Step-by-Step Guide to Creating Audience Avatars for Your Acupuncture Clinic
Who is your audience? That is to say, what does your ideal customer look like? Are they male, female, younger or older, and what problem are they looking to solve with your service? That’s your audience avatar. Creating an accurate audience avatar to represent your clients will bring in more qualified leads, and thus more appointments for your acupuncture clinic. Today, we’re going to walk you through how to make an accurate audience avatar, step-by-step.
Step One: Identify Their Goals and Values
When it comes to making an accurate audience avatar, you have to consider your audience’s goals and what they value. Ask yourself what they want to achieve and how your business can help them achieve it.
If you have an existing client base, this is an easy question to answer. Most of them are likely coming in to help relieve symptoms of certain disorders or diseases. Use that knowledge and look even deeper. Acupuncture is used mainly to relieve discomfort associated with a variety of diseases and conditions, including:
- Chemotherapy-induced and postoperative nausea and vomiting
- Dental pain
- Labor pain
- Low back pain
- Neck pain
- Menstrual cramps
- Respiratory disorders, such as allergic rhinitis
All of these can be a part of your audience avatar, as they can all achieve pain relief from acupuncture!
Step Two: Find Out More About Your Audience
This is where your audience avatar starts to come together. Figure out who you want to market to in the most basic sense. You’ll need to think of all of the following:
Age = your average age range of your existing clients
Gender = Is your service for everyone?
Location = where your clinic is, plus surrounding areas
Income range = based on your service pricing and if you accept insurance.
What they hope to achieve: your results from step one.
For your typical acupuncture clinic, here’s what we suggest:
- 30+ years old
- All genders
- Top 25% of income
- Location: Your city/service range
- Achieve pain relief for the following:
- Neck & back pain
- Menstrual Cycles
- And more
Step Three: Identify Where Your Audience is
Now that you have an idea of what people will be searching for acupuncture, you have to identify where your audience is searching. Marketing to your audience in the right place will help ensure you’re making the most out of your advertising budget.
Consider all of the following places and determine if they will be right for your clinic.
We recommend doing market research on those platforms’ demographics and keeping those in mind when we go to the next step. For example, 44% of Facebook users are females, and their most common users are between the ages of 25 and 35. So if that matches your ideal client, then Facebook may be a good place to advertise.
Another example is TikTok, which largely brings in a younger audience — 25% of users in the U.S. are between the ages of 10-19. This probably isn’t the right platform for you, though you are more than welcome to give it a test run before you decide.
Step Four: Identify the Objections to the Sale
You can’t expect to always make sales, so it helps to identify any hurdles in your way before you start marketing to your target audience. So consider why your ideal customer wouldn’t want to work with you at this point in time.
It could be as simple as a lack of reviews or the gender of their acupuncturists (some clients may be more comfortable with someone of the same gender), or a harder challenge, such as if your clinic is just starting out and trying to grow a client base.
Asking this question will get you into their head more and will help you better anticipate objections in your marketing copy and sales scripts.
Step Five: Find Out Who Your Audience is NOT
Finally, find out exactly who your audience isn’t. It might seem backwards, but most advertising platforms allow you to not target specific people within your audience avatar. For example, let’s say you want to target people who are looking for headache relief. This is a broad audience and there will be some people who can’t get acupuncture, such as those with bleeding disorders. You should be able to blacklist those symptoms so your ads are less likely to appear to people who cannot (or should not) get acupuncture.
That’s it! By the end of going through these steps, you should have a pretty good idea about who is booking appointments at an acupuncture clinic and, most importantly, who would be interested in booking at your clinic.
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