In my last article, I suggested how to identify and assess your best customers. What is needed now is a way to identify replicas of those customers online.
One of the essential aspects of social media is being social. That implies that you should carry on conversations with people one-on-one or as if you were talking to each person individually. While this may not be actually possible, especially if you grow a large following, your tone and message should be crafted as though you were.
From your prior customer assessment, you probably identified a few different “best customers” with different ages, likes and behaviors. So for your online messages, you will also need to create stories that are tailored for each different profile. We call these avatars.
To develop a rich profile for an avatar, my suggestion is to get your partners, staff and others who know you and your business and take about 45 minutes to define them in detail. Start with these questions:
- Location/City (rural, suburbs, city)
- Relationship/family status
- What style of clothes do they wear
- Disposition – Happy, fun, shy, grumpy
- What car they drive
- Favorite Movies or Books
- Favorite pastimes
- What makes them laugh?
- What do they feel guilty about?
- Worries, Fears, Pain
- What is their family income? On income style?
- Can you describe their typical buyer behavior?
[Note: Derived from Howie Jacobson, PhD “Adwords Checkmate”]
Be specific (yes, do give them a name as this personalized everything else) because if you can describe your best customer or avatar with this level of understanding, you will discover it is easy to create stories that deliver your value based messages and to carry on a conversation with them.
Now that the avatar is described, take another 20 minutes with your group to generate headlines for articles, ads or whatever. Don’t be selective – just get as many ideas and suggestions documented as you can. These nuggets will identify some of the more important keywords that could be used to describe your business so others can find you. These should also be a source for some terrific headlines for articles and is an easy way to generate ideas and suggestions for content to be used in social media channels to start and continue interaction with your potential best customers.
Does this sound silly or perhaps a waste of time? Well, try before you dismiss it because it works!