Day 1: Choosing The Right Audience for your webinar!
Now, before I start working on any project I first try to come up with a simple action plan to follow. Following the 80/20 rule, I think about what I want to accomplish first (in this case it's creating, promoting, and conducting a winning webinar that converts).
Then I research, reverse engineer, and distill my process for doing it down to the fewest and most essential steps. For this project, I came up with 8 essential steps:
The Simple Game Plan:
- Choose a target audience. Discover who and where my ideal audience is.
- Choose a specific problem that target audience really wants solved.
- Set up a registration and thank you pages that convert.
- Start promoting and driving traffic to the registration page.
- Create the actual framework template and content for the webinar.
- Refine the webinar content and build my slide deck for the webinar.
- Rehearse the webinar.
- Do the actual webinar.
Now, this post will focus on the first step in the process:
Choosing the right target audience.
So, in thinking this through for myself, here is the general target audience I am choosing to go for:
Subject matter experts (Good people who have skill sets, knowledge, or expertise on a specific topic, interest, or field), who have expressed an interest in growing a business through teaching, speaking, coaching, or consulting.
These are the primary people I've decided I want to reach with my skill set and expertise. How did I come to this conclusion? To start, I walked myself through the simple process I coach my clients through in Authority labs. And it all starts with finding what I call your "Sweet Spot!"
Your sweet spot is the intersection between what you love to do, what you are wired to do, and what others will pay you to do. I'm assuming you have a handle on this already so I won't go into deep detail on this, but if you need help with discovering your sweet spot you can go over to PaidToBeYOU.com and download the FREE sweet Spot Finder tool and walk yourself through that process. It shouldn't take too long.
That said, for this project I used the simple framework below to quickly articulate my general target audience in a clear and concise way:
Step 1: Use My Target Audience Framework Template!
[ Affinity Group ] who want [ To Specifically Do or Accomplish What ] through [ By What Means Do They Desire To Do It].
My example again: [ Subject matter experts ], who [ have expressed an interest in growing a business ] through [ teaching, speaking, coaching, or consulting].
Once you have a specific picture of who you want to serve, the next step is to get to know them at a deeper level. You want to know a few things about them that influence how they make decisions, what drives their priorities, and who has their attention.
To do this you must...
Step 2: Create A Smart Customer Avatar That Works!
A critical step in launching any successful business is choosing the ideal audience that is right for you. I define the "ideal audience" as someone who is actively seeking the very solution that I have to offer (they just may not yet know I have the solution they are searching for).
What if you don't have anything to offer yet, you ask? That's ok. Your ideal audience is still actively seeking a desired outcome that your knowledge, skill set, or experience can help them with. But, what's important for you and I to ALWAYS focus on is our Audience!
Your "offer" will be born out of the clarity of who you desire to serve and the problem THEY want you to solve!
Old school marketers will always tell you to create something called a customer avatar to define our ideal audience. A customer avatar is a fictitious person that you come up with who's characteristics and life situation ideally match your dream client.
Now, if you've ever tried to do a customer avatar the traditional way, you already know that the process can often times be very time consuming, difficult, and frustrating.
In theory, the customer avatar exercise is supposed to teach you how to get inside the mind and the heart of your ideal client so that you can come up with marketing language that speaks directly to their wants, desires, frustrations, and fears.
In reality, this process rarely works out because it requires too much arbitrary guess work.
So, what's the alternative?
Just use FaceBook to do the hard stuff for you! Watch this short video as I teach you
How to quickly use a free tool in Facebook to find out all of the demographics and characteristics you need to effectively target REAL PEOPLE who will most likely need and want your help.
Now that you know who you want to serve and what they really look like our next step in this project is to identify a REAL problem they want solved that you can help them with on your webinar.
That's what we will focus on tomorrow!
For now, do steps 1 and 2 above right now to come up with your ideal target audience!
See you tomorrow!