“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?
What are some differences you can’t always see?
- Marital Status
- 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.