Done right, an avatar is the Swiss Army knife of marketing. When you put a great avatar to work, it seeps into every corner of your marketing, swirls around your message, and creates a magically powerful draw.
This list scratches the surface of the avatar goodness you can leverage:
PRODUCT DEVELOPMENT & OFFERS
(1) Product creation
Predict what your avatar is looking to buy next.
Create offers that conform to the avatar’s price point.
(3) Product features
Expand feature sets to things that matter to your customer.
Accurately predict your target market’s behavior in your sales funnel and make adjustments without blind guessing.
(5) Sales cycles
Shorten your sales cycle by overcoming objections.
(6) Sales chops
Improve effectiveness of sales scripts and processes.
(7) Patterns and preferences
Predict avatar buying patterns and preferences; leverage that to maximize sales.
(8) Journey mapping
Map out likely customer journeys for your avatar, and conform your marketing to that journey
(9) Purchasing decisions
Understand how your target customer spends their money and makes purchase decisions.
BRANDING & MESSAGING
(10) Loyalty and preference
Build brand loyalty; use data to achieve marketing position as a buyer preference, and become a brand category of your own.
(11) Sales copy
Your new avatar will direct you to package (describe) your offer so that your sales copy makes them drool; predict potential objections and respond to them in your copy like a mindreader. More easily adopt your avatar’s lexicon and speak in their language.
Because you will have a better understanding of the “negative persona” – the opposite of whom you’re targeting – you can use contrast more effectively to weed out the people who are the opposite of your target audience.
(13) Future pacing
Inspire your avatar w/ the right vision of the future for their goals and aspirations.
(14) Customer differences
Use data to find trends that make your ICA unique, and lean into those differences for powerful marketing messages.
(15) Common reference points
Understand the pop culture references that will position your brand as “one of us” to your avatar.
(16) Buyer preference
Create authority and credibility that make you not just top-of-mind but also top-choice.
(17) Social media
Craft a more effective social media marketing strategy.
(18) Key stakeholders
Leverage key influencers and stakeholders; understand their role in the decision-making process (primary decision-maker, key stakeholder, other influencer?), their buying power, and how financial decisions are made.
CONTENT MARKETING & SEO
(19) Lead magnets & trip wires
You won’t have to guess about the kind of content your avatar is willing to trade email addresses to receive, and what your avatar will spend trip wire money ($5-20) on.
Get a better handle on the whole enchilada: Search keywords, search volume, search intent.
(21) Content modes
Is your avatar looking to consume content in video, podcast, written form?
(22) Blogs, videos, podcasts
Develop a list of topics and guests based on your avatar’s interests
(23) Color and texture
Leverage peripheral detail (like where they like to eat, what they drive, etc) to create richer campaigns.
Use stories that will hold the attention of your avatar.
(25) Tone and topics
Understand and enter the conversation the avatar is already having in their head instead of disrupting them with your own conversation that they might not be interested in.
(26) Targeting paid traffic
You’ll have far more precise demographic and psychographic targeting
(27) Paid traffic platforms
You’ll have a better sense of to buy traffic from
(28) Control costs
Achieve lower cost per lead and cost per customer
LOCAL / HYPERLOCAL TARGETING
Choose retail locations that line up with your target customer, whether you’re opening your own location or trying to get on retail shelves
(30) Customer domicile
Know where your customer lives – online and physically
Improve event attendance.