Learn More Earn More Business Growth Podcast
Host: Brian Webb
Episode 7: How To Create The Perfect Ideal Customer Avatar To Grow Your Business
RESOURCES & HELPFUL LINKS
Before we jump into today's episode, I want to quickly share a very special promotion we have going on here at Whatbox Digital. It's been said that the best time to plant a tree was 20 years ago. The second best time is today. Having an executing and effective marketing plan for growing your business is no different. Between now and June 30th, 2021, we're offering a $1,600 discount on our Marketing Strategy Playbook consultation.
Normally priced at $6,500, which is still well worth it. You can allow our team to help you stop wasting money on marketing that's not working and give you a new plan for growing your business for just $4,900. If you're catching this episode after June 30th, 2021, this is still a worthwhile investment that will generate a return for you and your business. I provide more details later in this episode.
I strongly urge you to stop waiting and start growing your business and revenue with proven marketing strategies that actually work.
TRANSCRIPT: Brian Webb: Before we jump into today's episode, I want to quickly share a very special promotion we have going on here at Whatbox Digital. It's been said that the best time to plant a tree was 20 years ago. The second best time is today. Having and executing an effective marketing plan for growing your business is no different. Between now and June 30th, 2021, we're offering a $1,600 discount on our marketing strategy playbook consultation. Normally priced at $6,500, which is still well worth it, you can allow our team to help you stop wasting money on marketing that's not working and give you a new plan for growing your business for just $4,900. If you're catching this episode after June 30th, 2021, this is still a worthwhile investment that will generate a return for you and your business. I provide more details later in this episode. I strongly urge you to stop waiting and start growing your business and revenue with proven marketing strategies that actually work. Again, I share more details later in the episode. But for now, we'll jump into the show.
Brian Webb: Hey there, everyone. Welcome to the Learn More Earn More Business Growth Podcast. I'm your host, Brian Webb. This podcast is your premier place to learn the frameworks, secrets, and growth hacks to grow and scale your business and revenue faster. Whether you're an aspiring entrepreneur or a thriving business owner, this podcast is designed and produced just for you so you can learn from the best industry experts in the world. I'll bring you exclusive interviews with authors, thought leaders, and successful business titans who share their stories and business journeys so we can draw insights and learn from their successes and struggles together. As you're working on growing your business and pursuing your dreams, I'll be here to help you make better decisions and avoid costly pitfalls and expensive mistakes along the way. And we'll have some fun in the process. So let's go ahead and jump into today's episode.
Brian Webb: Hey everyone, welcome to the show today. And today's show is titled How to Create the Perfect Ideal Customer Avatar. And as I even jump into today's show, I think of a lot of the business owners, business leaders that I get to work with as a marketing coach, a marketing consultant here at Whatbox Digital. I work with clients across a huge range of industry sectors. And a lot of times when I'm dealing with business leaders, High-D, high driven personalities, and we start talking about this thing called an ICA, or an ideal customer avatar, it feels like they're jumping into the weeds. It feels like it's marketing speak. It feels like something that almost might even seem like an unnecessary step, or an unnecessary thing to even understand for that matter. With the leaders that I work with, a lot of times the mentality, and I understand it, by the way, I'm extremely empathetic towards this, but it's a give me the baby, I don't want the labor pains.
Brian Webb: But in this case, if you don't understand why it's important to actually create ideal customer avatars for your marketing department, for your sales team, then you're going to have a lot of problems that you wouldn't have to deal with if you actually had well-defined ICAs or ideal customer avatars. So today's episode is just that, how to create the perfect ideal customer avatar for you and your business. But first. It seems like a great idea to talk about the benefits. And it could be either the benefits or the cost, the benefits of if you do it, the cost to you and your business if you don't have well-defined ideal customer avatars for your prospects. One reason, one huge benefit to understand your ideal customer avatar is you learn where to target your prospects. So for example, if your ideal customer avatar is vice presidents of oil and gas businesses, you're probably not going to want to actually do cold audience targeting on Facebook, on Instagram.
