How creating marketing audience personas or avatars can lead to more effective social media and marketing content
I don’t know about you, but I feel like the marketing and social media space is shifting daily. What works one day, won’t the next. What you spent hours on fails but a hastily thrown-together Instagram Reel could get a hundred thousand views. It feels impossible to predict!
Is it possible to predict what your customers are thinking or feeling? I’ve said it before, but the best tool you have at your disposal is empathy. Really understanding your customers or clients’ pain points or wants or needs - pertaining to your products or services or in that general space.
Now, while I’m not a fan of creating overcomplicated, set-in-stone marketing avatars, I do believe that taking the time to understand and develop the characteristics and personas of your ideal audience can be your secret weapon in creating purposeful and successful marketing content.
Here are a few reasons why you should do the work to create your marketing audience personas / avatars:
Creating content that genuinely resonates with your audience is key to driving engagement. When you know exactly who your audiences are, you can tailor your messaging to their interests, needs, and pain points. This relevance and your perceived understanding of your audience will encourage likes, shares, comments, and other forms of engagement that can boost your visibility and brand awareness.
On the topic of visibility and brand awareness, you should know that by speaking directly to the people most likely to be interested in your products or services, you increase the chances of your content being seen and shared. This organic reach is invaluable in building a strong brand presence online.
If you understand your audiences, you can connect with them more deeply. By addressing their specific challenges and offering solutions that resonate with them for results, price, value etc, you will find they trust you more quickly to deliver - you must deliver on your promises though. Trust encourages loyalty, repeat business and recommendations.
Clear marketing personas or avatars will help you focus your messaging. You can imagine you are talking to just one customer and know that what you say will resonate with many. Humans are cool like that - we think we are unique but we do share a lot of the same thoughts, habits and practices.
To stand out from your competitors, you must demonstrate that your products and services offer more value than the rest. Sometimes that value is financial, sometimes it’s brand perception, the fact that you’re family-owned, quality or even the fact that you offer free shipping. Not everyone is price-driven. If you know your customers, you’ll know which buttons to push.
Less waste! Wasting time, energy, resources, money - no one wants that. With a more targeted focus on your existing or target audiences, you can reduce the stressing and guessing about what to say, when and where.
I firmly believe that when your audiences feel understood and when you speak directly to their concept of value, you will build stronger, deeper connections that will lead to more sales, more recommendations and more engagement - depending on what your intention is.
Ready to get started?
To help you create your unique customer audience personas or marketing avatars, I’ve created a free workbook that walks you through the process of defining your target audiences. Download it today and start creating content that truly resonates with your audience. I’m not going to lie, you’ll have to do some work, but by taking the time to understand your audience, you'll be well on your way to creating more engaging, effective, and successful marketing content.
❤️ Hi I’m Erika ✌️
I’m a marketing specialist with a BA in Media and Comms, Masters of Marketing, Certificate in CX (Customer Experience) and 28 years marketing experience.
I’m well-placed to help you navigate the sometimes overwhelming world of marketing and social media. I work with you one-on-one or create fun and action-oriented workshops and webinars for groups, organisations and businesses.
Book a free discovery call with me below or simply email me to get the conversation started.
