A golden lesson

[Image source: Google]

One of the most possibly profound lessons I have come across in business is if you try to help everyone, you’ll never help anyone. When the reach is too far the message will be dispersed to a great extent that no one will truly benefit from it.

This is exactly why we need to have a target. The target audience or the customer base can be huge or small, but there needs to be a target. The content must be specific enough to attract the right audience. It must be real and easily relatable.

There can be a fantastic sales funnel in place and a great offer, considerable amounts of money too can be spent on paid traffic and yet result in not getting that many conversions, but if the right people are not getting into the funnel then there is a huge problem on hand.

It is important to remember that even an exceptional strategy of creating content to attract your target market to your offer or funnel isn’t the answer either. Without a specific Customer Avatar in mind creating lots of content such as blog posts only for the sake of increasing the count of the blogs on the website is a huge waste of time.

When the target market is tapped into and who the ideal customer is figured out, amazing things begin to happen. The message can be communicated relatively easily and clearly with the help of effective communication channels. A great deal of value can be delivered along with your service or product.

The well-defined target for your ideal customer not only tells you who you should be trying to sell to, but it also tells you who to avoid at all costs. This saves time and money.

[Image source: Google]

Let us dive right into the topic.

My industry is Food. Narrowing it down further, my niche is all about how to plan and prep easy, healthy meals to save time, energy and most importantly money, and handy kitchen gadgets.

Let us look into my ideal customer avatar, who would be someone like this.

Name: Ashwani

Gender: Female

Age: 23

Relationship status: Single

Location: Bangalore

Level of Education: Graduate

Profession: Employed

Income: Between one and three lakh rupees per annum

Hobbies: Reading, listening to music

Mobile Device: iPhone

Accesses web through the phone

Ashwani is employed as a research assistant who works 8 hours a day and has 2 days off per week. In her free time, she likes reading up on food. She is a foodie and is generally enthusiastic about learning pretty much anything about food overall. She looks for new vegetarian recipes, mostly healthy food which can be tasty at the same time, Occasionally enjoys spicy food.

Ashwani follows content about food at least 3 times a week, and about an hour per day. Upon consuming information on food, she shares it with her circle of friends and recommends the channel or blog to them if it consists of great value. And she also tries out the recipes she finds on the internet a few times a month.

The Average money she spends on food per month is Rs.5k. Kitchen gadgets, decor and crockery sets also interest her on which she spends between Rs. 5–10k per year.

Further, she hopes for more free, easy and accessible healthy food recipes, organic food, along with tips and nutritional values.

She does not want to buy recipe books but intends on purchasing meal plans in the future as she feels it is good to have her meals planned well ahead of time which can result in spending less money on eating food outside, Which is her biggest fear with regard to the topic, spending way over the limit on eating outside.

This is what my Fictitious character Ashwani would look like.

[Image source: Pixabay]

Having figured out my ideal avatar, I can now proceed to curate content surrounding the information obtained with laser-like focus as if you’re talking specifically to your Customer Avatar rather than a large target audience resulting in better engagement and conversion.

The key takeaway is that it is a good idea to evaluate how well-defined your ideal customer avatar is now and then to stay updated. It is pivotal to keep in mind that the customer avatar or the buyer persona dictates the type and pattern of content.

The more you get into figuring out the nitty-gritty of your avatar, the better you will understand how to reach your customer, how to communicate in the most ideal and effective manner and why your ideal client wants to use your product or service. The marketing plan, customer service, sales and product development will be tailored to the exact person you want to work with. A win-win for everyone.

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