Define your customer avatars for a virtual summit
1. Create a profile of your ideal customer and collect information about their gender, age, location, biggest frustrations and challenges, income level, education, and places where they spend time online.
You will use this customer profile to create marketing materials that resonate with your target audience and turn website visitors into summit attendees.
2. Expand their demographics with additional information such as their relationship and parental information, their family goals, their occupation, and their work experience.
3. Expand the profile with information such as how they see themselves, their biggest threats to self-identity or self-worth, what's keeping them up at night, and what they secretly wish was true about their current situation to understand their pain points.
With this information, you will be able to target their feelings in your promotional materials and make them feel that your summit is made just for them.
4. Research their interests, hobbies, passions, favorite blogs and websites, what experts and influencers they follow, and what YouTube channels they're watching to create targeted ads and drive paid traffic to your summit website.
The more detailed you can be now, the easier the rest of the process to create and promote your summit will become.
5. Research their habits and behavioral patterns around transporation, online shopping (what would be their most recent purchases?), how they'd spend a free day, and their favorite food.
Understanding their routines and habits lets you build common ground and establishes rapport. It’ll help you write website and email copy that directly speaks to your audience.
6. Add your customer's desires, dreams, personal goals, business goals, and further information to the profile.
The more precise you can be, the better. What will happen to them if their current situation doesn’t change or gets worse? If their life went just as they wanted from here on out, what would change? What do they google to solve their problems? What is their dream solution they would be willing to pay almost anything for? How will their life be better because of attending your virtual summit? What objections do they have towards attending your virtual summit and paying for the lifetime access pass? Who is your summit not for?
7. Repeat the process to create secondary ideal customer avatars to serve as additional resources for your marketing campaigns and bring in additional attendees and sales.
You might find that you have more than one ideal customer. If you go this route, make sure that your customer avatar’s fit well together and that the summit can suit both audiences. Don’t go too broad and try to help everyone; staying focused is key