{"id":15771,"date":"2022-10-19T06:26:42","date_gmt":"2022-10-19T06:26:42","guid":{"rendered":"https:\/\/beedigital.marketing\/?p=15771"},"modified":"2023-02-14T13:57:55","modified_gmt":"2023-02-14T13:57:55","slug":"understand-your-customer-avatar-before-launching-a-campaign","status":"publish","type":"post","link":"http:\/\/beedigital.marketing\/understand-your-customer-avatar-before-launching-a-campaign\/","title":{"rendered":"Understand your customer avatar before launching a campaign"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15771\" class=\"elementor elementor-15771\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-62227d06 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"62227d06\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-784fff2e\" data-id=\"784fff2e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6db6e78 elementor-widget elementor-widget-heading\" data-id=\"6db6e78\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">\"Buy my product or you won't be safe online. Ever again!\"<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dfb53a6 elementor-widget elementor-widget-text-editor\" data-id=\"dfb53a6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Don&#8217;t worry! This isn&#8217;t a direct quote from one of our client&#8217;s campaigns <img decoding=\"async\" class=\"emoji\" role=\"img\" draggable=\"false\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/13.1.0\/svg\/1f607.svg\" alt=\"\ud83d\ude07\" \/><\/p><p>It&#8217;s an exaggerated example of a tagline that&#8217;s used <strong>FUD (Fear, Uncertainty, Doubt)<\/strong> to focus on a customer&#8217;s pain-point.<\/p><p>However; the concept of FUD in marketing can be wielded in as heavy-handed a way as <em>mjolnir .<\/em><\/p><p><em>Especially<\/em>\u00a0if a product&#8217;s USP is articulated like the above.<\/p><p>So how do you avoid it?<\/p><p>There are two important things to consider to effectively and\u00a0<em>ethically<\/em>\u00a0use FUD in marketing strategies:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6dca76b elementor-widget elementor-widget-text-editor\" data-id=\"6dca76b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul><li><b>Be honest.<\/b> Addressing negative information or situations with facts and stats is not being false or shady if the context is reasonable e.g. school budgets impacting educational resources and learning gaps.<\/li><li><b>Lead to a positive outcome<\/b>. The honest use of FUD can be explored with purpose to stimulate critical thinking, and outline a solution e.g. your product is free or affordable, BUT\u00a0 can easily be implemented without adding to your customers&#8217; workload.<\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0330edc elementor-widget elementor-widget-heading\" data-id=\"0330edc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Flip your messaging from the \"problem\" to the ideal after state<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-696ac57 elementor-widget elementor-widget-text-editor\" data-id=\"696ac57\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>But we can take it further.<\/p><p>Consider your prospect&#8217;s journey.<\/p><p>Every lead you generate is real person on a <b>buying path<\/b>. You can infer from their activity and interaction what stage that might be.<\/p><p>Significantly, in education it&#8217;s highly <em>unlikely<\/em> your ideal customer is on a short journey.<\/p><p>For example if your toaster broke today, and you want toast tomorrow you go on Amazon and order a new toaster. It&#8217;s a relatively quick research &gt; purchase process.<\/p><p>But as an educator seeking a new literacy scheme, or assessment software, or playground equipment they are <b>projecting far into the future<\/b>.<\/p><p>And you need to show them how awesome their life could be in a year&#8217;s time, not next week.<\/p><p>But whether you&#8217;re looking for toast or text books ultimately what everyone&#8217;s looking for is not &#8220;<b>Can you fix me <i>now<\/i><\/b>&#8221; (even though it seems that&#8217;s what people want) but actually &#8220;<b>Can you fix my <i>future<\/i><\/b>&#8220;.<\/p><p>So, instead of pinning all your hopes on a pain point, try p<span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight );\">hrasing your proposition in a way that enables you to set up the<\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight );\">\u00a0<\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: bold;\">transformational journey:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df6a76f elementor-widget elementor-widget-text-editor\" data-id=\"df6a76f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p style=\"text-align: center;\"><em><strong>&#8220;Wouldn&#8217;t it be great if you could&#8230;&#8221;<\/strong><\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a8a85d7 elementor-widget elementor-widget-text-editor\" data-id=\"a8a85d7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight );\">The key is to present your solution as the way to overcome the challenge your audience is experiencing.<\/span><\/p><p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); font-weight: var( --e-global-typography-text-font-weight );\">Try the flipped messaging at the start of your landing page or ad copy, and split test the results.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3a45871 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3a45871\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-68738aa\" data-id=\"68738aa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a509075 elementor-widget elementor-widget-heading\" data-id=\"a509075\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Get on the transformational grid<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-77da736 elementor-widget elementor-widget-text-editor\" data-id=\"77da736\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>You know that &#8216;after state&#8217; I mentioned?