Using Avatars to Hone Your Content Management Campaigns

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 -avatarThis is Melanie.

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.

Convey It – More on Social Media

Here’s What’s Trending in Social Media

As a marketing firm, our clients often ask us for information on trending technologies, tips, and tried-and-true techniques for marketing their business. So, we have set out to find the “Best of Marketing” articles each week on topics we feel you need to know & start putting into practice.

In this week’s Convey It, we’ll shine a light on: Social Media, Brand Awareness, Psychology, Leads, Consistency, and Networking.

As always, at any point you think to yourself, “This is just to much!” reach out to us and we will be happy to help you. Sometimes you need a little more than an article to pull it all together and put it into every day practice.

This weeks Top Five …

What else you need to be doing beyond Social Media
You have a Facebook business page, a Twitter account, an Instagram account, a LinkedIn account, and a Pinterest account for you business. You feed them regularly. You are mindful about creating posts that are interesting and helpful to your customers. You respond to people who talk about your company online and reach out to people who might need your product or services. But what else could you be doing to create buzz about your business? Click here to read more.

How to generate Leads with Social Media
Do you struggle trying to generate leads via social media? Listen to what these seven experts on social media, social selling and lead generation have to say about it. Click here to listen in.

Branding your Social Media Presence
‪We all get wrapped up in the day-to-day operations of Social Media; where to post, what to post, when to post it … sometimes it’s hard to see the forest through the trees. It’s important to take a step back and consider whether or not your social presence, as a whole, is reflecting the brand of the business it supports. Click here to read more. ‬

‪Being Consistent in Social Media
With so many irons in the fire just to keep your business up and running, finding time for social media marketing can become tremendously challenging. You know you need to do it, but trying to find the time to fit it into your already packed schedule can feel like an uphill battle. Here are three tips to help you maintain a consistent and relevant social media presence, click here to learn more.

‪Social Media Profile Psychology
What if I told you that your profile could attract people to your business, create a sense of trust with your customers and clients, and build your brand better with the correct photo? Click here to learn how.

What’s Wrong with My Emails

You’ve just done an analysis of your latest e-mail campaign and discovered that your conversion rate has plummeted yet again. It leaves all marketers asking the same question. You’ve written the perfect sales letter and everything seems to be right with the message, but you still can’t get a decent response rate.

It is not surprising when you think about it though, how many e-mails do you read every day? If you’re anything like 98% of the population you will delete almost every e-mail without reading any more than the first few lines.

The poor response rate from e-mail advertising campaigns has led many direct copywriters back to snail mail. Of course, that’s no real sure-fire method either. Think of all the junk mail you get at home now, it would be fairly safe bet that most, if not all of it, ends up in the garbage.

So, if you’re looking for the most modern up-to-date alternative marketing campaign, imagine how you’ll feel when you orchestrate a successful strategy that can instantly target over 40 million people instantly.
 SMS marketing offers you this and a heck of a lot more. On average, text messages are read within a few minutes so you can create an instant impact.

The very fact that you’re reading this means that you are looking for alternative and let’s face it, sooner or later you’re going to take advantage of the benefits that SMS broadcasting can bring to your business today.
 Just take a look at what you can do:

  • Generate subscriptions
  • Send call to action messages
  • Send special offers with Mobile coupons
  • Use touch screen technology to interact with your customers

And that’s just for starters … One of the reasons SMS marketing works so well is that there was hardly anything in greater demand than easy, understandable, information about really important things. Time-poor consumers these days want to get the important information fast. If you can give them the lowdown on any subject quickly and directly, if they’re ready to buy they’ll do it right there and then.

It’s like an information version of fast food, except that the most modern technology allows you to personalize your campaign with tokens such as first name, last name or city. The pulling power this generates a leisure to become a mobile marketer in minutes.

One of the best things about mounting a mobile marketing campaign is that you don’t have to spend an arm and a leg. Most companies will allow you a free trial, or you can design a test campaign that sends messages to as little as 1000 mobile devices for a very reasonable price. You can dip your toe in the water and test results before you commit yourself to full campaign.

If you find a marketing campaign that meets your needs it’s easy to expand and extend it as far as you want, and you can even build up a valuable database for future use.

Source: Ben Richards, Contributing Editor,