For any marketing or sales channel, the first and major step you MUST do to get any results is doing marketing research and really understand who your prospect is. This step is integral especially for a webinar so you are comfortable and confident on who are you going to have a conversation with on your webinar.
So how do you find the Avatar for your webinar? Your “Ideal Client”?…
Be as specific as possible. The most common error I see happening is not getting enough into specifics and leave it generic at something like “males, between 25-40, with a job”.
I recommend you create and fill an “Avatar Profile” sheet for every webinar and for every webinar campaign, then each time you need to write some marketing material, take a look at it first. Download that here.
One thing I always do is give a name and add a real photo to make the Avatar even more real to me.
Start by building a list of Demographic Characteristics, like: age, gender, marital status, income level, job, location, company title, company number of employees…
There’s 4 distinct Avatar Attributes to outline:
If you are starting out in your business you may need to do some assumptions in some parts, but try to do surveys, read posts on forums, join groups, etc to research your ideal client and get as many insights as possible.
Step 1- Goals and Values
Let’s say for example we have a male, x age, running a family owned business, local business, 2-3 employees, attends local events, etc and has the goal to create a better website and brand experience for the prospects and customers. His values include creating the best local business in his area and decrease prices to give better value to customers but needs volume to be able to do that.
Step 2 – Challenges and Pains
Staying with the same example, Challenges could be related to time, business owners that don’t have time to build their own website; or don’t know how to build a website or even technically how to do it; or if they have the finances enough for a big agency so looking for a small local agency.
Pain points can be that they are losing sales for not having a optimized and responsive website for instance.
Step 3: Sources of Information
Think of areas where these people will be congregating or meeting, like business owners meetings, local events their business is sponsoring, galas, chamber of commerce, speakers at different events, city blogs or magazines…
Step 4: Purchase Process
For this we want to outline the Objections to the sale that a lot of people will have and their role on the process of sales.
In our example, the local small business owner will have his hands all over the project and will want to know upfront the costs etc. He will be there from the begin asking the questions and will be at the end to receive the website.
Some of his objections will be financial, like how much? Is this right for me? Is this too high or too low?
But also, How do I know your work will be good? Have you worked with other local businesses like mine? In my niche/industry?
By listing all the objections, we know the questions we need to hit on and make sure our presentation nails it.
Specificity is key.
Create the exact picture of this person. Take the time to do it.
The more specific the better. Your conversion will change.
Keep asking: Where does that avatar hang out online? Where can we find them?
We can join those places and communities and monitor the conversations and see the issues and problems that pop up. This is especially important if you aren’t part of your avatar or have a new business or market.
A lot of times in our business we have different segments so we really need to understand the challenges they face. In this case, you will need to outline customer pain points and build multiple avatars for the different segments.
Put yourself in the mind of that client, what is his/her average day like?…
What are your customer avatars fears?…
What are they overwhelmed with? For example too many marketing contacts so enable to figure out who they should buy from? Or no time at all to focus on building their business? Or giving control over something?
What do they believe? Maybe regarding control of each project, that things will not work out if they give away some control over the website they want for instance…
The more you understand their mindset, the easier will be to ‘talk’ with them.
For instance you may need to do your webinar later in the day to catch their attention because they are super busy all day long. Or at end of the month when they check their business numbers and see how much they need lead generation in their business so you will connect easier with their fears.
Again, remember and outline the objections the customer will face for your product.
Primary objections can be:
– will this work for me?
– regarding pricing
– is this the right time?
– are you credible to provide this?
A good way to think of this is asking yourself, why would your customer avatar choose not to buy your product?
For example, maybe he will not buy a website because he thinks you don’t have experience in his niche…
One great place to research and find the real pain points is Facebook groups. Join some groups and spend some time there. Ask questions!
Marketing is all about talking to the right person with the right message at the right time – so go on get specific on your messaging.