In the first article we looked at developing an understanding of ‘What is a customer avatar?’ In this article, I want to talk about how to use your avatar to target more of your ideal customers, so you can quickly see if there’s a real market for you to go after.
To see how this works in practice, let’s go back to our example avatar from part 1, with Susan and our Chiropractor business. So we know that Susan is 56. And we know Susan has back problems, but she is also a passionate gardener and nothing frustrates her more than not being able to get in the garden. We also know that the therapy our chiropractor offers Susan, helps her to quick get back to what she enjoys doing the most in her garden.
So with that in mind, let’s now see how our chiropractor might be able to target more Susan’s
And to start with, we’ll be going to probably one of the best places to do some quick research – and that is good old Facebook. You see Facebook has a ton a data to help us locate and target our potential audience, based on our avatar.
Unlike Google, which only allows us to target one dimension of our avatar, which is demographics, Facebook allows us to understand and engage our audience on all 4 dimensions. It’s also a great place to test out your market size, engagement and messaging at a very low cost, using Facebook advertising and Facebook boosted posts. These will allow you to put your specific message or offer directly in front of your ideal customers.
Now as I said, Facebook is a good starting point, but it’s not the only place to attract more of your ideal customers.
You see, once you’ve got a sense of the market potential and identified what works and connects with your audience best, you can then take these ideas and messages onto other platforms like Google or Bing. Or you can go offline into magazines, newspapers, direct mail, events and many other places in order to expand your reach and get yet more of your ideal customers.
But for now, let’s step into Facebook, so I can show you how and where to start. For this example we’ll log into the Facebook ad platform and check out some basic demographics.
The first thing I’m going to do is create a new Custom Audience in Facebook.
I’m then going to set my geographic targeting to a 15 mile radius around Guildford, which is where our chiropractor is based. I’ll then set my other demographics to Women only, and with an age range from 50-65+.
I’ll also add my interest targeting as ‘Gardening’. Now obviously not every woman over 50, who’s interested in gardening, has back pain. But, our chiropractor knows that statistically about 15% of adults over 50 suffer from some sort of back pain.
So even with this specific level of targeting, our chiropractor still has an audience of 29,000 people to target, and statistically around 4,500 of these are likely to be suffering from pain.
This is a good size audience and it will give him a good starting point. He could also expand this audience by targeting men as well as women. He could also expand his target age range and geography – so there’s plenty of scope to expand the audience size.
Also when we add all this data in to Facebook, we can see that if we were to place an ad in front of this very specific audience, we could do it for just 30p per click.
The next step is really get into the detail of our avatar to understand how we can effectively engage and connect with this audience. We need to understand what what type of messages and imagery will attract and engage this audience. We’ll be covering this in detail, in part 3 of this customer avatar series.
OK, to recap, so far we’ve looked at the idea of focusing on attracting ideal customers and developing our avatar to reflect this audience group.
We’ve then looked at the idea of niching our business or offer, so that we present ourselves as specialists and generate more competitive standout in the market. This was all covered in the first article.
We’ve now looked customer avatar targeting and how we can use Facebook to get a feel for the market potential and audience size, based on our niche and customer avatar.
And in the next article, part 3 of this customer avatar series, we’ll be looking at adding greater depth to our avatar and shaping our messaging to really connect with our potential audience, so that we can engage them in our offer and proposition.
So, look out for part 3 in the series!
And if you’re just starting out with creating your own customer avatar then it’s worth reading about the key customer avatar questions that will shape your ideal customer profile.