Know Your Target Market By Creating A Customer Avatar
Remember, even if your brand offers excellent products and services, these will all be worthless if you don’t have a connection with the right audiences. When building a brand, you need to know who to target the best. Why? Because these people will contribute to your sales and success the most.
What Is a Customer Avatar?
In the marketing world, customer avatars or buyer personas refer to your ideal customer’s detailed profile. In short, they are your target market.
There is an audience for everything. The problem is most businesses today focus so much on building their brand image—they prioritize the making of impressive visuals and campaigns. In the end, they somehow forget to pay attention to whom they’re marketing their products to, making everything useless.
In this blueprint, we will talk about the creation of your customer avatar. But first, you should know what it is and why having one is crucial for your business’ success.
Understanding Your Target Market
When choosing your target market, you shouldn’t settle for average prospects and buyers. Your ideal customer must be loyal and repeatedly patronizing your brand—someone who can promote and introduce more customers to your business. And to attain this type of buyer, you need to be proactive with them.
So to effectively engage with your target market, you need to understand them more first. Here’s a list of the core details that you should take note of.
- Social Platforms - Knowing where your prospects spend most of their time online will give you an idea of which platforms your business should participate more actively.
- Key Purchase Drivers - Determine what factors influence your target consumers’ purchasing decisions, aka their purchase drivers. Examples of these drivers include price, ease of purchase, and accessibility of communication.
- Wants and Pain Points - What does your target market look for in a product? And what are the challenges or pain points that prospective customers of your business are experiencing? Some of the common concerns include inaccurate information, complicated customer service channels, and high delivery fee.
- Benefits of your products and services - If you can anticipate your markets’ needs and purchase behaviors, you can better provide them with products and services that are favorable and relevant.
Multiple Customer Avatars
Every business must establish a customer avatar. But what if you need more than one avatar?
Well, having more than one customer avatar within your audience is all right. That’s because every product or service your company or business offers appeals to different customer avatars that have separate purchase goals and drives.
There are unique needs and wants among different types of avatars. Address different target markets one at a time and then determine their objectives for buying and the factors that lead them to make a purchase.
Why Are Customer Avatars Important?
Know Who to Cater
It’s essential to think about who your ideal customers should be so that you’d know who your brand should appeal to. Who do you want to engage in your brand? Who will benefit more from what you’re offering and will help grow your business in return?
You need to focus on a specific group of people rather than wasting time appealing to everyone. You can’t just rely on the general audience because broad targeting can lead to no targets at all. Plus, it can help you with spending your marketing budget efficiently.
Creating a customer avatar can also connect you better with your target market and have a better idea of their goals and purchase challenges. This way, you’ll be able to provide them with better products and services suitable and relevant to their wants and needs. By delivering what your audience expects to receive, you are not only impressing them, but you’re also giving them a pleasing experience, thereby encouraging them to bring in more customers.
Customer Avatars and Digital Marketing
When building a brand online, you may find digital marketing challenging to grasp. It requires more time and effort to stay updated with the trends, tools, and platforms that are consistently changing now and then. It also has different disciplines that digital marketers have to understand and master. But knowing your target market can be of help in dealing with these disciplines.
Customer avatars are multi-functional, especially in digital marketing, and having one simplifies everything for you. This way, audiences can connect, engage, and build business relationships with your brand.
Take a look at how having customer avatars can help you in the following digital marketing disciplines.
- Product Creation and Development - Customer avatars will help you develop products and services that are more personalized and specifically aimed to address your audience’s needs.
- Content Marketing - With a target market in mind, you can step up your game in producing content that stands out. It helps you decide how to make articles, videos, webinars, etc. attract more prospects and customers.
- Paid Advertising - Knowing your avatar gives your ads the advantage to serve its purpose efficiently because you can precisely target them and provide advertisements that are appealing to them.
- Copywriting - You can create an engaging and compelling copy that resonates with your target market. You have better ideas on how to promote your brand and ultimately make your audience want to avail of your products and services.
