"When you try to speak with everyone, you reach no one”
Imagine standing in a crowded room, trying to make your message appeal to everyone walking by. Chances are no one will stop or pay you much attention.
Now, personalise your message and you’ll start to attract attention. So much so, 74% of marketers rely on targeted personalisation to increase customer engagement.
It’s impossible to ignore messages that resonate with your biggest pain points, motivations, world views and deepest desires.
When it comes to creating killer content, failing to understand your audience and who you’re speaking to is a cardinal sin. Before you put pen to paper, it’s essential to take a moment to create a clear view of your target audience and what really makes them tick.
Once you have a clear understanding of your different target audiences, you can use customer segmentation to create messaging that strikes all of the right cords. Customer avatars allow you to put a face on your targeted customer segments and focus your content.
Join us as we explore the basics of customer avatars, how to group your customer avatars into customer segments, and how to create laser focused content for your customer avatars.
Identify Your Target Customers with Customer Avatars
A customer avatar is essentially a profile of your target customers that can be used to put a face on your target customer segment. It’s easier to tailor your content, product or services with a person in mind rather than a sea of faceless prospects. If you’re targeting several sectors, we recommend you create at least one customer avatar per sector you’re targeting.
Your customer avatars should be based on factors like age, gender, sector, location and profession. It’s also important to look into their interests, other brands they like, and what keywords they’re searching. Give your customer avatars names to make them more ‘human’ and relatable.
Once you’ve decided the basics of your customer avatar, you can dig deeper and ask questions like:
What sort of information do they need to know before speaking to someone in your company?
What search terms are they using to find technology products or solutions like yours?
Where do they already spend their time online?
What followers/publications/platforms do they regularly engage with?
Are they non-technical or technology experts?
How well do they already understand your technology solution?
Creating customer avatars is an excellent way for you to understand your audience better, and makes it simpler to group them into target customer segments. The more specific your customer avatars, the more focused your content will be.
Group Your Customer Avatars Into Target Customer Segments
Some of your customer avatars might benefit from the same content. So the next step is customer segmentation. And what is customer segmentation?
Customer segmentation is a technique marketers use to identify different audience groups, usually divided by key differentiators. Having clear customer segments, built on the strong understanding of your audience you get from your customer avatars, allows you to deliver more value to your target customer segment.
There are many approaches you can take to creating your customer segments. Some common customer segmentation examples include:
Technology they use
There is no “one-size-fits-all”, and it’s ultimately up to you to determine which version works best for your business.
Create Tailored Content For Your Customer Avatars
Once you’ve created your customer avatars and grouped them into segments, it’s time to get to work on creating targeted content that speaks to your customers and demonstrates the value your product or service provides them.
Use a content calendar to add your ideas into so you can create a schedule that includes a healthy mix of topics so there is something for every customer segment.
Also keep an eye on your Google Analytics to see which content is performing better and adjust your plan accordingly. The more data you gather along the way the more insight you’ll get into your ideal customer.
Learn to Target Your Content with Copy House
Are you unsure of how to create content that resonates with your target customers?
Here at Copy House, we always do the groundwork that’s necessary to get you the most out of your content marketing. Our content marketing discovery sessions have successfully helped our clients identify their target customers and in turn, reach their most lucrative market.
Get in touch to find out more and discover your untapped business opportunities.