How to create a Foundation Of A Successful Marketing Campaign
Good communication is the foundation of a successful marketing campaign, because isn’t marketing all about communication?
Eh…yes it is!
But you have to understand that not every product is meant for everybody. What I mean by that is when you are promoting Weight loss products and you start to communicate, (read promote) this product into the world of Crossfit fanatics, you probably won’t make any sales.
Don’t you think so? Right..
What I’m trying to tell you is that before you start to promote your product in order to run a successful marketing campaign, you have to know who your perfect customer is.
Also known as your Customer Avatar.
A great and easy to use tool is the “Empathy Map”
The Empathy Map
A successful marketing campaign is all about knowing everything of audience:
people who are searching for your products or services.
The empathy map is the way to do your research, to learn WHO to talk to in your
The face in the middle is your avatar (who you are talking to: your ideal customer)
and if you want to run a successful marketing campaign,
you have to be very clear who this person is.
You want to know:
What they think or feel, like:
- What really counts
- Their major preoccupations, worries and aspirations
What do they see, like
- Their environment
- Their friends
- Or what the market offers
What do they Say and Do, like
- Their attitude in public
- Their appearance and behavior towards others
What do they Hear, like
- What their friends say
- What their boss says
- What all the other people of influence say
What is their Pain, like
What is it they want to gain, like
- What are their wants and needs
- What is their measures of success
- What obstacles they want to overcome
Take a big piece of paper and make a drawing just like this and start to write down in short terms all the answers.
Lets go over this together in three simple steps
Step 1: Figuring Out Your Customer’s Avatar, your perfect customer
Think about your business and ask yourself “who were my best customers I ever had?”
You know, those ideal and perfect customers that bought everything you had to offer.
With that clear picture in your head, answer the following questions below.
But you have to make sure that you get really specific, because you want to be able to complete that drawing you where creating.
- Who is your best customer?
- Where do they live / where are they located?
- Are they male or female?
- What do they look like? (are they overweight, thin, long hair, balding, what kind of clothes do they wear.. get very specific)
- What’s the average age?
- What’s their occupation?
- What kind of car do they drive
- are they house owners
- What are some other identifying traits?
– Entertainment, Books, Movies, Magazines, TV
– Political Views
– Having Fun, Food, Drinks, Vacations
Some questions may be difficult to answer but later in this article I’ll go deeper into this subject. And I will show you an awesome tool.
You want to have a clear picture of your ideal customer, because then you know how to talk to them and connect with them.
Step 2:Understanding Your Market so you can Message Market Match
Now that you have completed step number one and have now a clear picture of your perfect customer, lts go a little deeper into your own market and the reasons why these customers are buying.
Ask yourself these questions.
- What’s your customers biggest desire?
Example: you are a chiropractor. Your customers biggest desire is to be pain free
- What is their Problem?
Example: The customer has visited many acupuncturists and no one’s been able to help them. They spent tons of money for little pain relief.
- What do you have to offer them
Example: Giving the customer guaranteed pain relief on a No cure No pay base.
The customer feels confident you can help them and will use you services.
Take your time to answer these question, write them down. And repeat this process in different scenarios.
You know the saying “There are more roads, leading to Rome”
Just by writing down these answers, you’ll probably uncover improvements you can make right away to your pitch, product or service.
Step 3: Review Your Marketing strategies.
Review your marketing and make sure they match your perfect customer, your avatar.
Take a quick look at the following list and keep asking yourself this question, “does this lay-out match the desires from my customer avatar? It should get you to think about all the items that may have your business name on it that needs reviewing:
- Business Cards
- Direct Mail like,cpostcards, letters, thank you notes
- Your website or blog
- Your email signature
- Your videos on youtube
- The keywords you are using. (your website may be ranking for the wrong customer keywords)
- Clothing (personalized shirts, attire)
- Car Magnets
- Facebook Fan Pages
- Pay Per Click
- Leave behinds
- Phone scripts
And I think I can go on and on like this, but you get the picture. Don’t you?
So, now that you have completed step number 1, 2 and 3
- You now know who your ideal customer is
- You are understanding your market
- Your marketing is now laser targeted to your ideal customer
As I said before in Step #1 I would go deeper into “ways to get to know your avatar”
You can’t always answer the questions. Some markets have a broader audience.
Before you watch the video below, let go over some ideas together.
Let’s say you are in the healthy food products space.
The first you do is Google “Health Food Magazine”
Now you will utilize all those Magazines as Target Interests
Watch the training video below and discover how you can use these “terms” properly to build your Customer Avatar.
Did you learn from the video? Do you now know how your perfect customer is?
Let us know in the comment box below.
Looking forward to connect with you!