Brian Webb: On the other hand, if your ideal customer avatar is more in the B2C space. So let's just say, for example, you sell makeup products and your perfect target is girls ages 13 through 18-years-old, LinkedIn would be a terrible place to go and target them. Facebook, Instagram, TikTok, and other platforms like Snapchat, for example, might be absolutely the perfect place to go and target them. So one reason to understand who your ideal customer avatar is, and by the way, you probably have numerous ideal customer avatars, we'll talk about that in a minute, but the second reason that you want to understand who your ideal customer avatars are is how you communicate with them. And I'm going to give you a very specific example. I have worked with a client that makes specific parts that can be used on bicycles. Now, actually, these parts can be used across a variety of usages, but they really wanted to jump into the bicycle space. Now, this is an example where it's one part, one sector.
Brian Webb: And yet, with that one part, that one sector, we still ended up with three different ideal customer avatars. Let me explain. Ideal customer avatar number one, the avid cyclist. Avatar number two, bicycle shop owners. Ideal avatar number three, mechanics that work inside of these bicycle shops. Now again, one product, one industry sector, and a very niche sector at that. But the reason that we wanted to know all three of those avatars is, again, how do we communicate? So for example, how do we communicate to you if you're the triathlete if you are an avid cyclist, right? Well the way that you're probably going to be making your decision, at least per our dialogue with this client, is prestige. This part one way or the other probably isn't going to have a huge difference on your performance. But if you're the guy or the girl that spends 3,000, $4,000 for your bike and this is your hobby, this is your passion and you're a triathlete, you're going to want to be able to tell all your friends that you have the very, very best, the most premium parts on your bike.
Brian Webb: Now, if you're the bicycle shop owner, it all comes down to profit, what's going to bring more customers into the store. But if you're the bicycle shop mechanic, it's all about what makes your customers the most happy? The people who bring in their bicycles to be worked on, to be tuned up, what's going to make their customers happy? Now, one part, one industry bicycle shop owner, bicycle shop mechanic, an avid cyclist. And yet, if we ran one ad that just says, "Buy our parts for your bicycles," that would have been an absolute colossal waste of money and a waste of time. Your conversion rates would be super, super low. Your cost per click would be about as high as it can possibly be because we're not trying to relate to each of these three people. Again, one product, one industry niche. But we've got to know how to talk to each one of these avatars inside this particular industry niche. So what I want to do with you today is take you through the process that we use with our top paying clients here at Whatbox Digital.
Brian Webb: And by the way, at the end of this episode, I'm going to actually share a tool that you can use for free that takes you and your business through the exact same process that we use with our clients. Here's our process. Here are the questions that we want to go through and define. We'll get back to the show in just a moment, but first, a quick word from our sponsor, Whatbox Digital. Do you want to grow and scale your business better and faster, make fewer mistakes and stop wasting money on marketing that does not work? I already know that you do. Like so many others, you're tired of relying on a failed hope marketing system. Hope marketing is when we spend valuable time and money on marketing and we hope that it works. You've worked so hard to get where you are and like most business owners and leaders, you're frustrated with wasting money on marketing that doesn't work. You've thrown tons of money towards marketing mistakes and failures and you wish you could get all of that money back, but you can't.
Brian Webb: By failing to take ownership of your marketing problems and pivot to proven marketing systems that actually work, you're going to lose potentially hundreds or thousands of customers and millions of dollars to your competitors. When you don't have a reliable system for generating leads and acquiring new customers, then you're doomed to suffer from industry downturns, lumpy cash flow, and ultimately, higher stress. It pains me to watch business owners and entrepreneurs suffer from relying on hope and bad advice that simply doesn't work. I've had the privilege of owning and leading a successful marketing agency here in the Greater Houston metroplex for over 17 years. And having worked in over 60 industry verticals, I've led my team and clients to achieve business growth and collectively tens of millions of dollars in new revenue opportunities time and time again. And that's exactly what I want to do for you.
Brian Webb: Our marketing strategy playbook consultation allows us to do just that. Typically, in just four weeks or less, we'll take you through our three-step process that will open your eyes to the readily available growth opportunities you need, want, and deserve. First, we'll schedule a discovery meeting where we will ask you a series of questions about the current state of your business and your revenue growth goals for the next 12 to 36 months. Second, our team goes away and does the necessary research on where the best places are to hyper-target your ideal customers so that you don't unnecessarily waste money on marketing or advertising in the wrong places. And last, we schedule a strategy meeting with you and your team. This is where we'll present you with a customized marketing strategy playbook to help you grow your business. We'll present the data from our research and guide you to make better marketing decisions moving forward.
