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So, you’ve created your ICA. What’s next?

By now, you’ve probably created your ideal customer avatar (ICA). As a result, you have a better understanding of your ideal customer’s preferences, behaviour, and needs. Now, it’s time to leverage your ICAs to make better, more informed business and marketing decisions.

Marketing is all about speaking to the right people at the right place at the right time. It’s important to create targeted marketing messages rather than broad, generic ones. Personalized messages that address your ideal customers’ specific pain points instil faith that you get them and can help.

For example, say you develop nutrition plans for toddlers. Nutrition is really broad. What aspect of nutrition for children does your target audience, in this case working parents, struggle with the most? When creating an ICA, you may have conducted online surveys that reveal the biggest pain point for parents nowadays is the lack of time to prepare nutritious meals for their kids. Once you realize this, you can tweak your marketing messages to focus on quick and healthy meal plans for parents as opposed to more time-consuming alternatives. These sorts of informed strategies tend to yield better results.

Plus, it’s also important to advertise on the right platforms at the right time. Based on your ICA, you’ll know which social media platforms your ideal customer is most active on and at what time of day. Advertise accordingly to get the most number of eyeballs on your marketing campaign!

Your market research would have also unveiled common questions your ideal customer tends to have. Create content to answer their questions in the form of blog posts or social media posts. That way, when your ideal customers turn to the Internet for answers, they could come across your website or social media page. When you provide your ideal customers value in this way, their trust in your brand starts to grow, and they’re more likely to invest in the products or services you have to offer.

Last but not least, once you create your ICA, you need to refine your products to better meet your customers’ needs. For instance, say you sell hard copy planners for women and through your research, you discover the modern working woman is usually on the go and prefers digital planners. You may want to focus more on developing and marketing your digital range of planners for this target demographic.

It’s time to leverage your ICA, friends!

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