I can hear it now…
BUT Michaela I help more than just one type of person with my services. And girl! I feel ya.
I help more than one specific person with my business. I help DIYers with guidance and helping navigate the online space. I help people who are ready for a professional looking brand tie up all those loose pieces and bring everything together cohesively. I help businesses build a website that is functional and pretty based on their unique business goals ( no cookie cutters here) And I help write blog posts & plan content for businesses who just don’t have time for a content marketing strategy.
That’s a lot of different directions. Boy, would I love to say I just help with building websites? In some ways that would make everything easier.
But it wouldn’t really explain how my business is uniquely suited to help.
So I had to start exploring alternatives to the ONE AVATAR brand plan.
Don’t get me wrong. This is not a license to say I help everyone with everything all of the time. This is your chance to explore how you help different sets of people and how those all tie together.
So what can you do to come up with your “ideal client” for your multi-passionate business?
If you just can’t bring yourself to narrow it down to just one person that you are talking too…. then fill out multiple avatars.
I personally can think of a lot of businesses online & local that really would struggle with trying to narrow it down.
For example, I’m currently working with an instructor to help develop the business’ website. Well, their clients are the parents but they are working with the children. While this isn’t as stark as two different types of clients they are still facing the same challenges.
They have to write content that connects and appeals with BOTH groups of people for it to be successful over the long term.
This is the same case when you work with clients who need you at two distinct points or when you work with different sets of people.
Create enough avatars to fully explore the groups of people.
This will then allow you to pinpoint the topics that are important to each group but also that golden nugget, so to speak, topics that are important to the different groups.
When you are working with a single avatar or multiple avatars it is important to dive DEEP into the details. And I mean really deep.
Most free resources that help you determine and define your ideal clients stick to surface level details. Details like what magazines do they read. This will let you really peek into the minds of your ideal clients and help you tailor your messaging and appeal to your ideal clients.
Segment your list
When you have clearly identified who in your audience needs to hear what you can segment your list and your content to match.
This way you aren’t bombarding your audience with information that they are not interested in. And on the flip side, you can be sure to send the information that is going to hit home and connect what you do with their problems.
When you can segment your audience and clearly speak to one individual at a time you can create a brand based on multiple passions while still being clear and organized with your content.
Create a plan
Now that you have your avatars and your clear messaging you can create a plan. A plan for how you will distribute this content to effectively connect with each audience you are trying to market to.
You know you want to tailor your message to each audience but you’ll also want to tailor how and where you are engaging with them at.
Maybe one segment of your audience is active in Facebook groups while the other segment of your audience is more of a local set that you can create Facebook page content that is targeted at your local audience.
Keep it as simple as possible
And the last thing to keep in mind while you are working on building your multi-passionate business is that you’ve inherently complicated things by having multiple avatars. There isn’t any way to get around that.
So you need to make sure you are keeping everything else as simple as possible.
This way you can stay consistent.
Keep your posting schedule simple and organized. Put systems in place to help you automate where possible.
Now it’s your turn!
Let me know what your #1 question about branding a multi-passionate online business?
This topic was one I discussed in my free Facebook Community the Passion Driven Solopreneurs. Come join the discussion!