Before initiating any marketing campaign, there is an important preliminary step that is often forgotten: Market Research: Identifying your Ideal Customer.
While you don’t have to be a data analyst or statistical mastermind, it is incredibly important to fundamentally understand your AVATAR.
An Avatar, also known as your ideal customer, “focuses on one person and outlines everything about them. It goes into much greater depth than a regular marketing persona, providing marketers with many more targeting tools.”
There are 5 things you MUST understand about your avatar before creating a marketing strategy that will generate the best return on investment.
1) WHERE are you?
Your location will determine, quite literally, where to advertise. Since we can set up a radius around your school, understanding your own area is paramount to your success.
If a radius is too big, marketing efforts will be in vain. With the wrong radius, your hard-earned leads will likely live too far to commit to your school. If they don’t commit, you don’t have a new student walking in your door. That’s marketing efforts you don’t want to waste.
Along with that imperative information, This is also important for pricing as well. You are much likely to be able to sell a higher-ticket item in Los Angeles because of supply and demand in combination with a higher cost of living.
2) WHO you are trying to attract?
Another fundamental question that school owners often forget when marketing. While it is true that the more students, the better, not every ad will appeal to every person.
For that reason, it is important to understand your ideal customer- who they are, what they like, what they value, etc.
By learning and being aware of who your ideal customer is- you can advertise and target them better.
For example, say most of your students’ mothers are enrolling their children. Then when composing ads, you would have a higher chance of getting signups by designing ads that are appealing to moms.
By directly marketing to WHO you want to attract, you gained more loyal customers easier. If you are looking to dive deeper into who your ideal customer is, check out Einstien Marketer’s free template on how to build a detailed customer profile here.
3) WHAT does your ideal customer need?
Whether it’s just an after-school activity or a complete transformation of their child, you want to cater to what your ideal customer needs.
If your ideal customer doesn’t value what you are offering, then they aren’t going to buy. If they don’t buy, there is no business.
Which brings us to our next point…
4) WHY do they need it?
Now that you know who your ideal customer is and what it is they want, it is now time to dig deeper. WHY do they need your service?
Is it because their kid lacks confidence? Constantly talks back? Or needs a form of exercise? Each of these are different pain points that can be used to convince people to check out your school.
It can also help you craft and/or decide on what you want to offer your ideal customers…
5) HOW you can help?
Now that you know who they are, where they are, what they need, and why, that is where you come in! You can provide a service perfectly tailored to your ideal customer, and provide an irresistible offer that will motivate them to try it out.
For example, If your ideal customer has a child who is being bullied, then you can offer an anti-bully program. You can explain that the program:
- Helps kids bond with others their age which discourages bullying
- Teaches how to ask for help from an adult
- Uses force only as a last result
- Is designed to also give kids confidence and discipline.
Once the what and why is taken care of that’s where the HOW comes in. You can tell them HOW your specialized program helps teach all of these life skills through:
- Giving positive reinforcements via verbal praise from your coaches
- Building healthy habits by establishing consistent routines
- And pairing up kids to practice moves, encouraging friendship.
And BOOM.
Just like that you have an interesting offer that gives your “who” “what” they need and “why” your school can show their child “how” to overcome it.
If you still need help, try filling in this formula for your school:[WHO] from [WHERE] wants [WHAT] because [WHY].
While these questions may seem fundamental and easy to answer on the surface, sometimes it takes a professional to utilize this information.
That is where the Growth Professionals come in!
Let us do the work for you! We can help you understand how the answers to these questions can inform your marketing strategy.
If you are interested in taking your marketing strategy to the next level, get started with your FREE Marketing Audit.
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