- Email Marketing - Knowing who your target audiences will make it easier for you to get more opens, clicks, and conversion rates. Plus, it can help separate your email list according to specific marketing campaigns for different avatars.
With an established customer avatar, you can effectively aim your marketing tools to your prospects and customers. Rather than trying to get everyone’s attention, you can attract specific groups of people who are most likely to engage in your brand and be motivated to take action.
How Do You Build a Concrete Buyer Persona?
Get a Customer Avatar Worksheet
In instances where you’ve already been in the business for quite some time, you’re most likely to discover your avatar through experience rather than creating it. Your actual customers naturally become your basis for your ideal customer avatar.
On the other hand, you can establish your customer avatars even when you’re just starting your business.
If you want to craft your customer avatar as we go along this discussion, it’s best to find yourself some worksheet first, just like our sample here. There are tons of worksheets download online. If you want to make things more customized to your business needs, why not create your own?
What do you have to include in creating your customer avatar? Here are the major sections that you must take note of.
- Goals and Aspirations
- Fears and Frustrations
- Interests and Lifestyle
- Key Purchase Drivers
- Before and After States
If you happen to search for templates online, you may notice that the format may vary. Regardless of how your customer avatar is presented, what’s important is that every information you need is contained within your worksheet.
For easy reference, make sure that everything essential about your customer avatar is all on one page. It will make it simpler and more manageable for you to determine and review who your target audience is.
You can survey your existing customers and ask for suggestions to help you develop a specific customer avatar. Gathering information through surveys enlightens you about your brand’s good and bad points from your customers’ perspective. Plus, you get to have a deeper understanding of their needs, helping you deliver your services better.
Although conducting surveys is done to serve your customers better, you can’t wait for their responses before moving on to the next steps. So let’s proceed with an outline or draft of your avatar and revise it later on once you have gathered more information.
Remember to be specific and consistent from beginning to end. That way, you’ll be creating an avatar that is realistic and ideal for you. Also, allow yourself to think like your avatar so you can see things from your buyer persona’s perspective, consequently creating an avatar that you want to engage and buy from you.
Here’s a piece of advice: build your customer avatar around the idea of the best customer who is perfect for your business. You can even put a photo of your ideal customer on your worksheet to make it more realistic.
Now, we’re ready to build your ideal customer avatar.
First Things First: Label
Before anything else, give your avatar a name or a label to make it easier for you to remember, categorize, and illustrate how you envision your character. Identify this persona group, then label it.
For example, you are reaching out to a group of social media influencers. This group comprises individuals with common goals, values, needs, and challenges. You can name this avatar as Influencer Izzie, who now represents the group of influencers.
Provide Demographic Data
Next, fill in the demographics of your avatar. Be specific and detailed when creating an avatar. Make it as realistic and human as possible.
Your demographics should include general information, such as age, gender, marital status, occupation, education level, and location.
When deciding what details to use, try to think from the perspective of the character you are building. Ask yourself how your avatar would think. What statements or beliefs would your avatar most likely say?
In this case, our avatar is an influencer. So here’s how influencers, like Izzie, would most likely think.
Influencers: "To give an impact is more important than impressing people."
Identify Interests and Lifestyle
In marketing, knowing your customers’ psychographic traits help you have a deeper understanding of your avatar. You can select the most likely buyers based on their interests and lifestyle choices.
In this section, you can also specify what your avatar’s information sources are. Include details about how your avatar uses media, websites, blogs, books, news, conferences, and other platforms to get informed. This information will help you understand your avatar better and target your advertisements effectively.
But how do you gather your persona’s sources of information, by the way?
Reach Out to the Same Group of People
Where better to get answers than from people in the same group, right? People who fit this avatar profile are the most accurate and reliable source of information.
Call on Personal Experience
There might be some cases where you find yourself an epitome of the persona you are creating. Whether it is now or during a previous time, those experiences could be helpful, too. Make sure that what listing down represents the majority of the customer avatar group. You can validate and confirm with other people who belong to the same group.
Use Web Analytics
A more straightforward way to collect this information is to use web analytics—track your target audiences’ online path. Where do they usually spend their time on the internet? Do they look through blogs? Or do they simply get information from social media platforms?
