Who are you making your vlog for? Do they have a name?
Before you start creating any content marketing, whether blog, blog, or podcast, you should know who youâ€™re making it for. I must admit, that this wasnâ€™t something Iâ€™ve always done. In fact, in researching for this I found several very helpful worksheets that I used as inspiration.
An Avatar (sometimes called a buyer persona, in this context, I think they can be used interchangeably) is a description of the person you consider the ideal target for your vlog. It should be as specific as possible. Donâ€™t worry about not reaching those outside the target, youâ€™ll still reach them. But a laser target on a specific buyer will help you know who youâ€™re talking to, the style of talk and the style of video you want to create.
Creating Your Avatar
First answer a few basic questions about the person you want to target:
Basic demographic questions:
- What gender is your avatar?
- What age is your avatar?
- What industry do they work in?
- What is their job description?
Next, start to think more about their personality:
- What are their goals?
- What are their values?
- What kinds of magazines, blogs or books do they read?
- What interests do they have?
What are their pain points and challenges?
- What challenges do they face in their business?
- What challenges do they face in their life?
- What problem are they facing?
Where can you find your avatar? Online AND Offline?
- What social media channels do they use most frequently?
- How frequently do they use them?
- What â€œofflineâ€ venues do they go to or meetings do they attend?
Give them a name! Really, I mean it. You can give them a real name like â€œJohn Smithâ€ or a target persona name like â€œSoccer Moms.â€ And find an actual photograph to use to represent them.
One avatar I recently developed is named Ralph. He is 45-55 and owns a small business with up to 2 other employees, but does most of the sales and management himself. He is struggling with keeping up with the changing digital landscape and wants to know how he can keep up with younger businessmen who understand the technology better than he does. He is looking for â€œtools and tricksâ€ that can give him more exposure in the digital marketplace, but since he also needs to do most of the day-to-day business operations, it needs to be something he can do easily and quickly, without a steep learning curve.