The Silver Linings Group is a small, close-knit team that is hugely dedicated to making a difference for your brand. With a focus on strategic digital marketing, we help our clients reach potential customers through relationship building, providing value, and being authentic to who they are.
If you’re an entrepreneur or small business owner, you likely understand that marketing is essential for a sustainable and profitable business. But before we can dive into the nitty-gritty of marketing strategy, you need to have one thing in mind: an Ideal Client Avatar (ICA).
An ICA is a fictitious representation of your ideal client. This describes the type of person that you want to purchase your products or services. Your ICA has the same needs, pain points, and wants, as the customer you want to serve.
Getting crystal clear on your ICA helps you narrow down your marketing efforts. Unless you have a massive marketing budget, there’s no way that you can serve everyone. Getting really specific on the type of individual you want to serve allows you to streamline your marketing strategies to really target these individuals.
So, if you’re ready, here’s…
This is typically the easiest part. List out your ICA’s demographics (age, sex, education level, income level, marital status, occupation, religion, etc). If you’ve been running your side hustle or small business for a while, you probably have a clear understanding of the clients that are typically drawn to your business.
After you have a basic understanding of your ICA, it’s time to dive a little deeper into their psyche. This gets complicated, but ask yourself what your client avatar’s values, attitudes, interests, and lifestyles are.
Get very specific about their goals, values, and motivations. For example, maybe they want to adopt a healthy lifestyle because they value time spent with family and want to be around for as long as they can be.
Outlining these more in-depth characteristics will help you get to the core of what drives your ideal clients. From there, you can create your marketing materials to speak specifically to these values.
After you have this basic understanding of your Ideal Client Avatar, it’s time to dig into their challenges and pain points. Stick to things that your business can solve but don’t be afraid to dive into some potentially deeper fears behind their struggles.
Visualize your ideal client avatar discovering your product or service. How are they coming across your business? What were they looking for before they came across it? What sources were they searching for information through? What was your ICA thinking of or feeling before they purchased your product or service?
Take the time to visualize and flesh out this process. It will help you brainstorm funnels and effective marketing strategies to implement down the line.
Don’t overlook this essential part of creating an Ideal Client Avatar! In order for you to make a sale, you have to understand what your client might also potentially object to in your business. Take the time to identify why your ideal client wouldn’t want to work with you at this point in time. Reflecting on this question can help you better anticipate objections through effective marketing copy.
Having an Ideal Client Avatar (ICA) is essential for any small business. In order for you to create a profitable business, you have to know who you’re selling to.
Now that you’ve created your ICA, it’s time to put together a marketing plan to help you grow and scale your business. For an in-depth look at taking your business or side hustle to the next level, check out our intensive coaching program–Side Hustler to CEO!
This program will walk you through the ins and outs of entrepreneurship, marketing, social media strategy, and creating a sustainable, long-term plan for your business. You’ll gain access to one-on-one coaching where you’ll be able to dive into specific questions for your business and access to our online community for accountability and troubleshooting.
Join our waitlist to be the first to hear when it reopens!