Who is Your Ideal Customer?

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1 Who is Your Ideal Customer? This Mini Workbook will guide you through creating an Ideal Customer Avatar.

2 About This Workbook WELCOME! Has anyone in the marketing world every asked you "who is your ICA? Did you give them a nod like you understood but clearly you didn't. Acronyms are everywhere but this one we will break down so that you can understand what it is and why it is important and most of all why YOU NEED ONE. Your ICA (remember ideal customer avatar) is your representation of who is your customer. Remember the saying "birds of a feather, flock together?" In marketing we know this is true. It is how facebook and google has made BILLIONS (maybe trillions?) on marketing. We know that consumers find like minded people to build a community. Churches, neighborhoods, schools, social settings etc. We also know that those groups are very similar in their shopping habits as well. So by determining who your ideal customer is then you know how to MARKET TO THEM. This is the special sauce in how to generate new customers, finding those who flock together. By creating the Ideal Customer Avatar you will refer to this for every business decision. How you market, how you present yourself in video, audio, live. How your color choices, voice and tone are branded throughout your look, feel and voice. By drilling down to your ICA's hobbies, their likes and dislikes you will create marketing campaigns that attract those customers. Then in turn they become your customers.

3 Your ICA As you think about your ideal customer it is important to differentiate yourself from your ideal customer. You may love reading books and working out but if your ICA doesn't find value in that, your social media posts about your new favorite book will be easily skipped. Think about your customers that regularly purchase from you. Think about the customers that engage with you and follow with you. Really visualize these customers, Know them? Got that in your mind? Let's Get to Work

4 Let's Take a Look at My ICA Goals: College fund for kids Refill retirement account Build Extra Income Use Knowledge to Teach Values: Committed to family Values friendships Create value from experience Values Work Balance Creativity Teaching and Inspiring Others Additional Information Books: Self Help, relationships Spiritual but not religious Hobbies: Travel,Hiking, photography Job: Teacher/ holding on until retirement. Shops at Homegoods, Marshalls Likes shoes and purses Gift Giver Tried lots of Direct Sale companies but not successful Little retirement and cash strapped Facebook, Pinterest and Instagram Follows Teacher pay teacher/ food blogs Challenges: Time Family needs Technology Fear of Failure Money Mary Age: 46 Married 2 Young Adult Children Aging Parents Richardson Texas Unstable Marriage Pain Points: Technology Feels unqualified Doesn't know where to start Balance of business, work and family Social Media Biggest Frustrations Little retirement and no extra income College expenses not covered Unhappy with educational system but feels stuck Fearful of trying Feels too old to start Doesn't know how to start an online business. Husband influences decisions Fearful of changes but wants it Wants to travel Wants easy to understand and implement solutions.

5 Who is Your Ideal Customer? Goals: Challenges: Values: Pain Points: Name Age: S/M/D: Family dynamics: Additional Information Live: Work: Biggest Frustrations

6 Questions to Answer for Marketing to Your Ideal Customer Demographics: This will help target location This data will be essential when we start to think about Who we are targeting. Name, Age, Gender, Location Home Life (married, single, children, ages of family in home, pets) Work Life (job, role, status, income) Financial Status (combined, assets, savings, homeowner) Interests: How will you reach them? We need to understand where we might find more of our customer avatar or ideal customers. If we know where they hang out then we can understand How to connect with them and ensure our messages are really targeted. What are their business or professional interests? (education, training) How do they spend their leisure time? (sports, leisure, social, interests) Where do they go? (stores, clubs, events, groups; online and offline) Who do they hang out with or follow? (Media, brands, personalities) Pain Points: With these questions you need to think from your ideal customers perspective and view point and relate your answers to how your avatar responds your specific product or service offering, or general product/industry category. By understanding more about our avatar s pains and frustrations, we can more effectively engage with them. What are their most pressing challenges? (what s causing an issue today or right now?). What are their biggest frustrations? (what are the big problems that are getting in their way?) What are their likely or most common objections? (What are the most obvious negative points about your product or category?) Who or what influences their decisions? (Where do pressures come from?)

7 What Do You Do Now? What's Your Story? Once you ve fully expanded your ideal customer profile, you can then take this information and create a custom audience in Facebook. This will enable you to quickly and easily test out your audience size, using expanded demographics, as well as testing message engagement with boosted Facebook posts. The really important thing to remember with customer avatars, is that they need to be based on an individual personality and profile. So you should start by giving them a name and specific age and build out their characteristics and behaviours from this simple starting point using the questions above.

8 Grow Your Tribe Online I APPRECIATE YOU! If you have enjoyed this mini workbook and would like to learn more about growing your tribe; Let me know by filling out this form and by sharing it with me at ally@growyourtribe.com If you would like to follow me on Facebook please join me Here -Ally