Avatar (ICA) is an effective way to compile everything you know about your target market
Having a clear ICA will help you attract the RIGHT followers (those with an interest in your products and services) and talk to them in a way that resonates with them
Understanding your audience saves you time, as you know what to post to get their attention
When creating your ICA you can get data from your existing customers, marketing research, and by conducting your own interviews with current or potential customers - to amplify, confirm (or adjust) what you already know about them.
Links and Resources:
Ideal Customer Avatar Worksheet
Free Worksheet
Create your own customer avatar with our free worksheet and list of interview questions
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