Brian Webb: And here's the special offer, our digital marketing strategy playbook typically sells for $6,500, which is a great deal because it's worth every penny. But if you get started between now and the end of June 2021, we'll discount this fee by $1,600, bringing the price down to just $4,900. That's a huge saving and I promise this consultation will help you to know you're making smarter marketing decisions that will actually work and help you grow your business. Again, this $1,600 discount is only valid between now and the end of June 2021. To work with us, simply go to whatboxplaybook.com and give us your information. A friendly rep from our office will reach out to you to answer your questions and help you get started. It's that easy. Again, just go to whatboxplaybook.com and give us your info, or you can text the word, "Playbook," to 832-324-2432, and you'll be on the way to making better and smarter marketing decisions that will actually help you grow your business more effectively.
Brian Webb: Imagine a life where you'll never have to worry about generating leads and acquiring new customers ever again. Don't waste another day or another dollar on failing hope marketing strategies that don't work. Go to whatboxplaybook.com, or text the word, "Playbook," to 832-324-2432 to take advantage of this promotional offer. It will save you $1,600 on the consultation and it will save you a fortune on the money you're likely wasting right now on marketing that's doing nothing to grow your business. If you want to grow and scale your business better and faster and with fewer mistakes, you're in the right place. Let's get started today right now. So what I want to do with you today is take you through the process that we use with our top paying clients here at Whatbox Digital. And by the way, at the end of this episode, I'm going to actually share a tool that you can use for free that takes you and your business through the exact same process that we use with our clients.
Brian Webb: Here's our process. Here are the questions that we want to go through and define. And I'll share with you why these questions are here throughout the process, or why we use these specific questions. One, name your avatar. So for example, for the client that I referenced, one of their avatars we named Avid Cyclist Aaron. Another one, Bicycle Shop Mechanic Michael. Now, the goal isn't to be clever, the goal is to give these avatars a name so that from now on when you're having conversations around marketing campaigns, email campaigns, social media campaigns, paid advertising campaigns, you know exactly who you are trying to connect with and to communicate with. So that's why you give your avatar a name. This is for your own internal reference only. This will never show up in the public's eye, this is just for you and your team.
Brian Webb: One of the other questions that we always encourage our clients to really think about is what is the potential revenue or value of a small customer or client, a medium or a large, or even a whale-sized customer or client? If you find that you have 12, 15, 18 different avatars, this might help you to actually prioritize who you're going to allocate the most time resources and the most advertising spend or budget resources. So again, if you've got 18, 20 narrows that down, prioritize by who's going to have the most value for your business the most quickly. In what industry does this ICA, again, ideal customer avatar, work? And by the way, be as specific as possible. What are the job titles for this particular ideal customer avatar? And sometimes, there are many. So for example, if you make products in the oil and gas sector, it could be that presidents, vice presidents, and C-suite executives all count.
Brian Webb: And by the way, once you understand what titles to go after specifically in the B2B space, there are some powerful targeting parameters that you can use on LinkedIn to really, really narrow in and focus on the titles that you want to go for or target inside of your ICA. How is their job performance measured? Now, this might seem like an odd one, but the reason that you might want to know this is because if your product or service can help them to do something that will enable them to perform better in their job performance for their organization, then that might be something that shapes how you communicate with them. What are the top three to five problems or frustrations this ICA experiences on their job on an ongoing basis? This is a big one. And I'm going to give you a great case study for this one. When you understand what problems they face, you can speak into those problems sometimes if your product or service isn't even the solution to those problems.
Brian Webb: Let me give you an example. We worked with a leading disaster restoration company here in the Houston metroplex. And when we helped them work through this whole ICA process, we were visiting on what are some of the biggest problems they had. And one of the answers that came up was they want to grow their book of business, right? These are business owners, they're entrepreneurs. So this is a disaster restoration company. So the only reason you need them is if there is a disaster, fire, flood, mold, right? But if you're trying to get more general adjusters to do business with you as a disaster restoration company, anything that you can do to help them grow their business is likely going to make them more loyal to you than other disaster restoration companies that don't do this. So again, understanding what their top frustrations or challenges are can be very helpful in how you communicate.
Brian Webb: Typically, what's the number of employees for the organization of this ICA? So for example, if the typical number of employees is 13 people, that's going to affect how we go and target them in a campaign than if there are 30,000 people. That's going to be a completely different strategy altogether. What are the known goals for this ICA? What are the job responsibilities for this avatar? Where does this persona gain new information for his or her job? So for example, if there is a specific LinkedIn group, or there are specific blogs or YouTube channels, where they go to stay up to date and be relevant inside of what they do for their company or their business, then these might be targeting channels for you. It can really inform where you spend your advertising dollars. What are some of the top websites this ICA visits regularly? What are the Facebook or LinkedIn groups they like to engage with and belong to? What hashtags does this ICA follow on Instagram?