<\/p><p>It&#8217;s actually a great way to better understand your <a href=\"https:\/\/www.digitalmarketer.com\/blog\/customer-avatar-worksheet\/\" target=\"_blank\" rel=\"noopener\">customer avatars<\/a> at the\u00a0<em>start<\/em>\u00a0of any campaign.<\/p><p>With our <a href=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2022\/09\/Bee-Digital-Transformational-Shift-grid.pdf\">transformational grid shift worksheet<\/a>, you can clearly map out the <b>before and after state of your target audience<\/b>.<\/p><p>Here&#8217;s an example of a transformational grid for a teacher who needs a new marking system&#8230;<\/p><ul><li><strong>Have =<\/strong>\u00a0Before your solution, they had an inefficient marking process. Now they save hours on marking each week.<\/li><li><strong>Feel =<\/strong>\u00a0They felt overwhelmed and frustrated at how long marking was taking. With your product, they feel a big weight off their shoulders because the job is done quicker without compromising on quality of feedback.<\/li><li><strong>Average Day =<\/strong>\u00a0Mornings, break times, lunch times, after school, evenings, and weekends spent fitting in marking &#8211; all gone with your time-saving tool.<\/li><li><strong>Status =<\/strong>\u00a0From a teacher with no spare time&#8230; to a teacher who can dedicate\u00a0<em>more\u00a0<\/em>time to their students (and themselves)!<\/li><\/ul><div>TOP TIP: Keep your transformational shift grids and customer avatars on file for other campaigns. It will help your team to set up faster during their planning and onboarding stage.<\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-cce2683 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cce2683\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-afd1681\" data-id=\"afd1681\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-02d0732 elementor-widget elementor-widget-text-editor\" data-id=\"02d0732\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Download the\u00a0<b>Bee Digital Transformational Shift Grid<\/b> below<img decoding=\"async\" class=\"emoji\" role=\"img\" draggable=\"false\" src=\"https:\/\/s.w.org\/images\/core\/emoji\/13.1.0\/svg\/1f447.svg\" alt=\"\ud83d\udc47\" \/><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-25319be elementor-widget elementor-widget-image\" data-id=\"25319be\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2022\/09\/Bee-Digital-Transformational-Shift-grid.pdf\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"719\" src=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2022\/09\/transformational-shift-grid-preview-1024x719.png\" class=\"attachment-large size-large wp-image-15783\" alt=\"A preview of Bee Digital Marketing&#039;s Transformational Shift Grid. It has spaces for a customer profile and their solution.\" srcset=\"https:\/\/beedigital.marketing\/wp-content\/uploads\/2022\/09\/transformational-shift-grid-preview-1024x719.png 1024w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2022\/09\/transformational-shift-grid-preview-300x211.png 300w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2022\/09\/transformational-shift-grid-preview-768x539.png 768w, https:\/\/beedigital.marketing\/wp-content\/uploads\/2022\/09\/transformational-shift-grid-preview.png 1100w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-19260508 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"19260508\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-45dad39\" data-id=\"45dad39\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-27f254c3 elementor-widget-divider--view-line elementor-invisible elementor-widget elementor-widget-divider\" data-id=\"27f254c3\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;slideInLeft&quot;}\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon 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var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ae1d46c elementor-widget elementor-widget-heading\" data-id=\"2ae1d46c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<p class=\"elementor-heading-title elementor-size-default\">Want exclusive education marketing advice?<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1543c362 elementor-widget elementor-widget-text-editor\" data-id=\"1543c362\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>TAIT, our marketing to schools newsletter, hits the inboxes of our industry\u2019s smartest education marketing professionals every other Wednesday.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c864a6 elementor-widget elementor-widget-button\" data-id=\"c864a6\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/beedigital.marketing\/turn-attention-into-trust\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Sure, I'll take a look<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Your prospects are all on a journey. Mapping out the before and after state of your target audience will boost your campaigns.<\/p>\n","protected":false},"author":15,"featured_media":15777,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[155],"tags":[439,20,59,71],"class_list":["post-15771","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-to-schools-strategies","tag-digital-marketing","tag-marketing","tag-marketing-strategy","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Understand your customer avatar before launching a campaign<\/title>\n<meta name=\"description\" content=\"Elevate your campaigns by mapping out the before and after state of your customer avatar. 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