Even if you haven’t heard of the term client avatar before now, it is still likely that you have already developed one. That is to say, you probably have created one, even if you weren’t consciously aware of doing so.
A client avatar is a very detailed image or profile of what your prospective ideal client would look like. Creating avatars allows you to make sure that your approach to your business is appealing to your target audience. Most importantly, they enable you to decide what strategy to implement in order to maximise your success with your audience.
Perhaps you are reading this and thinking that you already know who your target audience is. Whilst that might be true, taking time to really clarify who they are as a person in their entirety, will ensure that your LinkedIn efforts are noticed by the right people. For instance, what makes them tick, what turns them off and what draws them in? In this article, we will take a closer look at not only what a client avatar is, but how you can create one today.
What Is A Client Avatar?
So let’s consider what information you need to take into account when creating a client avatar? What does an avatar actually look like?
Typically speaking, an avatar will be in the form of a story about your client. Most importantly, avatars should identify the key things that you need to know about your customers. In other words, what information do you need to know about them to ensure that any marketing push will be a success?
The more detail that you include the better. For example, you might think it’s enough to say what job they have, but perhaps consider how they feel about it? How much money do they make? Have they always worked in that industry?
Key Points To Create Your Typical Client Avatar:
- What is their age bracket?
- Relationship status? Are they married? Divorced? Single?
- Tell us about their history- What has led them to this point in their life? How do they feel about what happened in the past?
- Location (Do they live in a City or somewhere more rural?)
- What education do they have?
- Do they have children? What is their family set-up?
- Does anything about their family or relationship status influence how your product/services might be utilised in their typical week?
- What industry are they in? (the more specific you are, the better)
- Are they already familiar with LinkedIn?
- How often do they use social media? (And how do they access it?)
- What is their income? (including disposable income)
- What are their interests? (hobbies, culture, etc.) How often do they get to partake in their hobbies?
- What is their perception of your industry? (are they already aware of it?)
- What is it that you can offer them? (and what would be the deciding factor that made them purchase it? What thoughts would be running through their head?)
By collating all of this information together (and giving it both a name and a face) you will then be in a much better position to be able to target your LinkedIn profile. You will be able to maximise your chances of engagement from prospective customers with the marketing strategies that you choose to implement, based on who your avatar is.
Of course, you could just gather all of the information and present it in a raw, bullet-point format- but this doesn’t allow you to gain the full insight and understanding into your client. The more that you are able to form a person that appears real, the more effective you will be at solving their problems. What excites them? What drives them? How can your services improve their life?
Example Of A Ideal Client Avatar For LinkedIn
The simplest way to convey to you how a client avatar works, is for you to actually see one. Below is an example of a client avatar for a marketing agency that predominantly works with small businesses.
We are going to name our avatar Helen and her backstory is that she runs a small handmade children’s clothing company.
Helen is 35 years old. She is married with 2 children and is based in a busy, bustling town in Essex. She is the founder of “Sew Small” which her children were the inspiration for. Helen has always worked in creative settings, previously working as a fashion buyer for a high street retailer; she began as a junior buyer after leaving university and worked her way up the ladder. Whilst she did have some job satisfaction there, the hours were very demanding and she wanted more of an outlet for her creative passions and entrepreneurial spirit, particularly after becoming a mum.
Helen checks her LinkedIn profile every day but only occasionally creates her own posts. She likes to read posts and articles by entrepreneurs and fashion designers that she looks up to and tends to do this on her phone as she’s a busy woman on the go. She came across us when she read a post about the benefit of marketing for small businesses online, and we later appeared for her again in a google search.
Helen first created Sew Small three years ago and has a turnover of £190,000 a year, as well as a full-time employee. Her designs are loved by both parents and children alike, but it takes a lot of effort to reach her prospective clients. Her efforts are often offline (trying to get small local boutiques to stock her designs, setting up stalls etc.) Helen would like to know more about how to really make her product stand out against other fashion retailers, and utilise online platforms.
Her main goal would be to increase the number of direct sales she has and solidify her brand so that more retailers will want to sell her clothes. She’d also like to have more free time so that she can spend it with her children, and take up painting again (Another creative passion of hers). Helen loves making clothes and that aspect of her business comes naturally to her. However, she wants to be able to focus less on the administrative and sales side of things.
Helen feels stretched on a day to day basis to try and meet the demands of her growing business as well as running a busy home. Whilst her business has a reasonable turnover, she feels the responsibility of making sure it continues to grow in order to be able to look after her employee and family.
She is her company’s whole marketing team, and has a limited online presence, and relies completely on a couple of websites such as Etsy. She has social profiles but isn’t really sure how to utilise them in the best way for her business.
In the past she has approached a few companies about online marketing but had a bad experience where she paid a lot for an inefficient and badly designed website, so is a bit wary. She doesn’t know much about how she could generate more traffic to her website and isn’t aware of just how many avenues she could go down in order to maximise her chances of her product being seen by her target audience. She doesn’t have any understanding of SEO, and how it can be used to generate more regular traffic. She’d like for someone to share her passion for her business as well as be able to take a load off of her shoulders without her feeling like she needs to oversee everything.
This avatar helps us to identify what problems Helen is having and how the marketing agency could potentially solve them. It demonstrates how her personality, interests, and history are connected (as well as the potential problems in getting her as a client to begin with).
By making an avatar as real as this one, you get to take a closer look at your company’s approach. In this particular example, it might be good to reflect on how you can get Helen to trust you? How can you come up with a marketing approach that will demonstrate that your business encompasses everything she needs to solve her problems? Will your marketing strategy be understood by her?
These types of questions and opportunities for reflection are available to you no matter what industry you are in, and no matter who your ideal client avatar is.
Developing An Ideal Client Avatar For LinkedIn
The more data and information you have about previous clients, the more adept you will be at creating client avatars for your business. If you don’t currently have a lot of data, then it might be worth considering sending out a survey to previous clients to enable you to make further deductions about them.
Pick four to five clients who you would consider the typical type of people you work with. Make notes about them- what is their history? What is their background? What Demographic are they? How do they spend their week?
Once you have done this, you will then be able to use the average of the information you have collated to create an avatar. Always begin with a name and a picture, and then begin a story that tells you about their family, interests, income, problems etc.
Before you finish the profile of your avatar, take a moment to also get into character as them and write the story about how they got in touch with your business, and how they were hoping you would be able to solve their problem.
You should then be ready to finish creating your avatar’s profile summary which includes (but isn’t limited to) the following:
- Their history and background
- Their industry- are they employed? Do they have a business?
- How often do they use LinkedIn?
- What avenue did they find your services through?
- Do their needs relate to their services? How?
- What is their budget?
- Ways that you can ease their worries and put their mind at rest?
Create An Ideal Client Avatar For LinkedIn Today
An ideal client avatar for LinkedIn enables you to have a clearer understanding on what your potential future clients will look like. It allows you to be more informed with any decisions you make when marketing either yourself or your business via LinkedIn.
Rather than just creating one avatar, try to come up with around four or five. This will allow you to cover a diverse range of possible clients. They don’t have to be perfect, but the more information you can include, the clearer you’ll be on who you are trying to reach.