Brian Webb: And I could really go into the weeds on this one because we work with many clients who just assume that their clients aren't even on Instagram. And then when we go to hashtag research and show them how many people are actually posting content in their industry, and sometimes even with a small niche of their industry, they can't believe it. Tens of thousands, hundreds of thousands. Who are the influencers that this ICA tends to follow online? What podcasts do they listen to and subscribe to? What blogs do they read? What YouTube channels do they follow and why? What keywords does this ICA use to search on Google for the services and products that you provide? Now, this one is probably obvious, right? If you're going to be doing some Google pay-per-click advertising, obviously it's going to be crucial. Super important to understand where you want to be showing up and where you don't. By the way, a great example, if you are in the IT space, at least at one point, number one, keyword long-tail search phrase that was used was, "I hate my computer," but it's not what you might've thought.
Brian Webb: You might've thought I'm looking for a computer specialist, or IT company, or servers or network. But no, it was, "I hate my computer." So understanding what this is, again, really informs where you allocate ad spend and how you set up your targeting parameters. And the last couple of questions we try to help our clients walk through are what are the known ways this avatar typically communicates and interacts with vendors? And the catch-all at the end, what else needs to be known about this avatar that wasn't covered in the questions above, right? And sometimes, you'd be surprised what that can be. Sometimes, it's our avatar is an extremely low-tech savvy avatar. There's actually a variety of things that can come out here. But when you go through the process of really understanding and narrowing in who your ideal customer avatar is, or who they are, you're going to waste way less money on advertising that wasn't going to work to begin with because you were being overly broad.
Brian Webb: You're going to increase your conversion rates. So conversion rate can be adding a product to a shopping cart. A conversion rate can just be clicking through to the ad to arrive on a landing page. If they do arrive at a landing page, they might be pixeled so that you can now do retargeting to them, actually re-target messaging to them over an extended period of time. Conversion rate might be collecting an email address in exchange for something valuable. There's all kinds of conversions, but you're going to increase your conversion rates, decrease your cost per acquisition for new customers and you're just going to be overall much more efficient at not only finding and connecting and reaching your ideal customer but connecting with them more effectively in a way that actually makes them want to engage with your messaging, with your paid ads, with your organic social posting, with your email blast that you're doing, your email marketing.
Brian Webb: So if you're willing to take the step with your team and go through and define your ideal customer avatars, there's a lot of benefits. There's a lot of pain you can avoid and a lot of benefits that you can gain just by being willing to walk through this process. So if you want to use the tool, we have a free tool here at Whatbox Digital that you can use. Just go to whatboxdigital.com/avatar, and basically provide a little bit of info. And when I say a little bit of info, I'm talking your first name, your email address. And that's just so that we can send you back the results from your ideal customer avatar survey that you've taken the time to fill out. So just go to whatboxdigital.com/avatar, feel free to use the tool as many times as you want. It's completely free. It's just our way of trying to be helpful to you. And I know it's going to make a difference in your business. And I can't wait to see you here on the next show.
Brian Webb: Thanks for joining me today and listening to this episode of the Learn More Earn More Business Growth Podcast. We can be found on all the major platforms like Apple Podcasts, Google Play, Spotify, Pandora, Stitcher, and even Amazon music. I genuinely hope you enjoyed today's episode. And if you did, I'd be honored if you subscribe to the show and leave us a rating and an honest review. I'd love to connect with you on Instagram. You can find me @BrianWebb, and the show's sponsor, Whatbox Digital, can be found, as you might guess, @whatboxdigital. You can also find me in Whatbox Digital on Facebook and LinkedIn with the links in the show notes. This will allow you to stay up to date and never miss out on exciting new announcements, events, special offers, and opportunities. And you'll be in the know when we drop a new episode of the Learn More Earn More Business Growth Podcast. Brian Webb: And if you'd like to send me a DM on Instagram to say hello, or share your thoughts on how we can make this podcast even better for you, I'd love to hear from you. Again, thanks for listening. Let's go and grow together. I'll see you on the next episode.________________________________
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