Why it’s important to understand our client’s pain points
Creating content that your audience relates to is critical for capturing that elusive “engagement” that we all desire.
Performing the Avatar Study is a critical step in identifying our ideal client avatar’s painpoints. And as the industry expert who has the answers your audience craves, it’s important to speak their language. You may know the solution in it’s formal format, but if your audience doesn’t know that language, you’ll miss an opportunity.
As has been said many times, “it’s not about you, it’s about them.” Using your audience’s words and phrases, even if they seem a little informal or casual to you the expert, can make all the difference in relating to your target market.
How do you know what your clients are talking about now?
There are several methods to use that can help you identify the language your ideal client avatar is using. Here’s two easy ideas to get you started.
1. Google alerts is a free tool that tracks topics and trends. You set the search topics, the frequency of the alert notifications, and Google does the rest. As an example, I’m very interested in Agritourism. I have an alert set to notify me via email (I choose the daily digest notification) when content related to Agritourism hits the internet. Learn more about Google Alerts here.
2. Follow hashtags on Instagram. Assuming your ideal client avatar is using Instagram, this is a super easy way to find out what they’re talking about. In addition to receiving a daily email about the Agritourism industry from my Google alert, I also follow #agritourism on Instagram, which offers me more insight on that audience. I can see the other hashtags they use, follow them, connect with them, and create content that speaks to them.
A recap of the Avatar Series:
we’ve determined what is an Ideal Client Avatar, how to perform an Avatar study, sorted out where they’re spending time online, and how to monitor our Avatar’s language, pain points, topics and trends.