The rise in digital and content marketing has made tight target market identification critical to campaign success.
We develop and use Avatars to laster focus marketing campaigns and sales strategies to very specific targets – for our own business and our clients. When you walk into a networking meeting, a sales call, or even out at a non-business social event, you’ll know who you should talk with when you have a set of Avatars at the ready.
We have a lot of fun at Conveyance developing our avatars – the more details you can include, the better. We give each avatar a name, a job title, personal history, goals and describe how they need us. We then direct our content marketing campaigns towards the “person” we are trying to reach. It’s a way to visualize and humanize our target customers.
Here’s an example of an avatar for a photographer looking to book family sessions over Mother’s Day.
Melanie is a busy professional. She works in accounting for a local government contractor. Every day, she commutes back and forth from Ashburn to Tysons Corner. She hates the commute.
Melanie has three children aged 8, 6 and 2. She has to rush every evening to pick up the baby from day care, get the kids fed, and then taxi them around to whatever sports activities are in season.
Although her husband helps when he can, he works in DC and often gets home when the kids are ready for bed.
Every day is a marathon for Melanie. She dreams of relaxing … a vacation in the Dominican. She loves her kids, but they are exhausting sometimes!
When the photographer is ready to advertise her Mother’s Day sessions, she will be creating her content with Melanie in mind. What type of content would Melanie find valuable? What is important to her? What would get her to book a family session?
Most companies have several different avatars. Some may only pertain to certain lines of business, while others may apply to all departments. Even a small business can have multiple avatars.
If you take the time to properly research your target audience and develop their avatars, then you’ll be that much closer to generating quality content you need. When you know exactly who you are talking to and what they want, your content will show it.
Avatars give life to your target audience – visually and mentally. Try creating one for your own business and see how much simpler it is to produce content for that “person.” Share them with us on our Facebook page!
Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.