I recently launched a new course called “Make Marketing Easy: How to Define Your Ideal Customer” where I help you create your ideal customer avatar. And I'm currently working on my next course “Getting Started with Email Marketing & Loving It”. After working on both courses I found it really interesting how intertwined your avatar is to your email marketing, so I thought I'd write about it.
Is it really possible to grow your email list without knowing who your ideal customer is? Maybe in theory, but I think if you try to attract everyone, you'll most likely end up attracting no one. And this is true for your email list, your advertising, and the products you create. Basically, the more you focus on your ideal customer and create for that one person, the better your ability to draw your customers to you.
In order to be effective with email marketing, you need to identify the people you can help best with your product or service. You’ll do this by creating an ideal customer avatar.
Imagine a world where your customers seek you out looking for the exact products or services you provide. Does that sound like a dream? Well, it doesn't have to be, just take the time to identify your ideal customer and once you know exactly who that is, your marketing will be so on-target that they will be drawn to you.
Here's what you do to attract your target audience:
The best part? By doing this, you’ll also identify people you might want to work with.
The topic of finding your ideal customer comes up over and over again and that’s because most people skip this step. This isn't the first time I've talked about it on this site (see this post), heck, I even created a course about it.
So many make the mistake of assuming everyone is part of their target audience, but everyone doesn't care about what you offer. If you build a large list of people who don't care, you'll not only waste a lot of money building and maintaining that list but you won't have the sales you should for that size list.
Really, there’s absolutely no point in building an email list if you aren’t specific with who you target.
Okay, I'm going to give you an example that's a little off the subject of creating an online business but I want my point to be crystal clear.
Let’s say you own a high-end clothing line for women – If you marketed towards young men, you’d be wasting a colossal amount of time, money and marketing efforts. Young men will not buy high-end women's clothing. But, if you narrowed down your target to just women, and better yet, since your line is high-end, women with a higher income, you’d have much better results.
Now, let's look at another example in the online business area. Let's say you provide a service that maintains websites that are set-up on the WordPress platform. If you tried to market to everyone, you'd reach people who don't have websites, don't care to have a website, those that don't use WordPress, and those that are large enough to have in-house tech personnel. Again, you'd waste a lot of money. It would be better to market to small to mid-size businesses that use WordPress for their website.
Connecting with your audience is easier when you understand them well enough to relate to their problems and even provide solutions that make their lives easier.
When you start to figure out who your ideal customer is, I don’t want you to forget that this is your ideal customer. What that means is that you need to consider what type of customer you want to work with.
To narrow down your niche, ask yourself these questions:
Your answers to these questions will give you an initial start on identifying your ideal customer, but you’ll also need demographics to know more about your target audience as a whole.
Unfortunately, some people put in the effort to identify their ideal customer and fail to do anything with the information. If your goal is to grow your business and your email list, keep your target audience at the front of your mind. Your ideal customer should influence just about every business decision you make.
The moral of the story is to find out as much as you possibly can about your ideal customer. By creating a specific avatar, it doesn’t mean you’ll miss out on customers who don’t fit that mold. The opposite is often true and you’ll attract more people because you’re more specialized. The more details you know about your audience, the more your business will grow.
Check out my course “Make Marketing Easy: How To Define Your Ideal Customer“. The course takes you through the process of identifying your target audience and creating your ideal customer avatar. It also helps you understand how to create the content necessary to lead your customer on the journey they need to take in order to become your customer.
Once you've identified your target audience and created your ideal customer avatar, you'll never ponder over who your advertising should target. You'll never worry about spending months creating products that no one will buy.
Create your ideal customer avatar and start creating relationships with people who love you and your products.
My advice to you is, “Don't skip doing this work, it is vital to the growth of your business.”
All my best,
I’m a fifty-something, self-taught, online business geek from Texas and owner of Online To Thrive. A lot goes into creating an online business and it can be a really scary endeavor. I’m here to help make getting started easy and affordable with step-by-step courses that are clear, straightforward, and uncomplicated.
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