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Is Your Customer Avatar Best Representing Your Business?

Is Your Customer Avatar Best Representing Your Business?

“In marketing, an avatar is a little fiction that helps us understand who our ideal customers are so can more easily find them”. DeVries, H. Forbes, Sept, 2019

Have you identified your Ideal Customer Avatar?

Over the course of world events that hit us in 2020, there has been a shift in this avatar. Previously we spent a lot of time and energy trying to define that one person we want to speak to. Our voice addressed the 1 ideal customer (IC) that would resonate with all others that filled our niche. Our I.C. should recognize themselves or their pain points in our messaging.

For instance, my ideal client was Cindy. She has a little bit of gypsy in her, travelling whenever she can. A GenX small business owner with teenagers just entering college, but she is not quite an empty nester. She understands the importance of a social media presence for her business, and fresh photos to continually support it, but does not want to deal with it herself. She would much rather spend her weekends kayaking or going to a music festival then planning a content calendar. 

I had never given Cindy any specific appearance. She was neither a red head nor a brunette. She was neither black nor white. She was just Cindy. 

Then social injustice finally had a voice in America that screamed from the roof tops and took over the streets. This shift has affected attitudes and outlooks even here, north of the border. 

So I ask you this one question about your marketing avatar.

What is your I.C?

  • Ideal Customer
  • Ideal Client
  • Ideal Community

There is no right or wrong, but have you recently stopped to considered which is best for you? An ideal customer (product based) or client (service based) is an individual focus. You create a persona of traits, habits, maybe even geography to target. The voice and images you use on your social media and website speak directly to a singular identity.

An ideal community is more diverse. More inclusive. When building my Ideal Community I thought of sitting at a networking lunch. I make the presumption that since we are all at such an event together, these are people with a common goal. If I narrow down this entire room to just the 5 other people at my table, what do I see?

Make this an exercise for yourself. Next time you are on a group zoom call, really pay attention to the community you are in. What are the difference you can visibly see?

  • Race
  • Age
  • Gender
  • Mobility

What are some differences you can’t always see? 

  • Marital Status
  • Religion
  • Sexual Orientation
  • Gender Identity

While these are not typically topics we need to bring directly into the conversation (unless they fit our business plan), they are absolutely areas of consideration in the voice we use.

I won’t tell you how, I will just ask you to be considerate of it. To find diversity and inclusion as part of your message. If you struggle with this, let me know, I am sure I can refer you to someone with the experience and expertise beyond myself.

 

5 Quick & Easy Website Updates for the New Year

5 Quick & Easy Website Updates for the New Year

For many of us the first week of a new year is like a clean slate. We set new goals with renewed energy. But there is also an advantage to taking a step back and looking at the old. 

For me personally, I did a quick update on my website! It isn’t old, being a new business it too is new, but by giving it a personal audit of how it is (or maybe isn’t) working for me is a great new years habit to have. 

I am by no means a web master (I can recommend a guy though!). If I compare it to driving, I can get behind the wheel and take several routes to get from point A to point B, but I call on the experts to look under the hood (I can recommend another for that too!).

 

So here is what I did do, and recommend for you too:

 

 

👩‍💻 Update the site ©️ footer to the new year

Having a current date to your website lets people know your information, services or products are up to date. 

Ever find a website that has a date that is still listed as a few years old? It not only makes you wonder if they are still open, or if the information is still reliable. Consider some of your own assumptions and apply it to your site audit.

 

 

📸 Update PHOTOS to reflect Personal Brand

This is huge! If you are offering a new product or service, that should be reflected in your photos. If you are the face of your business, that should be reflected in your photos. Having images that are true to your business, and ideally of your business gives your audience a more authentic understanding of what you offer. 

Need a hand with this… I offer Brand Photography sessions in Halifax, NS! 

 

Bonus Tip: if available, set the “Feature Photo” that will be displayed when your webpage or blog is shared.

 

 

👩‍💻 Re-read pages and make sure they still speak to your ideal audience

Over the course of a year we may adjust our offers. We find new keywords. Our ideal customer changes. The language we use may need to be more specific. More diverse! Would it be appropriate to add a diversity and inclusion statement?

 

🖱 Make sure all links go where they are supposed to

A dead link is like bad breath. It stinks, but it can be easily remedied.  Google loves internal links that keep your viewer going down the rabbit hole of your website. If you changed a page slug that effects your url, and the web address linked on any website becomes dead. Get mouse happy and check and fix all the internal, and external links on your pages.

 

 

📱 Make sure pages look awesome for all devices

As you make any changes to your webpage(s), be sure to preview each page for both desktop and mobile. Sometimes what looks great on a 21″ horizontal screen is cut off on a 6″ vertical phone.  I always check my photos and headings to be sure they can be viewed as intended.

If your website is not mobile friendly (remember, I have a guy I can recommend!) you may lose traffic from mobile user. It is very frustrating to have to expand and scroll around a page on the phone.

These few tweaks can make a huge difference. Any that I missed? Please leave me a comment and I’ll get right on it.

As I said at the beginning, a regular audit to be sure your website is functioning the way you want your audience to see and use it is a great way to start the year. Ask your BFF or partner to take a look with fresh eyes. They may see something you missed, or never thought of.  

 

 

Bonus Tip:  Apply a similar habit to reviewing your social media platforms. Need a hand? I can also help with an Optimization Audit. Let’s Chat.