When building a Virtual Assistant business one of the first things you will need to do is figure out WHO you are helping. Who is it that you’re marketing your services to?
When you’re marketing to everyone, you’re marketing to no one!
When you try to market your services to everyone you don’t stand out, you’re not speaking to that one person, your message is too vague and your audience won’t know if you are for them. You want to write content / posts as if you’re speaking to one person.
That’s why it’s really important to get super clear on who that person is that you want to support and then create an ideal client avatar for them (fancy marketing term) so that you can create content (video, written posts, blogs, etc) that will literally ‘speak’ to them.
By creating an ideal client avatar (ICA) you are able to create messaging / content that will resonate with them. This increases the likelihood of them reaching out to you to find out more about your Virtual Assistant services. When creating your ICA some of it will be guesswork and some of it will be based on research.
There are four critical areas to focus on when creating an ideal client avatar…
DEMOGRAPHICS
This is where you want to really bring your ICA to life and get really specific. How old are they? Not an age range but a specific age. Are they married? Do they have kids? How old are they? Where do they live? What kind of home do they live in? Do they have pets? What kind of pets do they have? What do they do for a living? How much do they earn? The more detail the better and remember you’re talking to one person.
Interest / Hobbies
What do they do for fun? Where do they hang out online? What are they up to on a Friday night? What hobbies do they like to pursue in their social time? What lights them up? Really dig into their lifestyle. Who do they hang out with the most? Do they have a favourite restaurant, drink, food, TV show? The more detail the better.
Challenges
This is where a bit of research might come in. What is your ideal client struggling with? Is it that they’re not spending enough time with their family? Is their health being affected because they’re hitting burn out working all the hours? Are they unable to scale their business because they are bogged down with admin? Are they making mistakes because they’re trying to do stuff that they’re not the expert in. What keeps them awake at night? This is a great opportunity to reach out to your ideal client and invite them to a coffee chat. Ask them some questions and really get to know them.
Desires
Now that you know what they’re struggling with, it’s time to think about what they desire in their life that they don’t already have. Maybe it’s more time with their family. A weekend off from work so they can go to the golf course and hang out with their friends. What dreams do they have for their business that they’re not able to achieve right now as they’re not finding enough hours in the day. Again, getting your ideal client on a coffee chat is a great opportunity to dig a bit deeper.
Once you’ve got a deeper understanding of these four different areas and have done some research, you can create content that will speak to your ideal client. Remember, you want to build the all important know, like and trust.
To find out how to take this to the next level and establish a niche for your Virtual Assistant business, check out my eBook on ‘getting more leads by understanding your niche’.
I hope you’ve found this blog insightful and you can get more support and tips in my free Facebook community Grow Your Virtual Assistant Business With Confidence. Also, you’ll find me on LinkedIn and at my website https://suzieflynn.com.
