Jan 30 in General discussion
I think avatars are dumb
...well, I used to think avatars were dumb until I accidentally used them to define a content strategy for a real estate agent client of mine.
Rewind...there are several terms that marketers use interchangeably for their ideal customers, Avatars, personas, customer profiles, etc. These are detailed, fictional concepts of what the behaviors, interests, and background might be for someone who would hire you or buy your product or service, and doing them always seemed like a waste of time.
My client explained that she was posting beautiful video walkthroughs of expensive homes and listing their impressive stats but wasn't getting the kind of response she hoped for.
After speaking with her about her clientele, she shared that a lot of people needing more information were from California. We outlined the questions she was getting from her Las Vegas leads vs. her California leads, and boom, we realized that although everyone wanted to see the house and know the stats, the out-of-town customers wanted to learn more about the community. I know that sounds oversimplified, but hear me out.
You see, when you say Southern Highlands or The Ridges to someone who lives in Las Vegas, we understand much of the neighborhood right away. But for the out-of-town client, they want to know about the house AND the school district, the churches, and where the closest Costco is...so there they were...our avatars (or at least part of the information for them).
This defined our social media and email content strategy. The information that we articulated allowed us use specific marketing tactics to get better results.
We hyper-targeted potential buyers by geo-fencing upscale areas in California. Then, we promoted content to these avatars that shared what they could expect in these neighborhoods beyond Las Vegas Blvd. We became a resource for detailed information on those communities, emailing and posting content regularly so they felt like they also knew the neighborhoods.
Developing your avatars will help define your marketing, so think about who you currently serve and who you want to serve, and then let the marketing begin...
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I think avatars are dumb
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