State Avatar’s Goals And Aspirations
In this section, you should enumerate the things your avatar is looking for. What goals and aspirations does your avatar have?
Remember to relate these things to the products and services that you offer. Don’t bother with goals that are irrelevant to your business because you can’t provide any solution for those. Aside from goals, note your avatar’s values as these affect the things they want and how they set their goals.
Understand Fears and Frustrations
A deeper understanding of your avatar’s fears and frustrations is vital because these are the things they want to avoid. In this section, you want to understand their pain points and make sure that they don’t experience them.
To understand your avatar’s pain points, ask yourself some questions. What irritates and frustrates these personas. Or what could be the challenges that they usually face? Again, think from your avatar’s perspective. What would you feel if you were in your avatar’s shoes?
Identify The Purchase Drivers
After dealing with goals and challenges, it’s time to identify your avatar’s purchase drivers, which motivate them to buy. What could be the factors that drive them to avail of your products and services? And by incorporating everything you’ve learned about your avatar, you should be able to picture their expected purchasing behavior at this point.
One of the essential factors that drive your audiences to buy is a product’s essential features and benefits. What could they get out of your items, and how can it improve their lives?
There are other factors that motivate your audiences to buy, like their product expectations. But a product’s features and benefits push them the most to proceed with their purchases.
Besides these reasons, you also need to think of why they won’t buy from you as well.
Different avatars have different sales objections, the things that prevent your prospects from buying.
For instance, a prospect may buy an item because he/she trusts the brand because of its fame. However, another prospect, on the other hand, may think twice or thrice and still decide that an item isn’t worth it despite it coming from a well-known brand.
Every offer you have will meet a lot of objections, so you need to understand what they’re likely to be. That way, you can anticipate and deal with those objections in advance.
Another thing to take note of is your avatar’s role in decision-making. Does your persona have the final say in approving purchases, or is your avatar the one making suggestions and bringing in new purchase options? Get clear on your avatar’s role before you start with your sales copy.
Your avatar is the decision-maker if he or she is the one calling the shots. If your avatar influences the decision-maker into saying yes to the products and services, then your avatar’s role is to advocate. But if he or she is an end-user or someone who supports the advocate, urging the decision-maker to invest and promote the product, then your avatar is the customer champion.
It’s essential to place where your avatar fits into these roles so you can formulate the most effective approach for them.
Finding More Details
If you have a hard time filling out the details of your customer avatar, you can always ask our good old friend, Google. You can obtain details to help you learn more and build a more concrete and realistic customer avatar.
For example, you are offering influencer marketing platforms that connect brands to content creators or influencers and vice versa. You can do a Google search for competition in the same field. Let us try AspireIQ, an enterprise-trusted influencer marketing platform.
Start by typing into Google, “AspireIQ vs.,” then take a look at the suggested searches. You can also put “Best Influencer Marketing Platforms” and look through the top-performing platforms for influencers today.
Why are we doing this?
By repeating this process, you will be able to list down all possible competitors, which you can then observe. Visit their websites, look at their marketing strategies, read their sales copy, and determine who their target market is.
You are getting all sorts of useful ideas to fill in any gaps in your avatar template. You can gather Information like other objections and pain points that you fail to include. All the things you’ll learn will help you complete your buyer persona and give you a better idea of how to build your approach.
Continuously feed yourself with new information and realizations about your avatar as regularly as possible. This way, you're not missing any updates and changes to your customer avatar needs.
Be prepared for modifications. In cases where you learn that you might have assumed something wrong about your customer avatar, be ready to revise and update it to keep your marketing timely and relevant.
Be ready to start again. Along the way, you might think of changing your line of business. It will require you to make a new customer avatar. Do not be afraid to start again. After all, it will be easier to do something you have already done before.
GET FREE ACCESS TO OUR INCUBATOR LAB MEMBERS AREA
OUR COMPLETE BLUEPRINT FOR BUILDING SUCCESSFUL ONLINE BRAND.