Are you wondering how to connect with your ideal customer? If you’re feeling confused about what platforms to advertise on, what content to create, and when to post, then it’s time to create your ideal customer avatar (ICA).

ICA is a popular buzzword in marketing nowadays and for good reason! It’s an important tool that helps you communicate effectively with your target audience. ICA is a detailed profile of your ideal customer. When you create your ICA, you’re basically creating a fictional character that shares the traits, problems, and pain points of your target audience to better understand their needs and behaviour.

Some businesses don’t bother with an ICA. Instead, they try to sell to everyone without a specific target audience in mind. The problem with this approach is that when you try to target everyone, you ultimately target no one. When it comes to marketing, nobody likes generic ads or messages that don’t relate to the specific issues that they face.

When you know your ideal customer, you are better able to understand their pain points and create content, marketing messages, and products that speak to them. Plus, understanding your ideal customer will allow you to choose the right marketing channels to communicate your products and services.

For example, if your target audience is young female twentysomethings, platforms such as Instagram could be a good way to reach out to them. Alternatively, if your target audience is professional thirtysomethings, platforms such as LinkedIn are likely a better way to reach out to your potential customers.

Next week, we’ll dive deeper into the specific steps involved in creating your ICA. Invest a little time to better understand your ideal customer and your business will reap the rewards!